Selecto

BACKGROUND

Introduce your business and what you do there.

Dr. Sulaiman Al Habib Medical Group is one of the largest private healthcare providers in the Middle East, operating a network of hospitals and medical centers across Saudi Arabia and the region.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Selecto?

Redesign and rebuild the Group's website so that patients could navigate it easily. Serving a network of this size means a large volume of services, doctors, and content, and organizing all of it into a clear, intuitive experience. The group needed a partner to take on the full design revamp and development of a their website, built around a much stronger user experience.

SOLUTION

What was the scope of their involvement?

Selecto handled the project end to end — from information architecture and wireframing through to full UI design and front-end development. This included restructuring the site's navigation, designing key page templates across services, doctors, and content sections, and building a consistent design system to be applied across the platform.

What is the team composition?

We’ve worked with 3–6 teammates from Selecto.

How did you come to work with Selecto?

We found Selecto through an online search and Clutch. What stood out from the first conversation was their professionalism — they came prepared, asked the right questions, and were organized and clear about how they work. Their company values aligned closely with ours, and it was evident early on that they would be a cooperative, easy-to-work-with partner. That combination gave us the confidence to move forward.

What is the status of this engagement?

We started working together in January 2026, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The website has not launched yet, so we don't have public performance metrics to share. What we can point to is the internal response, which has been outstanding across every team that has reviewed the work — content, design, and business stakeholders alike. The designs are visually strong and consistently applied across the site, the solutions Selecto proposed have been genuinely creative, and the user flows are a clear improvement on what we had. The quality of the work has set expectations high for launch.

How did Selecto perform from a project management standpoint?

Selecto's project management has been excellent. The team is cooperative, professional, and flexible, adapting readily whenever requirements shifted on our side. They follow up proactively rather than waiting to be chased, respond quickly, and consistently deliver ahead of agreed timelines — which is rare and made the project noticeably easier to manage on our end.

What did you find most impressive about them?

What impressed us most is how they handle feedback. They genuinely listen, take it on board, and implement changes properly rather than doing the minimum to close a comment. Beyond that, they are professional and well-organized — everything is planned in advance and the project has moved forward smoothly according to that plan, with very few surprises along the way.

Are there any areas they could improve?

We don't have anything to note here. The engagement has met our expectations at every stage.

BACKGROUND

Please describe your company and position.

I am the Co-founder & CEO of Zuriteq Ltd

Describe what your company does in a single sentence.

Our company mission is to engineer affordable SaaS (Software as a Service) solutions that improve overall digital experience of internet users by delivering great fair value to their day to day digital life.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Selecto to accomplish?

• Visual ID and Branding
• Website Design
• Website Development

SOLUTION

How did you find Selecto?

Referral

Why did you select Selecto over others?

Referred to me

How many teammates from Selecto were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Three items were on the scope of work delivered by Selecto:
1. Creating a Visual ID and Branding for the company
2. UI/UX design for the company website
3. Website development using Webflow

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The Selecto branding team delivered a good brand identity with a cohesive system of design elements like a logo, color palette, and typography that consistently reflects our company vision, personality and values. Thereafter, the website design and development team went on to produce a professionally designed website that features a clean, user-centric interface with a clear value proposition and intuitive navigation.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

An engaging project team was assigned and the delivery was spot on time. I enjoyed flexible communication through various channels including virtual meetings, slack and whatsapp chats to make sure the requirements were accurately understood. The project was structured in a cohesive manner and all aspects were covered with appropriate approvals to avoid repeatitions.

What was your primary form of communication with Selecto?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

I was impressed by the quality of the deliverables. The branding is outstanding and convey the vision of our company. The UI/UX design was implemented intuitively and seamlessly, providing effortless user journeys. It prioritizes accessibility, uses consistent visual language, and is highly responsive across all devices. The final product feels polished, performs flawlessly, creating a delightful and efficient experience.

Are there any areas for improvement or something Selecto could have done differently?

One aspect I had wished was to have multiple branding options with meaningful concepts to choose from, instead of only two options at the approval level.

BACKGROUND

Please describe your company and position.

I am the Co-Founder and CTO of Ai Search Inc.

Describe what your company does in a single sentence.

iAsk.Ai (iAsk™ AI) is an advanced free AI search engine that enables users to Ask AI questions and receive Instant, Accurate, and Factual Answers.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Selecto to accomplish?

• New branding of our product
• Product design for web and mobile applications
• iOS application development

SOLUTION

How did you find Selecto?

We met at the TOA conference in Berlin in 2014.

Why did you select Selecto over others?

Selecto’s time-proven skills and shared vision aligned perfectly with our startup team's approach.

