In our reviews we zoomed out to a two-year view, then back to the next six to twelve months, tying each big bet to a measurable short-term outcome. That shaped Ziina's product design strategy and the order the roadmap was built in.

Alongside the product, I worked with Anton on hiring: who thrives on a small team, and how to pair gut feel with an objective skills assessment.

In Dubai, about 90% of residents are expats, so we kept the consumer app to three jobs: receive money, send money and see your transactions. The craft went into type, color and a few emotional moments, like the 3D artwork.

Research showed small businesses copying invoices out of their bank app and into WhatsApp or Instagram. That insight became Ziiboard, a keyboard for iOS and Android that creates and shares invoices inside any conversation, and Ziina's first big product-led growth hit.

Drawing on what I learned designing early Square and Cash App, we treated referral and sharing flows as core product, and worked through copy, incentives and the moment of sharing.

I advised Ziina as it grew from a peer-to-peer payments app into payments for small businesses, with payment links, gateways, APIs, QR codes, NFC cards and Tap to Pay.