Senior-led, by design.
Practice is an independent design and product consultancy. It is deliberately small: the person you first speak to is the person who does the work.
Reem Basim
Reem trained as an architect, and took what she learned about designing environments for people into digital products.
Over more than thirteen years she has designed products and then led the teams that make them: as Experience Design Manager at Deloitte, on digital banking and AI transformation programmes in the Middle East; as Product Design Manager at Pennylane in France; and earlier at Mawdoo3 and Samsung R&D.
Since 2025 she has worked independently as a fractional UX lead and product design consultant.
Full portfolio at reembasim.comExperience includes
Small, senior and honest about fit.
The person you meet is the person who does the work.
Every engagement is led by our founder, from the first conversation to handover. There is no hand-off to a junior team.
Specialists when the work needs them.
Research at scale, specialist engineering or content: we bring in independent specialists for the engagement, not to fill a bench.
Built to leave you stronger.
Clear ownership, better reviews and habits your team keeps after we’ve gone.
Want to work together?
Tell us what you’re trying to solve. If we’re not the right fit, we’ll say so.
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