Tayma Abdalhadi
Tayma Abdalhadi
@taymaab · Ramallah

AI can build for a general audience. I make sure it builds for yours.

The tools are good now. What they cannot do is know who your people actually are, what they can reach, what they already assume, and what will quietly lose them. That is the research and strategy I set first.

Arabic first, not Arabic translated

Communication and PR built on cultural context. The same idea carries differently depending on who is reading it, in which language, at what age.

Curiosity, then research, then the tool.

Digital systems, communications, or a restaurant menu. Different materials, same order of operations: understand the person on the receiving end before deciding what to build.

What I do

01 / Three ways in
01
UX research & strategy

The foundation your UI designers build on

I work on the layer underneath the interface: user workflows, terminology, iconography and information architecture. That framework is what gives visual execution something solid to sit on, so your designers are making decisions about hierarchy and craft rather than guessing at what the product is supposed to do.

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Through Tayma.Tech I lead this work for nonprofit and public sector clients, including the Qaddumi Foundation, alongside digital transformation and procurement advisory. Previously an analyst at Social Studio Analytics on user research, data dashboards and chatbot solutions. Non technical teams, tight budgets, patchy internet and older phones are not limits on the work. They are the work.

  • Discovery & Field Research
  • User Workflows
  • Information Architecture
  • Terminology & Iconography
  • Arabic RTL & Low Literacy
  • Procurement Advisory
02
Communications & PR

Most messages do not fail because they are wrong. They fail because they were written for the wrong room.

Arabic first, not Arabic translated. A regulator, a donor, a teenager and a shop owner do not read the same sentence the same way, and a message built for one of them quietly loses the other three. I work out who is actually receiving it, then build the version that lands with them without thinning the substance.

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That runs from positioning and messaging frameworks through the story you tell about the work itself: where it started, why it matters, what makes it different. Then saying it out loud: keynotes, panels, moderation and facilitated workshops. It also means training your team to tell it themselves, so the clarity does not leave when I do.

  • Narrative & Positioning
  • Arabic First Localization
  • Moderation
  • Workshop Facilitation
  • Media & Speaker Training
03
Hospitality & guest experience

A menu is a map, not a price list.

Guest experience and menu strategy for restaurants, catering and food brands. Structured culinary training plus an international relations background, applied to the document that does the most commercial work in any venue: placement and grouping, item architecture across dine in, delivery and catering channels, and naming that sets the expectation the kitchen will actually meet.

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The cultural layer is the part most consultants skip. In this region a dish name is a promise about origin, preparation and familiarity. Getting it wrong quietly loses the order. Marking a reimagined classic as ours rather than the default turns a hesitant guest into a confident one, and protects margin on the items you most want ordered.

  • Menu Architecture
  • Item & Channel Architecture
  • Naming & Localization
  • Guest Journey Research
  • Concept Development

Applying international know how, grounded locally, to make technology work for people.

RamallahBarcelonaNew YorkLos Angeles BrusselsBucharestTartuCairoAmman TunisCasablancaSkhiratKigali

Selected work

02 / Two cases
01
UX research & strategy
Municipal waste fleet, pre dawn shifts
  • Driver shadowing
  • Passwordless sign in
  • QR placement spec
  • Supervisor dashboard

A login screen that assumed daylight

The system was not collecting data because the people meant to enter it could not physically use it at four in the morning.

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Waste collection shifts start before dawn. Whatever a driver logs into has to survive that: gloved or dirty hands, low light, older phones, patchy signal.

An email and password screen designed for someone at a desk fails on every one of those conditions, and the failure shows up as missing operational data rather than as a complaint.

So the workflow removed typing entirely. Each truck carried its own unique QR code, placed for where a tired hand actually reaches in the dark rather than where it looked tidy on a mockup.

Scanning opened a personalised URL that signed that specific driver in with no credentials to remember or mistype.

From there: today's route or the default pulled from previous shifts, hours and areas worked as edit or add only, and a space for notes. The supervisor's panel updated live the moment he tapped.

Outcome

Logging became a scan instead of a login.

None of it came from a design system. It came from sitting with drivers on the ground and designing around the shift they actually work.

