Robert Sfeir
Ex-Chief Design Officer @Hoory AI
About
I’m a Product Designer with 10+ years of experience turning strategy into scalable design. I’ve led UX, branding, and system design for startups and global names like Fjällräven and Audi.
Whether building AI SaaS platforms, CRM tools, or restaurant apps, I focus on creating interfaces that are sharp, intuitive, and ready to grow. I’ve managed and mentored teams, shaped over 20 projects, and love turning big ideas into products that truly perform.
Experience
Chief Design Officer
Hoory AI
·
2020-2025
Directed the design strategy across product and brand for Hoory AI, an AI SaaS platform. Managed a multidisciplinary team of 8 designers, working closely with stakeholders to deliver trend-forward UX.
Spearheaded a full platform redesign and design system implementation in collaboration with developers, enabling scalable growth.
Drove a product and brand revamp that boosted user adoption by 60–70% and positioned the company for global visibility.
Built a unified design system for long-term scalability
Introduced design rituals to improve cross-team collaboration
Oversaw the successful launch of the redesigned Hoory platform
Elevated the visual identity to support international growth
Product Designer
Ucraft Special Projects
·
2020-2025
Redesigned SpringBuilder from version 1 to 2 by implementing a scalable design system and managing developer collaboration to ensure accuracy and consistency.
This shift increased the product’s annual value from $20,000 to $50,000. Also created and launched the initial platforms for FTNFT and Fastex, defining early experiences for crypto wallets and NFT marketplaces under the Ucraft umbrella.
Collaborated with developers to maintain visual and functional precision
Defined foundational UX for FTNFT and Fastex platforms
Aligned design efforts across multiple Ucraft products and teams
Contributed to product growth through systemized, scalable design
Lead Designer
Interesting Times
·
2019-2020
Joined as the first design hire in the newly formed digital department.
Worked on high-impact digital experiences for brands across the MENA region, including Red Bull, Absolut, the Dubai Government, and Tamm. Focused on translating brand energy into interactive web experiences, campaigns, and event platforms.
Designed digital activations for Red Bull events and Absolut campaigns
Contributed to the UX and UI of websites for the Dubai Government and Tamm
Helped shape the department’s design process and visual direction
Collaborated with developers and brand teams to deliver regionally relevant work
Senior UI UX Designer
Nymcard
·
2018-2019
Joined the product team in the early stages of NymCard, a rising fintech platform serving the MENA region.
Worked directly with stakeholders to design mobile app experiences, payment flows, and digital card interfaces. Gained deep fintech knowledge through rapid iterations as the product scaled quickly across the region.
Designed core mobile app experiences for payments and digital card management
Collaborated closely with stakeholders to align product vision and UX delivery
Contributed to the fast-paced growth of NymCard during a key expansion phase
Helped shape the design foundation for a fintech platform used across the MENA region
UI UX Designer
Atbaki
·
2015-2018
Transitioned from advertising into product design by joining Atbaki, a fast-growing Arabic cooking platform with over 21,000 recipes.
As the sole designer, I helped shape the product’s UX and visual identity during a key growth phase.
Coming from a graphic design background, I brought experience from working with major regional brands and quickly adapted to the fast-paced world of startups.
Designed web and mobile interfaces for browsing, sharing, and saving recipes
Improved overall user flow and layout for Arabic-speaking audiences
Collaborated directly with founders and developers to ship features quickly
Gained hands-on product and UX experience while contributing to a platform used by millions across the region
Creative Designer
Freelance
·
2013 till Now
Worked independently across graphic, product, and brand design, collaborating with clients in the MENA region, Europe, and Armenia.
Partnered with startups, global brands, and creative teams while also growing the design community through education and mentorship.
Designed for brands such as Fjällräven, Toggo, AUDI, Saudi Payments, Saudi Cargo, and Prodmap AI
Founded and designed Sitme, a startup focused on digital dining experiences in Armenia
Delivered UI/UX, visual identity, and strategy work for early-stage startups and established businesses
Led the Figma Yerevan Chapter, mentoring over 20 students through workshops and continuous learning
Created a collaborative learning environment that continues to grow through peer support and shared knowledge
Education
Bachelor of Arts (BA), Graphic Design
Bachelor of arts (BA) Graphic Design
·
2010 - 2013
Bachelor's Degree in Sociology & Economics
Universitat Ramon Llull
·
2016-2020
workshops & achievements
Languages
English
Fluent
Arabic
Fluent
Armenian
Native