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.
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
Service first, then product.
Instead of starting with a complex tool, KetaCV was built as an integrated system centered around human service first, then expanding toward a product. Custom services (writing, design, and review), digital products (templates and practical guides), and educational content that simplifies decisions and guides the user. This approach enabled deep understanding of user needs and behavior before thinking about building a tool.
Impact
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.
Stack & Tools
AstroFrontend Framework
Tailwind CSSStyling / Design System
TypeScriptLanguage
Claude CodeDevelopment Assistance
Google FontsTypography (Cairo)
Results
“We're currently building a smart tool within the platform. Coming soon.”
— What's happening now
Like this project?
I'd be happy to explain any design or technical decision in detail.