Moha Abdah

Product Designer for AXA Assurance, responsible for designing user-centered digital experiences, optimizing customer journeys, and collaborating with cross-functional teams within Agile Scrum environments.
Led discovery workshops, user research, journey mapping, and UX/UI design for digital products (including AXA Help, an AI-powered support solution), ensuring intuitive experiences and value-driven outcomes. Product Designer for RJP-JG (2023–2024): translated business objectives and user needs into intuitive user experiences, user flows, wireframes, and interface designs.
Improved e-procurement platform performance through UX optimization, contributing to a 20% increase in transaction efficiency, a 30% reduction in search time, and a 15% decrease in cart abandonment.
Actively collaborated with product, development, and business teams in Agile ceremonies to continuously refine and enhance the user experience across product iterations.

– Acted as Proxy Product Owner for CMA CGM's proof of concept, bridging business stakeholders and delivery teams. – Conducted user research and stakeholder workshops to identify user pain points and define product requirements. – Translated business needs into clear user stories, MVP scope, and prioritized features. – Designed and delivered MVP prototypes and contributed to a scalable design system to support product growth. – Iterated on solutions based on usability testing and stakeholder feedback to ensure product-market alignment.

Led product and UX strategy for Web3, DeFi, GameFi, and NFT platforms, shaping end-to-end user experiences across complex digital ecosystems. Defined product vision, roadmap, and functional priorities in close collaboration with founders and technical teams. Managed and prioritized product and design backlogs within Agile environments to ensure aligned and value-driven delivery. Led, mentored, and supported a multidisciplinary design team, fostering quality, consistency, and design maturity. Conducted market and user research to inform product decisions, contributing to a 40% increase in user engagement.

Contributed to product vision and roadmap definition, aligning design direction with business objectives and user needs. Gathered and translated business and user requirements into clear, actionable product features. Conducted user research to validate hypotheses and inform product decisions. Defined MVP scope, user journeys, and functional requirements to support product development. Supported backlog prioritization and value-driven delivery within Agile teams.

Visual Identity Enhancement – Atos – Conducted in-depth analysis to modernize and refine Atos' visual identity. – Managed graphic design requests, ensuring brand consistency. – Developed a complete brand guide, including typography, color palette, and graphic elements. B2B Project with Air France – "Time to Meet" – Led an 8-month strategic project, defining objectives and managing key phases. – Designed the user interface, integrating stakeholder and user feedback. – Collaborated with technical teams, designers, and project managers for seamless implementation. – Ensured timely delivery and met project goals. SNCF Immobilité – Visavier Project – Led a 5-month project to develop a virtual tour web app. – Created wireframes, prototypes, and conducted user testing. – Refined designs based on feedback to enhance user experience.

Campaign Design – Developed innovative and impactful advertisements to enhance campaign effectiveness. – Integrated the latest design trends to create memorable visuals. International Campaign Management – Collaborated with major clients like CocaCola, Dove, Fanta, and Etisalat to manage their advertising campaigns. – Ensured project alignment with brand image through consistent international coordination. Creative Collaboration & Innovation – Worked with the creative team to refine concepts and develop new ideas for continuous improvement. – Provided storyboard ideas for TV commercials (TVC) to support the videography team.