# About Jaber El Ferkh

Jaber El Ferkh is a Design Engineer based in Casablanca, Morocco, with more than 8 years of experience across product design and frontend development. He designs and ships end-to-end product work: research and UX flows, interface and design-system design in Figma, and the production frontend that implements it in Vue, Nuxt and TypeScript. He is a co-founder of diali.ai, where he leads product and interface design for a no-code platform that lets people build AI assistants and AI agents for messaging apps — the conversational surface, the agent-builder UI and the streaming chat interface. His day job is Senior Product Designer at Nuitee, a travel technology company, where he works on booking dashboards and internal tooling. Outside of that he builds interaction experiments, Figma plugins, open-source skills for coding agents and component write-ups that he publishes on this site.

## Background

Jaber started in graphic and motion design in 2019 and moved into product design as the work shifted from static output to interfaces people use every day. Along the way he learned to build what he designs, which is why he now works as a Design Engineer rather than strictly as a designer or strictly as a developer. That combination shows up in the work: the Figma file and the shipped component tend to be the same idea, not two approximations of it.

He has spent the last several years on travel and booking products — high-density dashboards, search and filtering, and the kind of internal tooling that has to stay legible under a lot of data. Senior Product Designer at Nuitee and co-founder of diali.ai.

## How he works

- **Start from the problem, not the screen.** Flows and constraints first, then the interface.
- **Design in code where it matters.** Interaction detail — motion, gesture, edge cases — is decided in a real browser, not in a static mock.
- **Build systems, not one-offs.** Tokens, components and documentation, so the second and tenth screen cost less than the first.
- **Refine relentlessly.** Most of the writing on this site exists because a small detail was wrong and fixing it properly took longer than expected.

## Services

### AI product design

Product and interface design for AI products — assistants, copilots and autonomous agents. Turning a model into something people can actually direct: the prompt surface, the agent builder, the review and approval steps, and the states that tell a user what the system is doing and why.

### AI agent interface design

The interaction layer for AI agents: streaming and chat interfaces, tool-call and reasoning displays, stop and hand-back controls, error and recovery states. Informed by building diali.ai and published as open-source skills for coding agents.

### Product design

End-to-end product design: discovery, user flows, wireframes, high-fidelity interface design and prototypes in Figma, for web and mobile products.

### Design systems

Building and maintaining design systems — tokens, component libraries, documentation and the Figma-to-code pipeline that keeps design and implementation in sync.

### Frontend development

Production frontend implementation in Vue, Nuxt and TypeScript, with a focus on accessibility, performance and interaction detail.

### Interaction and motion design

Micro-interactions, transitions and motion systems — the component-level detail work documented in the writing on this site.

## Experience

- **Co-founder**, diali.ai — Present
- **Senior Product Designer**, Nuitee — May 2023 — Present
- **Product Designer**, Queto — June 2022 — April 2023
- **Product Designer**, Salora Technologies — April 2021 — May 2022
- **UX/UI Designer**, FWC — January 2021 — April 2021
- **Graphic & Motion Designer**, Hayat Santé — November 2019 — October 2020
- **Graphic Designer**, Elgeek — January 2019 — November 2019

## Tools

Figma, Vue, Nuxt, TypeScript, SCSS, HTML & CSS, Framer Motion, After Effects, Blender.

## Contact

- Contact form: https://jaberelferkh.com/contact
- Book a call: https://cal.com/jaber-elferkh
- Email: contact@jaberelferkh.com
- LinkedIn: https://www.linkedin.com/in/jaber-elferkh-91bbb9193/