Guide4 min read
What is user experience?
User experience in plain words: how it differs from UI, what the work involves, from research to testing, and an everyday example.
About
About
Stroom is a UX and digital product design studio with teams in three countries: the UAE, Jordan and the USA.
- Case studies published
- 14
- Countries: the UAE, Jordan and the USA
- 3
- Languages, Arabic first
- 2
- Steps in every project
- 4
What we believe
Everything around us was designed: the door handle, the lift button, the screen in your hand. Behind every detail is a decision, and behind every decision a reason.
At Stroom we believe good design never happens by chance. It is built piece by piece: we research to understand people, measure to know what works, then assemble the answer from clear parts on one system.
We design in Arabic and English on one shared system, usually starting with Arabic, right to left. We work with teams in the UAE, Jordan and the USA, and remotely wherever they are.
Why Stroom
- 01
Research before design
We start by understanding people and measuring what works, so every screen has a reason you can check.
- 02
Arabic first
We usually design right to left first, then English, on one shared system, so neither language feels translated.
- 03
Evidence behind every decision
Each case study lists its sources. We show what we chose and why, not only how it looks.
The philosophy
Four parts, four steps, one system. Nothing in our mark is drawn freehand: only circles and squares, a compass and a ruler.
- 01
Understand
The circle is a lens; we start by observing and researching people.
- 02
Measure
The quarter circle is a protractor; we test ideas and measure what works.
- 03
Decide
The triangle is a 45° cut; we cut away options and commit to one direction.
- 04
Build
The half circle is a foundation; we build the answer on solid ground.
How we think
We look for the reason before proposing a fix.
We measure before we judge.
We explain clearly, without jargon.
We are bold in colour and calm in voice.
Capabilities
Build
We design and build your website or app, from first research to launch.
Improve
We find where users get stuck in your product, and fix it.
Extend
Our designers join your team each month, with no full-time hiring.
Brand identity
We create your brand identity, ready for your product and your content.
The founder
Jihad Aqel
Founder and Product Design Lead
Jihad has seven years of experience designing digital products used by millions, across streaming, media and logistics. As a Senior UX Designer at MBC Group, he owned UX across core products of a large media platform. He studied software engineering and mentors designers as a local leader of the Interaction Design Foundation community.
Our clients
- Amrak
From the blog
All articles
Why like this?5 min read
What good UX is worth to a business
What McKinsey, Baymard and Forrester actually measured about UX and conversion, revenue, support costs, rework and retention.
Design tip5 min read
How to choose the right interface
Users and context first, then platform conventions, right-to-left and accessibility, with cheap tests before you build.
Questions
What does “Nothing by chance” mean?
Every detail in a product is a decision, and every decision needs a reason. We research to understand people, measure what works, then decide and build.
Who founded Stroom?
Jihad Aqel, a product design lead with seven years of experience in streaming, media and logistics products.
What are the four steps in every project?
Understand, measure, decide, build. We don’t move on to the next step until the one before it is done.
Where does the team work?
In the UAE, Jordan and the USA, and remotely with teams wherever they are.
Let’s start your project
Tell us about your product and what you are trying to achieve, and we will get in touch to plan the next step.
Start your project