How many teammates from Selecto were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Overall Project Scope:

We brought Selecto on board for a complete revamp of our product. The scope included: 

• new branding
• integrating that branding into a fresh UI
• UX improvements
• designing new features
• creating a design system and principles for scalability
• developing a brand-new application

Key Deliverables:

• New branding for the product
• Redesigned product with new features and improvements
• Application design and development

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

All changes and updates were communicated and tested with our focus group first, receiving positive feedback each time. After every release, the feedback from our users was overwhelmingly positive. The product is now ready to scale, resulting in a 30% increase in referrals and consistently positive feedback on the App Store.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team was proactive, delivered everything on time, and consistently provided innovative ideas on how to optimize the project.

What was your primary form of communication with Selecto?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Selecto’s approach went beyond delivering the scope; they understood the business goals and adjusted their activities and delivery accordingly, staying aligned with us. We genuinely felt like we were working as one team, not outsourcing a part of our product to an agency.

Are there any areas for improvement or something Selecto could have done differently?

Didn’t recognize any.

BACKGROUND

Please describe your company and position.

I am the CEO of ZBX.com

Describe what your company does in a single sentence.

ZBX.com fiat enabled European Digital Asset platform licensed as a Class 4 VFASP (Virtual Financial Assets Service Provider)

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Selecto to accomplish?

• Improve the UX UI for corporate client

SOLUTION

How did you find Selecto?

Referral

Why did you select Selecto over others?

• Close to my geographic location
• Referred to me

How many teammates from Selecto were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Overall Project Scope

We engaged Selecto to completely overhaul our B2B banking application (a regulated, fiat-enabled digital asset platform). Their redesign and front-end development encompassed the following vital areas:

• Seamless System Integration: Selecto ensured our new front-end interface connected flawlessly with both vital banking systems and our core back-end infrastructure.
• Multi-Platform Delivery: Their development addressed both web-based and mobile versions of the application, ensuring a consistent and optimal user experience across devices.
• Marketing Support: Selecto's services extended beyond core development, providing valuable assistance in creating compelling marketing assets to promote our enhanced platform.
• Ongoing Maintenance: Their commitment included a post-launch maintenance plan, addressing potential issues, and ensuring the application's continued smooth operation.

Key Deliverables

• User Interface: Selecto crafted a modern, user-centric UI, simplifying complex banking processes and enhancing overall usability.
• Marketing Materials: Selecto collaborated with our team to produce high-quality marketing collateral, including website assets and promotional graphics.
• Technical Documentation: They provided comprehensive documentation ensuring easy knowledge transfer and streamlining future updates.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Customer Satisfaction: Early feedback on the redesigned platform has been overwhelmingly positive. Clients praise its improved ease of use and streamlined functionality.
• Enhanced Product Roadmap: The flexibility of Selecto's design allows us to confidently pursue our roadmap of ongoing features and updates.
• Scalability and Adaptability:  The well-structured design assets they provided allow for quick iterations and modifications, enabling us to respond rapidly to evolving market requirements and user needs.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Selecto maintained regular, transparent communication throughout the project. Their team held frequent meetings and sprint planning sessions, keeping us well-informed on progress and potential roadblocks. They demonstrated responsiveness to our needs and were generally on track with their timelines.

What was your primary form of communication with Selecto?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Selecto's deep understanding of the fintech sector set them apart. Their experience was evident in their design decisions and development choices. They clearly grasped the complexities of banking regulations and the unique user requirements within our niche. Their established frameworks allowed for efficient decision-making, ensuring the project stayed aligned with our larger goals within the financial technology landscape.

Are there any areas for improvement or something Selecto could have done differently?

We understand that projects of this scale inevitably have some areas where processes can be refin withed. Overall, Selecto was a strong partner, and we'd consider working with them again. Perhaps for future projects, we'd establish even more detailed communication protocols from the outset.

BACKGROUND

Please describe your company and position.

I am the Product Manager of Udrive

Describe what your company does in a single sentence.

Car-sharing

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Selecto to accomplish?

• Revamp our Mobile Application

SOLUTION

How did you find Selecto?

Referral

Why did you select Selecto over others?

Good value for cost

How many teammates from Selecto were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

1. User Research (customer interviews, stakeholders interviews and preparation of CJM and key hypotheses about UX improvement of the app) 
2. Contextual Wireframes 
3. Mid-fidelity Wireframes 
4. UI 
5. Design System

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

1. We successfully achieved coherence between our upcoming brand launch and the product itself, ensuring a seamless user experience.
2. The extensive research and insightful user interviews not only validated our hypotheses but also fine-tuned our roadmap, saving us time and uncovering fresh opportunities. 
3. With the implementation of our new design system and comprehensive documentation, the process of onboarding engineers has become remarkably efficient, allowing us to scale our team swiftly when the need arises.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They displayed a proactive and well-organized approach, maintaining daily communication and conducting periodic offline meetings. What set them apart was their willingness to bring their own ideas and approaches to the table, all backed by their extensive experience, best practices, and thorough research.

What was your primary form of communication with Selecto?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What truly stood out about Selecto was their team of high-profile experts. They didn't just assist us in creating a new UI; they elevated themselves to become our trusted partners in UX strategy and product transformation. Their commitment to going above and beyond made them a valuable asset to our project.

