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kasra

kasra.co

 
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WHAT IS KASRA.CO

Kasra.co was a media startup based Doha, Qatar that engineered viral stories in Arabic from December 2013 - October 2017. Our social mission was to encourage the Arab youth to easily consume and share digital Arabic content and to be inspired to create their own via our writing platform.

We reached 3M monthly uniques and 2M followers on social media in our first year. We had a responsive website, iOS & Android app, Facebook pages and Twitter.

Our flagship product was brand stories — articles with subliminal brand messaging. We used data from our website to source viral topics, we optimized our articles via A/B testing and heat maps, and micro-targeted our audience via social media.

 
 

RESPONSIBILITY

 

My responsibility at Kasra.co was Head of Product UX + Design. Within our 2.5 year timespan and with only 2 employees(CEO and myself), the first 2 months were spent researching and concepting the UX + Design of our website. I defined our experience by researching the existing Arabic digital ecosystem and interviews. I then created wireframes, information architecture, define our initial and personas to support my findings. In parallel, I worked with our branding agency to help us establish our brand identity.

 
 

SITEMAP + WIREFRAMES

 
 
 

PERSONAS + STYLE TILES

AMR PERSONA

AMR PERSONA

STYLE GUIDE TEMPLATE

STYLE GUIDE TEMPLATE

NEDA PERSONA

NEDA PERSONA

 

MVP

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We launched our MVP in May 2014

A few month before launch, we hired on a visual designer to help support me and my role expanded to product manager/UX . I managed the product and worked with our developers in Pakistan. The MVP consisted of both the writing platform and the responsive website for our users.

KASRA 2.0

A year after we launched, we redesigned the website and moved it from word press to custom build platform to support our editorial content team from a workflow perspective and feedback we were getting from our user base. By then my team evolved into 1 Interactive prototyper and a junior designer. I continued to managed both the product and UX/design and our team grew and became very distributed across several time zones from Nigeria, Poland, Russia, Canada and Middle East. We primarily used slack, github, pager duty and trello to manage our operations and workflow. Our design process consisted of:

  • weekly design sprints to identify opportunities for product enhancements

  • online surveys and face to face interviews to solicit feedback on editorial content and digital experience preferences

  • facebook’s audience insights and google analytics to understand behavior

REDESIGN OF HOME + ARTICLE DETAIL PAGE