Case Study

Ketacv

Building a resume experience that respects the Arabic user

ketacv.com

A platform combining services, digital products, and content to help job seekers create professional resumes, with a vision to build a smart tool with native Arabic support.

RoleUX Design + Development + ContentYear2022–2026Live Site

Problem

Arab job seekers don't lack skills; they lack the right tools.

Most resume solutions today fall between two extremes: traditional templates (Word or Canva) that are limited and visually weak, or foreign tools that ignore Arabic language and text direction. Add to that the difficulty of writing a professional resume in English. The result: resumes that don't reflect their owners' true level. The problem wasn't just technical; it was the entire experience: complex onboarding, lack of guidance, unprofessional results.

Solution

Two clear paths: a ready template now, or a custom resume in 48 hours.

After years of direct service, KetaCV shifted from a services site to a platform that puts the product up front. The homepage opens with one simple choice: ready-made, ATS-friendly professional templates available for instant download after payment (like the Resume & Job Application Kit), or a custom service where the resume is written and designed within 48 hours. Around them sit free tools (a resume checker and application resources) and educational content that builds trust before purchase. What human service taught us about users is now the foundation the product is built on.

Impact

+200Clients served directlysince 2022

+2KUsers who engaged with contentand services

+5KResumes createdvia templates and services

4.9★Average client ratingout of 5

Process

Discovery

Core understanding was built through years of direct client work and interviews with job seekers from multiple Arab countries. The key finding: users don't want to learn a tool; they want a professional result, fast.

Define & Design

Several service delivery approaches were tested: complex pages performed poorly, simplified steps drove higher engagement. Decision: adopt a simple linear experience that minimizes cognitive load.

Execution

Build a fast, simple site focused on conversion, organize services clearly without distraction, and create a content system that supports decision-making.

Measure & Improve

Analyze user behavior, refine marketing messages, and improve service offerings. Result: gradual improvement in user trust and engagement rates.

Key Decisions

Challenge

How to achieve a professional result without complexity?

Decision

Focus on "service first" instead of "tool first".

Why?

Real user understanding comes from direct interaction, not assumptions. Years of working directly with clients provided real data that no survey could replace.

Challenge

Show many options or few?

Decision

Reduce options and focus on the best.

Why?

More choices reduce decision-making (Paradox of Choice). Users faced with many options delay or abandon.

Challenge

Does the user want full control?

Decision

Guide the user instead of leaving them alone.

Why?

Users seek clarity, not absolute freedom. Experience proved that guided users reach results faster and rate the experience better.