Creating the UAE's First Digital Platform for Business Setup
Understanding the challenge
Commission-based industries like solar, home services, and insurance run on operations that are anything but simple. Payroll logic, status tracking, and alerts all have to work together without breaking down at scale. Sequifi needed a platform built from the ground up to handle that complexity.
Designing a seamless experience
As Lead Product Designer for 2+ years, I designed all 11 features end-to-end, working from Tesler's Law as a guiding principle: clean doesn't mean simple, it means the complexity is handled somewhere so the user doesn't have to feel it.
HR management
Move hiring, onboarding, contracts, NDAs, and employee records through one tracked workflow from accepted offer to first day.
Performance Management
Assign roles, set permissions and keep teams certified, training modules, completion tracking and access controls all in one place.
Job Payout Automation
Import payout data, match records automatically, and route them for review, all tracked in one live workflow from import to approval.
Design Solution
Through a clean, guided UI and a strong green brand identity, we made a traditionally paperwork-heavy process feel fast and approachable. The result is a platform where founders can go from application to incorporated company in as little as 1-2 days, with clear payment flows, self-serve subscription management, and an AI-powered chat assistant supporting them along the way.
– OUTCOMES
What the work delivered.
$2M+
Seed round secured during active design development. Investors validated through working prototypes
500+
Enterprise employees onboarded within 6 months of launch
4+
Disconnected tools replaced.
Payroll, HR, CRM, commissions, and reporting unified into one platform
0 → 1
Real-time commission and revenue forecasting enabled for the first time forward visibility that manual workflows never had
∞
Full audit trail on every financial action. Every number, every change, every decision traceable to its source
Live
Reconciliation cycle reduced from a painful quarterly process to a continuous per-row control