Simple products, with complex systems underneath.
I'm Ahmed Tarek. For eight years I've turned tangled, multi-surface product problems into experiences that feel effortless — and move real numbers. Currently leading design at Breadfast across customer apps, internal ops tools, and the design system.
Selected work
and measured · 2021→2026
A customization engine spanning customer, admin & operations
Built modifier logic from zero on a grocery-first platform — one simple product screen hiding deep pricing, inventory, and kitchen-integration logic.
Real-time visibility for the anxious post-order window
Redesigned tracking and cancellation so customers always know where their order is — cutting the support load that follows checkout.
A multi-vertical home that scales past the supermarket
Led the home revamp aligning Product, Eng, Research, Data & Commercial around one navigation model as Breadfast expanded into a super-app.
An internal ops app that made fulfilment reliable
Designed the warehouse Pickers app and workflow — validated with high-fidelity prototypes before build, transforming order-prep accuracy and speed.
The domain changes. The way I break down complexity doesn't.
Systems thinking
I design across the whole surface — customer, admin, and operations — so one simple screen holds up against genuinely complex logic underneath.
Outcome-driven
Every project ties to a number. I partner with data and research to form hypotheses, ship experiments, and let A/B results decide.
Leadership
I lead a team of three — hiring, mentoring, critique, and the design system — while aligning engineering, product, and commercial partners.
Experience
Lead a team of 3 — hiring, mentoring & critiques — and own end-to-end ordering across grocery, coffee, pharmacy, restaurants & retail. Led the multi-vertical home revamp (+30% impressions) and product customization (+6.3% AOV), and built Toast, an internal localization platform, with Claude Code.
Shipped a redesigned search with dynamic Algolia filters, validated through A/B testing to improve discovery and conversion.
Owned post-order design — tracking & cancellations (−8% tickets) and address/checkout redesign (−13% canceled orders), guided by Amplitude.
Designed the internal Pickers app and introduced structured UX — research, journey mapping, validation — into the product team.
Designed the platform's UI and experience end-to-end, established the visual style guide, and tracked user behavior to inform iteration.
Designed mobile & web loyalty solutions for high-profile clients including Uber, Visa & Pepsico, collaborating across product, engineering & business.