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Basma Gh · Lead Product Designer · 12+ years
Rare by design.Built to ship.
I make complex products feel simple: platforms, fintech, design systems, zero-to-one. I lead the design, build the system and ship, with AI in the workflow and craft intact.
- 7industriesfintech to Web3
- 8apps shippedend to end
- 4tools publishedone paid
#001 · 1 of 1Lead Product Designer
Ultra rare#001 / 1 of 1
BASMA
12+ years of design experience
Special abilityMakes complex things feel simple.
The Design League
Basma / #001Ultra rare · one of one
The person behind the pixels.
Lead Product Designer with 12+ years turning complicated products into experiences people actually understand.
- Experience
- 12+ years
- Special ability
- Complexity to clarity
- Strengths
- Systems, strategy, leadership
- Builder mode
- Design, prototype, ship
The Design League
Work · The collection
Open the collection
Every legend has a collection.
#004Financial Strategist
Rare
Oumla
Primary designer across a tokenized finance suite: three design systems, three products, English and Arabic RTL.
March 2026 to presentTames tokenized finance
View case study
#002Systems Architect
Legendary
AKASHA World
Eight composable apps. One coherent social platform you own.
2021 to 2026Makes complex ecosystems usable
View case study
#005Systems Architect
RareAKASHA UI System
An open-source component library the whole ecosystem builds on.
AKASHA tenure, 2021 to 2026Ends pattern negotiations
View case study
#006Systems Architect
Rare
World Builder
Deploy a decentralized world without writing a line of code.
AKASHA tenure, 2021 to 2026Humanizes config files
View case study
#003Financial Strategist
Legendary
Strands Labs
One white-label platform for banks. Four products, 20+ languages.
2021Tames financial complexity
View case study
Products · The item shop
Enter the item shop
I also build the tools I wish I had.
Figma UI kit€25
Neo Brutalism UI Library
For designers who want a shadcn-style neo-brutalist system with real tokens.
Buy on Gumroad
Figma design systemFree
NeonFi Design System
For teams building DeFi and Web3 finance products.
Get it on Figma
Figma pluginFree
Forge
For design system owners migrating existing styles to Figma Variables.
Install Forge
Figma pluginFree
Galley
For designers and writers editing copy across a frame.
Install Galley
Work · The collection
The collection is open.
Seven real projects, each a card. Open one for the whole story: the challenge, what I led and what shipped.
After the collection: The Purrcade#004Financial Strategist
Rare
Oumla
Primary designer across a tokenized finance suite: three design systems, three products, English and Arabic RTL.
March 2026 to presentTames tokenized finance
View case study
#002Systems Architect
Legendary
AKASHA World
Eight composable apps. One coherent social platform you own.
2021 to 2026Makes complex ecosystems usable
View case study
#005Systems Architect
RareAKASHA UI System
An open-source component library the whole ecosystem builds on.
AKASHA tenure, 2021 to 2026Ends pattern negotiations
View case study
#006Systems Architect
Rare
World Builder
Deploy a decentralized world without writing a line of code.
AKASHA tenure, 2021 to 2026Humanizes config files
View case study
#008Sprint Specialist
UncommonEtherlaken
Concept, identity, IA, design and handoff. One two-week sprint.
2-week sprintShips identity in two weeks
View case study
#003Financial Strategist
Legendary
Strands Labs
One white-label platform for banks. Four products, 20+ languages.
2021Tames financial complexity
View case study
#007Research Driver
Rare
SEAT & CUPRA
Four automotive products, two brands, one bidirectional configurator.
March 2019 to April 2020Designs in both directions
View case study
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Back to the collection
#004 · Financial Strategist · Rare · March 2026 to present
Oumla
Primary designer across Oumla's product suite: product UX, design systems and marketing material, delivered bilingually in English and Arabic RTL.
Lead Product Designer (part-time contract) · OumlaLead Product Designer, part-time contract since March 2026. Three products, three design systems from scratch built with AI and agents, website pages, booth materials, sales and partnership decks, and templates for the business team.
StatusOngoing engagement. Screens stay private while the contract runs; scope and products are listed below.
#004Financial Strategist
Rare
Oumla
Primary designer across a tokenized finance suite: three design systems, three products, English and Arabic RTL.
March 2026 to presentTames tokenized finance
View case study
Status
The card carries what can be shared today. Ask me about the rest.
The challenge
Loose, inconsistent product files across a suite of tokenized finance products, with regulatory weight, institutional users and Arabic RTL as a hard requirement.
What I led
All product design across the suite: product UX, design systems and marketing material, bilingual in English and Arabic RTL.
