Ritish® - Portfolio & Strategy

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About

About Aseto, Rewards on Rent

Rent takes a lot every month and gives little back. I worked on Aseto to bring payments, utilities, and rewards into one place, less friction, more control, and a smarter way to rent.

Overview

In 2025, Aseto was introduced on the IOS app store, which let's user draft ejari through AI, pay rent and earn rewards in return.

As a senior product designer, I defined and led 2 workstreams, driving the 0 to 1 design of rewards on rent platform. I also established the strategy and foundation for all new clients.

Product

Android and IOS

Skills

Product Design
Stakeholder Management
Interactive Prototyping
User research and testing

My Role

Senior Product Designer

Product Design

Timeline

Q2 2025 - Q4 2025

Team

Meljohn Cendana, Kriztian Labatete, Vitaly Golodkov

Snapshot

Most of Dubai's population pays rent through either cheques or bank transfers + direct debits, but high rental costs remain a major challenge, and tenants get no benefits in return.

It isn't eveyday that you get to work with such platforms. This is highly technical and a fast paced project, that involved many product areas and external stakeholders. As this was an unprecedented territory for us, our team had to create an entirely new UX patterns, reusable UI componenets, set typography, and create interaction models from the ground up.

Most of Dubai's population pays rent through either cheques or bank transfers + direct debits, but high rental costs remain a major challenge, and tenants get no benefits in return.

Some Stats

Renters in the UAE spend $36B a year, yet deal with fees, manual steps, and 20-30% late payments.

Rising rents impact over 60% of UAE residents.

Digital infrastructure is now the first choice for 84% of UAE residents paying rent.

Constraints

Designing for Aseto came with significant regulatory and compliance challenges that shaped many of our design decisions. Operating in a highly regulated space meant the experience had to balance trust, security, and legal accuracy while still feeling simple and approachable for users. Our team had to design carefully around these constraints from day one.

Constellation of Constraints

All onboarding and payment flows needed to meet strict identity verification and financial regulations, limiting how frictionless these experiences could be.

Strict identity and financial regulations limited how frictionless onboarding and payment flows could be.

Handling sensitive financial and identity data required conservative interaction patterns, clear user consent, and minimal exposure of information at every step.

Sensitive financial and identity data required clear user consent and minimal information exposure.

Key user actions depended on external systems (banks, utilities, Ejari), requiring robust error handling and flexible UX to manage delays, failures, and edge cases gracefully.

Reliance on external systems (banks, utilities, Ejari) demanded robust error handling for delays and failures.