Ali Abuelhassan

ali abuelhassan

What I do best

Small-business software, commerce, onboarding, design systems, and adoption problems.

I design the spine of products that outgrow their founders.

I'm Ali Abuelhassan. I design products for teams working through workflow, adoption, and trust problems.

I've led work in AI invoicing at Sage, trading at Nitrogen, and commerce at Albertsons. I also reviewed 200+ businesses in a self-funded search, so I know how product decisions show up in the business.

Recent work
selected work

The work changed adoption, revenue, trust, or all three.

Small-business software, trading, commerce, onboarding, and operator work.

Sage

50K small businesses onboarded to AI invoicing inside Sage

I integrated acquired AI invoicing into Sage's core product. I redesigned setup, tightened the language, and made the workflow feel native.

Nitrogen

$1.5M+ recovered by fixing the path to first trade

I simplified the trial and trading flow so advisors could understand the product faster, trust it sooner, and place a trade with less help.

Albertsons

4M shoppers. A browse flow that pushed AOV past $100.

I redesigned mobile browsing and product cards so customers could find products faster, compare more confidently, and add more to cart.

Dollhouse Fund

200+ businesses reviewed in a self-funded search

I reviewed companies, talked with founders and operators, and worked through diligence. It sharpened how I judge product risk, workflow pain, and business quality.

Enrich

First designer. $300K+ in annual partnership revenue.

I built the process, design system, and research rhythm, then grew the function into a team.

I turned acquired AI into a product people could actually use.

Sage had AI invoicing tech from an acquisition. I redesigned setup, tightened the flow and the words, and made the workflow feel native inside the core product. That work shipped to 50K small businesses.

View Sage case study
Albertsons
Consumer scale and experimentation

A better browse
flow pushed
AOV past
$100.

At Albertsons, I redesigned mobile browsing for 4M shoppers. I clarified categories, improved product cards, and tested new patterns with analytics and the design systems team. Customers found what they needed faster and added more to cart.

View Albertsons case study
Nitrogen
Activation, trust, and revenue

I got advisors
to first trade
faster.

At Nitrogen, the trial only worked if advisors could place a trade fast. I simplified the path to first trade, cut decision friction, and made the workflow easier to trust. The work improved adoption and helped recover $1.5M+ in lost revenue.

View Nitrogen case study
Dollhouse Fund search criteria page shown in a browser window
Operator perspective

The search made me better at judging product and business fit.

I ran a self-funded search. I reviewed businesses, interviewed founders, and worked through diligence. It made me better at seeing where customer pain, workflow design, and business quality meet.

Financial Fitness Group
First designer, later team lead

I built the
design function
from scratch.

At Enrich, I was the first designer. I built the process, the design system, and the first research habits.

I tightened onboarding, improved the product language, and gave product and engineering a system they could ship from.

That work helped drive $300K+ in annual partnership revenue and grew into a team.