What shipped
Three design systems from scratch (TFM, Dashboard and Bahith), built with AI and agents, RTL as a first-class deliverable, website pages for the revamp, booth materials, sales and key-partnership decks, and templates for the business team: slides, documents and official documents.
Leading design across Oumla's products.
From complex financial workflows to shared product foundations.
As Lead Product Designer I lead design across Oumla's tokenized finance products: product UX, the design systems underneath them, and the marketing and communication material around them, delivered in English and Arabic RTL. Three of the products are below; the role spans the whole ecosystem.
TFM
Tokenized Fund Marketplace
Secondary market trading for tokenized funds, as a white-label platform and a bespoke client version.
My contribution- Led the marketplace design
- Secondary market trading, approval and settlement flows
- TFM Design System, built from scratch
Dashboard
Oumla Dashboard
Oumla's dashboard, where roles, permissions and members are managed.
My contribution- Role-based access control: roles, permissions matrix, member management
- Dashboard Design System derived from the product, then governed
Bahith
Blockchain explorer
Oumla's blockchain explorer.
My contribution- Design system rebuilt from tokens up
- Declared complete this month
Interface screens stay private while the contract runs.
Three design systems. Built from scratch.
Loose, inconsistent product files became systems engineers build against, each produced with AI and the agents I set up, each approved by me before anything was published.
- 01In use
TFM Design System
From scratch, for the marketplace.
- 02In use
Dashboard Design System
The product had no system and inconsistent screens; components and tokens were derived from the designs, then governed.
- 03Complete
Bahith Design System
Same approach: derived from inconsistent designs, rebuilt from tokens up.
What every system carries
- Tokens
- Color, type, spacing and radius, bound to components rather than hardcoded.
- Components
- Variants and interaction states, named and approved before the library is built.
- RTL and LTR
- Direction decided per element during production, so Arabic is designed in, not mirrored later.
- Compliance
- Sweeps across files so the product matches the system after every change.
From product interfaces to the bigger picture.
The same identity and the same two writing directions carried into everything around the products.
20/20 booth
Videos and interactive experiences
Produced for Oumla's presence at the 20/20 event, on the same identity as the products.
- Website
Pages for the current site and the revamp
Blog page and OG images on the current landing page; the Products page and six product pages for the revamp; layout experiments for the new site.
- Decks
Business and investor decks
The sales deck, the investor deck, the SAB booth deck (Islamic Repo and Tokenized Funds), NHC/Sakani off-plan resale presentations and DDQ responses.
- Templates
Templates and communication assets
Templates for the business team: slides, documents and official documents, so material across the company shares one system.
Business and investor materials are shown on request.
AI-assisted production. Designer-led decisions.
Claude, through the Figma MCP and Claude Code, does the production-heavy work. I set the direction, approve every decision that shapes the product, and validate what ships.
- 01ReadAgents
Product screens are audited into spec cards: what exists, what repeats, what conflicts.
- 02DecideMe
I approve variants, names and tokens. Nothing is built until this is signed off.
- 03BuildAgents
The library is built in Figma to the approved spec: tokens bound, components assembled, screens converted to RTL, decks laid out.
- 04DeliverMe
Compliance sweeps across files, a final review, then the system, screens and decks ship to engineering and the business.
- Agents and tools assist with
- Building and binding tokens and components; converting screens to RTL; laying out multi-slide decks; running compliance sweeps. Galley, my own Figma plugin, serves the copywriters; published Claude artifacts prototype interactive website concepts.
- Decisions I make
- Scope and priorities; variants, names and tokens; what counts as consistent; what is good enough to ship.
- How designs are validated
- Spec cards checked against the product before building; compliance sweeps after; review with engineering and the business before release.
The impact
What changed.
3Design systems from scratch, built with AI and agents
TFM, Dashboard and Bahith; two of them derived from inconsistent designs with no system.
DeliveryArabic/RTL as a first-class deliverable
Across products and documentation, designed in rather than patched on.
MaterialsDecks and templates the business team reuses
Booth materials, the sales deck and key-partnership decks, and templates for slides, documents and official documents.
The takeaway
A repeatable AI-assisted production process lets one designer cover the output of a much larger team, with design decisions kept firmly in my hands.
#001 · 1 of 1Lead Product Designer
Ultra rare#001 / 1 of 1
BASMA
12+ years of design experience
Special abilityMakes complex things feel simple.
The Design League
Basma / #001Ultra rare · one of one
The person behind the pixels.
Lead Product Designer with 12+ years turning complicated products into experiences people actually understand.
