We build apps people actually want to use
Started in 2019 because we kept seeing beautiful apps that nobody could figure out. Turns out, pretty doesn't mean much if your users get lost.
How we got here
Five years ago, a local startup asked us to fix their app. Users were uninstalling it within minutes. The design looked great in screenshots, but nobody could complete basic tasks.
That project taught us something. Good UX design isn't about following trends or copying what big tech companies do. It's about understanding how real people interact with screens when they're distracted, in a hurry, or just trying to get something done.
We've worked with businesses across Egypt and beyond since then. E-commerce platforms, fintech apps, delivery services. Each one taught us something new about what works and what doesn't.
What makes us different
We don't believe in one-size-fits-all solutions. Your users aren't everyone's users.
Research first
We spend time understanding your users before touching design tools. Interviews, usage patterns, pain points. Sometimes what clients think users need isn't what actually helps them.
Test everything
Beautiful mockups don't mean much until real people try them. We prototype fast and test early. Better to find problems in week two than month six.
Keep it simple
Every feature we add is one more thing users need to learn. We push back when complexity creeps in. The best design is usually the one that removes steps, not adds them.
Layla Tannous
Design Director
Leading design strategy since 2019. Previously worked with mobile teams in Cairo and Dubai.
Small team, focused work
We're not a huge agency. That's intentional. When you work with us, you're talking directly to the people designing your app, not account managers three layers removed from the work.
Our team has backgrounds in visual design, user research, and front-end development. That mix matters because good UX happens where design meets technical reality. We don't create designs that developers can't build or interactions that tank performance.
Most of us came from larger agencies where projects got passed between departments like hot potatoes. Nobody owned the full experience. We wanted to work differently.
What we believe
Honest feedback
If we think an idea won't work, we say so. You're hiring us for our expertise, not to rubber-stamp decisions. Some of our best projects started with us pushing back on the initial brief.
No design theater
We skip the elaborate presentation decks that look impressive but don't teach anyone anything. You'll see working prototypes early. Ugly ones at first. That's the point.
Results over trends
Glass morphism looks cool in 2025. So did skeuomorphism in 2012. We care more about whether users can complete tasks than whether the design wins awards.
Let's talk about your project
Whether you're starting from scratch or fixing something that isn't working, we'd like to hear what you're building.
Get in touch