I don't design for users.
I design for contexts.
People rarely decide alone. Culture, incentive, timing, and constraint make the decision before the interface ever does. That's where the work actually starts.
Selected Work
View all worksEach project began with a context, not a brief: the market, the constraints, and the behavior already in motion before a single screen was designed.
Context First. Design Second.
Read
Understanding the context: the market, the behavior drivers, the constraints, and the incentives already shaping the decision before design enters the room.
Shape
Designing the response: product, brand, and experience built to answer what the context demands, not a template applied on top of it.
Evolve
Adapting as conditions change. Context is never static, and neither is the work that has to keep responding to it.
Frequently
asked.
Common questions about scope, process, and how context shapes an engagement. Don't see yours? Reach out directly.
Brand identity, product design, and design systems, approached through three phases: Read (understanding the market, behavior, and constraints), Shape (designing the product, brand, or experience that responds to it), and Evolve (adapting the system as conditions change).
Startups, scale-ups, and global companies working across genuinely different contexts: regulatory, cultural, or competitive. Past engagements include Essilor Luxottica, Enel Energia, and Mooney Go. Each project starts with what's specific to its situation, not a fixed process applied on top.
Send a description of the context (the situation, the constraints, the goals) to omar.mootamri@gmail.com. Omar responds within 48 hours and schedules an introductory call to align on scope.
Yes. Based in Milan, Omar works with clients globally and fully remote. Mooney Go and Enel Energia were both delivered through distributed collaboration: clear async communication and structured reviews, regardless of time zone.
Start With Context
Have a context
that needs reading?
Tell me what's shaping it.
Whatever the deliverable (product, brand, or experience), it starts the same way: understanding what's actually driving the decision. Then we design the response.