- Experience
- 12+ years
- Special ability
- Complexity to clarity
- Strengths
- Systems, strategy, leadership
- Builder mode
- Design, prototype, ship
The Design League
About · Basma Gh, Lead Product Designer
12+ years leading design through complex products.
I've shipped white-label banking platforms, decentralized apps, car configurators, e-commerce, taxation tools, education platforms and travel apps. My strength is working through complex projects with many stakeholders and little documentation.
Generalist by nature, with deep design systems expertise. I lead end-to-end, from strategy to pixel, and I build and ship my own products on the side.
- Systems thinking
- Design leadership
- Zero-to-one building
- AI-native shipping
- Based in
- Spain, working worldwide
- Open to
- Full-time roles and contracts
- Languages
- English, Spanish, Arabic, Catalan
- Workflow
- AI-integrated: Claude with MCP, Figma Make, v0
Career timeline
Where I've worked.
2026 to now
OumlaLead Product Designer (part-time contract)
Primary designer across the product suite (TFM, Dashboard, Bahith) plus website pages, booth materials and decks: product UX, design systems, marketing material, in English and Arabic RTL. Three design systems from scratch, built with AI and agents; sales and key-partnership decks; templates for the business team: slides, documents and official documents.
2021 to 2026
AKASHA FoundationLead Product Designer
End-to-end UX for a decentralized social platform, design team lead, external agencies, design system ownership, foundation events.
2021
Strands Labs (now Strands by CRIF)Lead Principal Designer
Four white-label fintech products: PFM, Engager, BFM, ESG dashboard. Brandable, localizable, accessible component system.
2020
ESL EducationProduct Designer
Digital experiences for a global education platform.
2019 to 2020
C14 (SEAT & CUPRA, VW Group)Product Designer
Configurator (RTL and LTR), unified search, aftersales research, CUPRA Traveller.
2014 to now
FreelanceLead Product Designer, 20+ clients
Design systems, MVPs and investor proposals for startups across fintech, SaaS, Web3 and enterprise. Mentoring junior designers.
4+ years
SHIFTA by ELISAVAJavaScript teacher, master's level
Taught JavaScript to master's students.
Education
Trained, then certified.
2018 · ELISAVA BarcelonaMaster's in Web Design and Internet Projects ManagementGraded 9/10, projects nominated for student awards
2014 · Universiti Tenaga NasionalBachelor of IT in Graphics and MultimediaFirst-Class Honours, 4.7 GPA, Dean's List, academic excellence award
Products · The item shop
Tools and kits I built and ship.
One paid Figma library and three free Figma Community releases. Designed, coded and published by me; every link goes to the product page.
UI KIT 01open me
paid
Figma UI kitAvailable now
Neo Brutalism UI Library
For designers who want a shadcn-style neo-brutalist system with real tokens.
Start a bold interface in minutes with components that already carry variables, modes and states, instead of hardcoded values you have to untangle later.
- 45+ components, 288 variants, light and dark modes
- Figma Variables for color, radius, border, spacing and type
- .fig file with docs, README and LICENSE; free lifetime updates
Full list
- 45+ components, 30 variant sets, 288 variants (Variant, Size, State)
- Figma Variables for color, radius, border, spacing and type
- Light and Dark modes
- 15 Space Grotesk text styles
- 61 Lucide icon components
- Getting Started, Tokens and Showcase docs
- Delivered as .fig with README and LICENSE, free lifetime updates
one-time, one license per designer
SYSTEM 02open me
free
Figma design systemFree on Figma Community
NeonFi Design System
For teams building DeFi and Web3 finance products.
Skip the first month of a DeFi product's design: token cards, swap and transaction flows, wallet connect and dashboards, in dark and light, with numbers that line up.
- Token cards, swap and transaction flows, wallet connect, dashboards
- Dark-first palette with a maintained light mode
- Tabular figures for balances, consistent addresses and hashes
Full list
- Dark-first neon palette with a maintained light mode
- Tabular figures for balances and prices, consistent styling for addresses and hashes
- Buttons, inputs, selects, tabs, badges, tooltips, tables, modals, navigation with variants and states
- Token cards, swap flows, wallet connect, network switching, pending, success and failed states, portfolio dashboards
TOOL 03open me
free
Figma pluginFree on Figma Community
Forge
For design system owners migrating existing styles to Figma Variables.
Turn the styles already in your file into Figma Variables in hours, not days. No AI credits: Forge reads what is in your library and works from that.
- Extract: your color, text and effect styles as grouped tokens
- Review names and groups before anything is created
- Convert to Figma Variables and collections, ready for modes
Full list
- Extract: scans color, text and effect styles and lists them as grouped design tokens
- Review: check names and groups before anything is created
- Convert: generates Figma Variables and collections from the approved set, ready for modes and handoff
TOOL 04open me
free
Figma pluginFree on Figma Community
Galley
For designers and writers editing copy across a frame.
