Designing products that feel natural and considered.
Hi, I'm Fathima — a product designer based in Dubai, currently at Memetic. I've shipped work for Supermemory, Decimal, and other AI startups, spanning brand systems, marketing sites, and product UI.
I care about how things look and how they work. Good design, to me, is quiet — it doesn't demand attention, it just makes sense.
Outside of work, I crochet, read a lot of literature and non-fiction, and find ideas everywhere in between.
Designing products
that feel natural
and considered.
Hi, I'm Fathima — a product designer based in Dubai, currently at Memetic. I've shipped work for Supermemory, Decimal, and other AI startups, spanning brand systems, marketing sites, and product UI.
I care about how things look and how they work. Good design, to me, is quiet — it doesn't demand attention, it just makes sense.
Outside of work, I crochet, read a lot of literature and non‑fiction, and find ideas everywhere in between.
Designing products that feel natural and considered.
Hi, I'm Fathima — a product designer based in Dubai, currently at Memetic. I've shipped work for Supermemory, Decimal, and other AI startups, spanning brand systems, marketing sites, and product UI.
I care about how things look and how they work. Good design, to me, is quiet — it doesn't demand attention, it just makes sense.
Outside of work, I crochet, read a lot of literature and non-fiction, and find ideas everywhere in between.
Supermemory
Redesigned key website pages and UI structure for Supermemory, aligning the product narrative, visual system, and enterprise-focused experience.
Website Redesign & Design System
2026
Website Redesign & Design System
2026
Decimal
Brand, website, and UI system for Decimal — an AI platform that automates the investigation layer between support and engineering.
Brand & Website Design
2026
Brand & Website Design
2026
Morni
Designed a visual-first AI experience that generates personalized wardrobe capsules and interactive vision boards, reducing decision fatigue in custom clothing design.
Capstone project at 10k Designers
2025
Capstone project at 10k Designers
2025
Effigov
A full redesign of a YC-backed government AI platform — from secondary research to a live Framer build that communicates trust, clarity, and a clear path to booking a demo.
Website Redesign · 10K Designers
2025
Website Redesign · 10K Designers
2025
Numa
An AI therapist app designed to feel gentle, human, and emotionally safe — built around a felt character, a letter instead of a questionnaire, and voice as a first-class mode.
AI Agents & Companions
2025
AI Agents & Companions
2025
McKenna Academy
Making learning, research, and community pathways clearer and more engaging.
Website Redesign
2026
Website Redesign
2026
Let's connect.
Open to collaborations and conversations about design. Feel free to reach out.
Available for new opportunities© 2025 Fathima Ashraf