Product Design & Design System for a Search Engine

Project description

We came in to design the interface. We ended up defining what the product should be. Fyler (now Jeem) is an AI-powered answer engine built for the MENA region. Their team came to us with a clear goal: to make it look and feel world-class but live and breathe in Arabic. Turned out, there wasn’t much of a visual identity to pull from. Or a fully defined product. So we led product design —auditing every major answer engine and prying open the cultural neutrality of AI chat interfaces— and built the design system, which was put to the test a year later: when they rebranded, the new identity rolled across every screen in a week.