Hanady Al Ahmadieh

I was tasked by the third largest shipping company in the world with building and delivering an eCommerce website as a circular solution to market and sell shipping containers online. With around 22 million TEUs annually, its container fleet needed constant renewal and disposal of old containers.

From the idea conception, I worked with various stakeholders within the different departments to understand the current sales process and used the design thinking methodology to create a software solution.

After the initial internal and external product discovery process, I created a mockup to test the proposed solution before building it. I used the prototype to get timely feedback, and after a few iterations, I worked with different stakeholders to define an MVP and delivery roadmap.

BlocRecs was born out of a personal struggle that I was going through during university: the paper-based university diplomas. Product discovery helped me realize they were still paper-based because of the fear of degree fraud.

This problem could be solved using emerging technology, which is why I started BlocRecs to help universities issue certificates on the blockchain, thus digitizing them and securing them against fraud.

Within a few months after initial product discovery and market validation, I managed to raise funding that helped me hire a team and build an MVP. We managed to sign a few initial clients seeing a 20% adoption rate by their students within the first three months of launch.

The client had a running chatbot solution with a lot of technical debt. The team mainly focused on fixing bugs and maintaining the platform, with new feature development moving slowly.

Since the client budget was limited, I used a rigorous prioritization method using a combination of RICE score and MoSCoW to prioritize the highest value bug fixes and feature requirements affecting the most significant number of users.

I then led the process of transitioning the client to a Scrum delivery model while working with various stakeholders to define the product vision and success metrics. Using product discovery workshops and user interviews, I identified a few high-impact features that we delivered and helped cut down the time to create a chatbot by 74%.

The platform helps match remote talent to jobs. To increase the conversion rate, I worked with the marketing team to perform user segmentation, identify the target persona, and validate persona assumptions.

I identified the right messaging and CTAs that optimized conversion by running experiments and A/B tests on the content. I set up tracking via Google Tag Manager, Hotjar, and HubSpot to identify the user journeys and optimize the ones with the highest traffic.

I set up conversion funnels to identify drop-off rates and friction points.