Edit every string in a frame from one table and write it back to the layers. No more clicking through nested text layers one by one.
- Every string in a frame in one editable table
- Nested text layers included
- Edits written back to the matching layers
Full list
- Select a frame; Galley scans its text layers, nested ones included
- Every string in one editable table next to its layer name
- Edits applied back to the matching layers
- Formerly Copydeck
Verified listing. Prices and availability as listed on Gumroad and Figma Community when this page was published. The product page is the source of truth. No invented ratings, sales or testimonials.
Want a custom tool? Let's talk
Basma Gh
Lead Product Designer 12+ years
I lead complex digital products from strategy to shipping: platforms, fintech, design systems and zero-to-one work, with AI in the workflow and craft intact.
- 12+Years designing and leading digital products
- 0 to 1From product strategy to shipped experiences
- SystemsDesign systems and complex product ecosystems at scale
- BuilderIndependent tools, products and AI-native workflows
Current roleSince March 2026
Lead Product Designer, Oumla
Primary designer across Oumla's tokenized finance suite on a part-time contract: product UX, design systems and marketing material, delivered bilingually in English and Arabic RTL.
- Three design systems from scratch, built with AI and the agents I created; Dashboard and Bahith derived from inconsistent designs that had no system
- Three products: TFM trading, approval and settlement flows; Dashboard role-based access control; the Bahith explorer
- Arabic/RTL as a first-class deliverable across products and documentation
- Website pages, booth materials, sales and key-partnership decks, and templates for the business team: slides, documents and official documents
- A repeatable AI-assisted production process (Read, Decide, Write, Publish) with design decisions kept in my hands
Selected expertise
- Product leadership and strategy
- Led AKASHA's design team and external agencies across 8 apps; investor proposals and MVPs for 20+ clients.
- Complex systems UX
- Decentralized platforms, tokenized finance, white-label banking, car configurators.
- Design systems
- AKASHA UI (open source), the Strands white-label system, three systems from scratch at Oumla built with AI and agents.
- Zero-to-one product creation
- Forge, Galley, Neo Brutalism UI Library and NeonFi, from idea to published.
- AI-native design and development workflows
- Claude through the Figma MCP and Claude Code for production work; a Read, Decide, Write, Publish process that keeps decisions mine; Galley and Forge coded solo.
Career history
-
2026 to now
OumlaLead Product Designer, part-time contract
Primary designer across the product suite: three design systems, three products, English and Arabic RTL.
More
TFM (trading, approval and settlement flows, TFM Design System), Oumla Dashboard (role-based access control, Dashboard Design System), Bahith (blockchain explorer, design system rebuilt from tokens up). Website pages for the revamp, booth materials, sales deck, investor deck, SAB booth deck, NHC/Sakani presentations, DDQ responses, and templates for the business team (slides, documents, official documents).
-
2021 to 2026
AKASHA FoundationLead Product Designer
Led design across 8 composable apps and the open-source AKASHA UI.
More
Design team lead, external agencies, design system ownership, four foundation events (ETHBucharest, ETHCluj, ETHDam, ETHWarsaw). World Builder and Etherlaken shipped from the same seat.
-
2021
Strands Labs (now Strands by CRIF)Lead Principal Designer
Four white-label fintech products for banks, 20+ languages, LTR and RTL.
More
PFM, Engager, BFM and the ESG dashboard on one brandable, localizable, accessible component system. Insight campaigns launched in about 2 minutes instead of weeks.
-
2020
ESL EducationProduct Designer
Digital experiences for a global education platform.
-
2019 to 2020
C14 (SEAT & CUPRA, VW Group)Product Designer
Bidirectional car configurator, unified search, aftersales research, CUPRA Traveller.
-
2014 to now
FreelanceLead Product Designer, 20+ clients
Design systems, MVPs and investor proposals across fintech, SaaS, Web3 and enterprise.
-
4+ years
SHIFTA by ELISAVAJavaScript teacher, master's level
Taught JavaScript to master's students.
Education
- Master's in Web Design and Internet Projects ManagementELISAVA Barcelona, 2018
- Bachelor of IT in Graphics and MultimediaUniversiti Tenaga Nasional, 2014
Languages
English, Spanish, Arabic, Catalan
Based in
Spain, working worldwide, remote-first. Open to full-time roles and contracts.
Want the full story? hey@basma.design or the seven case studies.
Let's talk
Let's make
Let's make
it happen.
For product leadership, ambitious projects, and interesting collaborations.