02
Menu & guest experience
Independent restaurant, unsolicited review
  • Expectation audit
  • Dish naming
  • Signature item flagging
  • Arabic copy review

A menu promising one thing while the kitchen serves another

Two items on a strong restaurant's menu were each written in a way that sets up an expectation different from what actually arrives at the table.

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The first was cilantro rice, listed as رز بالأعشاب, herb rice.

The soap taste is not a preference. It is a genetic variant in olfactory receptor genes, and a large share of people in this region have it.

Translating cilantro out of the name does not protect the dish. It removes the guest's ability to opt out, and it undermines the credibility of every description that follows.

The second was حمص, listed with nothing marking it as the kitchen's own version.

Hummus is a bill raiser: cheap to produce, high margin, ordered almost every time, but only if the guest orders it with confidence.

Listed plainly, a traditional first time diner either skips it or receives something they did not expect and reads that as the kitchen's failure. Marked as حمصنا, it reads as ours, worth trying, which is an invitation instead of an ambush.

Outcome

The page replied that the rice is a blend, dill and olive oil alongside the cilantro, which is why they had named it that way.

The cilantro is still in it, so the flag stands: a guest who tastes soap is not helped by knowing there was dill in there too.

The حمصنا recommendation was recognised as a strong point for marking signature items, and they asked to hear more about the work.

Speaking & training

03 / On the record
2024

Mobile World Congress, opening keynote

On putting people at the centre of product design, alongside Telenor's CEO and UNICEF's Global Lead for Advocacy.

Barcelona
2024

UN Summit of the Future, Action Days panel

Inclusive digital futures, as part of the Secretary General's Summit programme.

New York
2025

UNICEF MENARO, session facilitation

Facilitated a session on child rights data and delivered the closing synthesis for national human rights institutions.

Amman
2023

ITU Global Symposium for Regulators, panel

Child online safety, alongside IEEE and Disney.

Cairo
2022

ITU Plenipotentiary Conference, workshop

Facilitated a working session with government officials.

Bucharest
2021

7amleh, digital safety training programmes

Designed and delivered tailored training for partner organisations.

Palestine

How we'd work together

04 / The process
01

Listen

Time with the people the system is actually for. Staff, guests, drivers, citizens, whoever is on the receiving end. This is where the useful problems surface, and they are rarely the ones written on the brief.

  • Stakeholder interviews
  • On site observation
  • Current state review
02

Understand

Map how it works today and why it works that way. Your constraints, your reasoning and your history are inputs to the design, not obstacles to it. I ask before I recommend.

  • Findings and friction map
  • Prioritised opportunities
  • Cultural and language review
03

Structure

Set the foundation the build sits on: user workflows, terminology, iconography and information architecture. This is the strategic framework your UI designers and developers execute against, so their visual work has something solid underneath it instead of guesswork.

  • User workflows
  • Information architecture
  • Terminology and iconography
04

Test and hand off

Put it in front of real users in the conditions it has to survive: bad light, old phones, a busy Friday service, a guest who has never heard of you. Then hand it over. If it only works while I am in the room, it does not work.

  • Testing in context
  • Documentation and guidelines
  • Team training session

What it's built on

05 / Background
10
Countries worked in
5
UN agencies
200+
People trained
2
Working languages
Education

International Relations, Computer Science minor

Birzeit University, 2018 to 2023
  • First student at Birzeit to combine the two disciplines
  • Building Digital Governments, University of Tartu, Estonia
  • Structured culinary training
  • Arabic native, English fluent
Research

Qualitative and mixed methods

Fieldwork, stakeholder research, evaluation
  • Digital maturity of Arab states, e-Governance Academy, assembled into a regional report
  • UX and HCI research on youth and child digital safety
  • Arabic first environments: RTL, low literacy, mixed device conditions
  • Zarad, digital blackmail affecting young women, Intel ISEF
06 / Say hello

Now I want to hear from you.

Tell me what you are working on and what is not sitting right about it. Even if you are not sure it is a project yet, I would rather hear the messy version.

Prefer email? ahlan@tayma.tech
Or find me on LinkedIn.