Digital Experience & Product Consultant · PMP®

I turn complex business needs into clear digital products.

Product structures, user journeys, information architecture and implementation-ready interfaces — for consulting groups, learning platforms, marketplaces and corporate teams. Working since 2013.

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Product definitionv1.0

01Who it is forUser types, needs, situations.

02What it must do firstMVP scope, features ranked.

03How it is structuredJourneys, architecture, flows.

04How it gets builtWireframes, handoff, delivery.

Raw Clear This is the job

13+Years, since 2013

PMP®Certified, 2025

2012Engineering degree

9Years, longest engagement

4Entities in one group

Selected work

Four engagements that explain the rest.

What the situation was, what I was responsible for, and what I actually built.

All projects

Client names are withheld.

Management & digital advisory
Saudi Arabia
2017 — 2026

Six consulting practices, one digital presence

Digital transformation, process management, cybersecurity, enterprise architecture, data governance and organisational excellence — six practices, each described in its own vocabulary.

Nine years translating consulting services into digital structures, user journeys and information architecture — and running the corporate site end to end: content, landing pages, forms, analytics, hosting. One long engagement, not a project.

Information architectureDigital experienceWeb delivery

Cropped UI · 1200×900Detail of a restructured service page — no logo or client name in frame

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Space booking marketplace
Product & UX strategy
2023

A marketplace that existed only as an idea

A concept for connecting space providers with individuals, groups and businesses. No user types defined, no scope, no agreement on what the first release had to do.

Took it from concept to MVP: user types and use cases, feature scope around discovery, search, filtering, booking and payment, journeys for four distinct roles, then information architecture, wireframes and prototypes. Structured to scale past the first release.

Product discoveryMVP definitionUser journeys

Wireframe set · 1200×900Booking flow wireframes at reduced size — structure readable, text is not

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Professional learning
Saudi Arabia
2017 — 2026

A training business that had to work as a platform

Professional programmes in process management, data science, innovation, strategy and technology governance — delivered through a platform that had to handle enrolment, access and content at the same time.

Structured course presentation, registration, learner access and the administrative workflows behind them, then customised and maintained the platform itself. Learner journeys that stay clear as the catalogue grows.

Platform UXContent architectureWordPress

Flow diagram · 1200×900Enrolment and learner-access flow, drawn as a diagram

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Web & software company
France
2021 — 2026

Designs that had to survive the handoff

Figma and Adobe XD files arriving from designers who would not be there when the build started, for teams who needed the interface to behave correctly on every screen.

Built the front end myself — responsive HTML, CSS and JavaScript structured so the developers after me could extend it. Five years of design-to-development handoff, remote, in a second language.

Front-end buildDesign-to-dev handoffInterface QA

Cropped UI · 1200×900Responsive interface at two breakpoints — no client mark in frame

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What I do

Four services. Usually one engagement.

Defining the product, designing the experience, building the thing and explaining it to a board are normally four people. Here they are one, which is why nothing is lost between them.

01 · Define

Digital product & UX

From an idea nobody can scope to a design a team can build.

Product discovery and problem definition
MVP scope and feature prioritisation
User research, personas and journeys
Information architecture and user flows
Wireframes, prototypes, design systems

02 · Build

Digital experience & web

Websites and platforms run end to end, not handed over half-finished.

Content structure and landing pages
UI design and responsive front-end build
WordPress platforms you can run yourselves
Hosting, domains, DNS and technical setup
Analytics, behavioural tracking, improvement

03 · Deliver

Digital delivery

For teams with a digital project, several vendors and nobody making the pieces meet.

Requirements analysis and scoping
Design-to-development handoff
Stakeholder and team coordination
Quality assurance before launch
PMP® practice, applied at project size

04 · Communicate

Proposals & business materials

The documents an organisation is judged on before anyone meets it.

Technical proposals and corporate reports
Presentations and board material
Information visualisation
Newsletters and campaign assets
Arabic and English, built together

How an engagement runs

01DiscoverThe business problem, the users, the constraint.

02DefineScope, features ranked, what ships first.

03DesignJourneys, architecture, interfaces. Structure before surface.

04DeliverBuilt or handed to developers, then reviewed.

05ImproveAnalytics, iteration, and a product that stays yours.

Sectors

Different industries. The same problem underneath.

Management consultingProfessional learningEntrepreneurship & innovationReal estateTechnology servicesTravel & hospitalityE-commerceCertification & edtech

A cybersecurity consultancy, a data-science course catalogue and a space-booking marketplace look like different jobs. They are not. Each one is a business that knows what it does and cannot yet show it clearly. Deciding what comes first is the work; the design is what makes the decision visible.

Engineering degree in computer science, 2012, specialising in web technologies — design and development taught side by side. Which is why product thinking, interface design and implementation do not need three people here, and why nothing is lost between them.

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Portrait · 1000×1250Working portrait — desk, screen or notebook visible. Natural light, not a studio headshot.

Ayed Chokri — Tunis

About

Thirteen years between the business problem and the working product.

I started in web development and graphic design, moved into UX, and now work mostly on product: defining what should exist, structuring it, designing it, and staying involved while it gets built.

Most of that has been for organisations in Saudi Arabia and France, remotely, across consulting, professional learning, entrepreneurship programmes, real estate and marketplaces. PMP® certified — useful less as a title than as a habit: scope written down, decisions traceable, dates that survive contact with reality.

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Latest note

I lost front-end work to AI. Then I rebuilt my practice around product.

What clients pay for turned out not to be the drawing or the code. It is deciding what should exist, and being accountable for the decision.

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Start a project

Tell me what is unclear. I will tell you what I would do about it.

A short brief is enough to start. I reply within two working days.

Direct

What happens next

I read the brief and reply within two working days
A 30-minute call to understand the situation
A written proposal with scope and a fixed price

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