About Me
THE MINDSET BEHIND THE PRODUCTS I BUILD
Every product starts as a messy idea. I reshape that chaos into clear strategy, connecting business needs, user behavior, and simple, purposeful execution.
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Products Delivered
A Decade of Turning Ideas Into Practical Products
Experience built across industries where users, constraints, and business goals collide, shaping a product mindset focused on clarity, execution, and real impact.
9+ Years in Product
50+ Products Delivered
Across MENA & Global Teams
Product Leadership & AI Thinking
Building the Next Generation of AI-Driven Products
My Mission
Create digital products with real purpose, balancing user needs, business goals, and clear execution.Every product should solve a problem, not add complexity.
My Vision
Drive smarter, AI-powered experiences across the region, designing products that feel intuitive, human, and genuinely useful in everyday life.
CORE CAPABILITIES
Building Products with Clarity, Strategy, and Intelligent Execution
Where product thinking meets real-world impact, transforming ideas into structured journeys, intuitive experiences, and data-driven decisions. Each capability combines strategy, user insight, and AI-powered execution to create products that scale with purpose.
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Product
Strategy
UX &
Journey
Design
AI &
Automation
Analytics & Optimization
PRODUCT FOUNDATIONS
Solid product discovery, user needs, and problem definition to build the right thing, not just anything.
EXECUTION & DELIVERY
Translating vision into clear specs, user stories, flows, and managing cross-functional teams toward smooth delivery.
AI & INNOVATION
Embedding AI to unlock automation, personalization, and smart decision-making within your product ecosystem.
GROWTH & OPTIMIZATION
Improving activation, onboarding, funnels, and retention with data-driven experimentation and continuous optimization.
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Process
HOW I WORK
At the intersection of clarity and execution, I turn complex ideas into structured, actionable product plans, aligning vision, user needs, and technical realities into a clear path forward.
Steps
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Discovery & Strategy
Where clarity begins and direction takes shape, built on research, alignment, and a shared understanding.
- Client meetings & requirement alignment
- Market, user, and competitor research
- Product vision, goals, and roadmap foundation
Delivery, Launch & Optimization
Where execution stays aligned and quality stays in check, bringing every feature to life with control, clarity, and precision.
- QA, final checks, and release preparation
- Managing the development team and resolving blockers
- Launch execution and performance stability
Post-Launch Analysis & Continuous Improvement
Where insights shape the next version, turning real user behavior into smarter decisions and a sharper roadmap.
- Analyzing user behavior and product performance
- Identifying friction points and improvement areas
- Refining roadmap and planning next iterations
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Design & Development
Where ideas turn into structured, buildable experiences, shaped through clear flows, thoughtful design, and disciplined execution.
- UX flows, wireframes, and system architecture
- UI design, components, and interaction patterns
- Full development cycle with sprint coordination
Divya Monga
Divya Monga
Delivery & Customer Success Lead
Divya Monga
Delivery & Customer Success Lead
Ashraf brings clarity, composure, and real ownership to every challenge. He delivers under pressure, communicates with precision, and consistently steps up as a leader. A dependable, proactive force in any high-performing environment.
RAMA ABDULHAK
RAMA ABDULHAK
Product Owner
RAMA ABDULHAK
Product Owner
Working with Ashraf feels like having a leader who supports you, guides you, believes in you, and removes fear from the workplace. He creates a safe, open, motivating environment that brings out your best.
AMR HABBAL
AMR HABBAL
Co-Founder and COO
AMR HABBAL
Co-Founder and COO
Ashraf thrives under pressure and brings analytical clarity to every discussion. His energy is contagious and he consistently drives teams toward meaningful results.
ROXANA SAFADI
ROXANA SAFADI
Marketing & Social Media Specialist
ROXANA SAFADI
Marketing & Social Media Specialist
Ashraf is a rare talent, hardworking, passionate, and able to elevate productivity across an entire team. He brings positivity, structure, and a level of commitment that stands out.
Building digital products that solve real problems and drive measurable impact.
Copyright © Ashraf Al Kassem
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