Fatima Abid · product & service design
I design experiences that are still felt away from the screen.
The work I care about reaches someone while they are doing something else, such as a conversation weeks later that the service gave them the words for, or the feeling of confidence that eventually they will figure it out.
Selected work
Contents
Learning Meter
What it took to trust the score
An AI model that scores children’s spoken and written English inside MyWay, Kids&Us’s gamified learning app, and gives them short feedback they can act on. The rubric, the test set, and the evaluation loop that ran before any of it reached a child.
- SectorPrivate
- ScaleInternational · 700 schools, 13 countries
- AudienceChildren aged 8–12 learning English
- ProductConsumer learning app
JUMP Math Lab
One design decision, in depth
A student’s own results decide which path they take next, instead of one flow for everyone. The forked pathway, the two jobs it serves, and the dashboards that made the decision visible to a teacher at a glance.
- SectorNon-profit
- ScaleInternational
- AudienceK–8 teachers and their students
- ProductTeacher learning platform
Beeline
The systems under a public service
Beeline is the young person’s version of the MBacc, Greater Manchester’s framework of technical and academic routes into work, which became national policy in July 2026. A conversational layer sits above the planner board, in discovery and in development, and underneath it the service landscape, the problem model and the metric framework that decides what the layer may claim.
- SectorPublic
- ScaleRegional · 10 local authorities
- AudienceYoung people up to 25
- ProductPublic service, online and offline
The Artificial Leaf
A technology with no market yet
Nine months on SUGAR’s Triple Diamond with a six-person team, finding a business opportunity for an artificial photosynthesis system built at lab scale. Nine fields researched and narrowed, then the challenge turned around and answered with an onboarding tool.
- SectorResearch institute
- ScaleItaly, France, USA
- AudienceResearchers and knowledge transfer offices
- MethodTriple Diamond, end to end