Are there any areas for improvement or something Selecto could have done differently?

We're enjoying our collaboration, and we'd be even happier if Selecto could have their talents located in our office for even closer teamwork.

BACKGROUND

Please describe your company and your position there.

I am the Paid Media Manager at Skiddle, one of the UK's leading ticketing platforms. We are a primary ticket outlet and online events guide, supporting promoters with listings and event promotion and providing face-value tickets for our customers.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Selecto?

Our objective was to redesign and optimise our B2B website for use in digital marketing campaigns and to create an incredible website experience for our customers.

SOLUTION

How did you select this vendor?

We were looking for a company that could deliver a design that would look and perform at an extremely high standard. Selecto understood our business from the beginning and we had huge belief and trust in them due to their thorough and conscientious project development process. We made the right decision.

Describe the project in detail and walk through the stages of the project.

Our main goal was to develop new lead generation funnels through a fresh and renewed UI and The Selecto team delivered a new style and designs for our B2B website that we could use for our lead generation campaigns.

How many resources from the vendor's team worked with you, and what were their positions?

We worked with 2 designers, a design lead, and a mobile development team.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Our website is due to be launched soon and is currently in development

How effective was the workflow between your team and theirs?

The Selecto team was very responsive and we had regular communication with them through video calls and daily slack messages.. They delivered fast, always responded to the feedback and made changes accordingly. As for the deadlines, they stick to the timeline and effectively prioritised all of the tasks.

What did you find most impressive or unique about this company?

We are impressed by the level of expertise the Selecto team has. They are extremely skilled and experienced when it comes to design and also extremely professional when it comes to client management and communication.

Are there any areas for improvement or something they could have done differently?

The whole experience was very positive and I really can't think of any criticisms. Their team handles projects and deliverables very professionally, on time and on budget.

BACKGROUND

Please describe your company and your position there.

I am a head of a department at Pharmaciaty. We are a digital healthcare platform that reimagines the healthcare value chain of the 21st century and puts the consumer first. The platform serves as a marketplace for over-the-counter products and prescription medication and much more. Our goal is to provide holistic digital health services by promoting safe, efficient, affordable and unified healthcare solutions in the Middle East.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Selecto?

We wanted to build a holistic digital healthcare experience with modern twists that utilize web & mobile app crossovers. In addition to this, accessibility, simplicity and an engaging journey was paramount to separate us from the competition.

SOLUTION

How did you select this vendor?

We were recommended to hire Selecto as a vendor by a partner.

Describe the project in detail and walk through the stages of the project.

As the solution was built from scratch, Selecto provided an entire cycle of product development. First, we cooperated to complete a Discovery phase, during which their team provided us with a more clear understanding of our final goals. Next, we agreed upon the requirements for the final product and established timelines.

Currently, we’re at the stage of design and development and constant iterations. We’ve already completed the first release and it was very successful. Now, we continue our cooperation to deliver and push for changes and improvements across the board.

How many resources from the vendor's team worked with you, and what were their positions?

In total, we worked with a team consisting of:

• Project Manager
• UI / UX Designer
• Business Analyst
• Technical Lead
• 2 Backend Developers
• 2 Frontend Developers
• 2 QA

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The first version of the product was already delivered, and it was launched for the Saudi Arabia market. Selecto team managed to deliver not only e-commerce, but a combination of retail and healthcare platforms by adding more functionalities, such as the ability to upload RX, verify them by pharmacists and order RX products.

How effective was the workflow between your team and theirs?

Selecto team always works within budget and meets deadlines. Communication is clear and concise with utilizations of such tools as Jira & Slack to communicate with stakeholders. What I like the most is the way estimations are done to give a sense of transparency between Optimistic vs Pessimistic deadlines.

Not everything goes to plan and this has been great to react with such things as unknown technical debt, change of requirements or feedback from stakeholders. Selecto are able to use a vast variety of methodologies to bring comfort and familiarity to the project that best suites the client.

What did you find most impressive or unique about this company?

Their ability to adapt and be agile on the project. Selecto are very proactive to resolve problems where possible in all aspects of the project, this has been well recieved throughout our collaboration. Quality of deliverables has been really good and it's improving continously as the industry brings new tools, methodologies and automations into affect.

Are there any areas for improvement or something they could have done differently?

I would say that the process surrounding reporting could be improved but we are already in progress with this. I would like most of the analytics to come from our project management system. Other than that, I don't have any additional feedback at this moment in time.

BACKGROUND

Please describe your company and your position there.

We're an upcoming, forward-thinking, and human-centric Fintech from Dubai, UAE. I'm the co-founder and CXO.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Selecto?

UI/UX design for a payments web app that is responsive and super-fast! Using existing style guides and brand guidelines. Redesign and update of our corporate website.

SOLUTION

How did you select this vendor?

We chose Selecto for the quality of their current and past work. More specifically work that included dense web apps that needed to be human-centric and user-friendly. We then met the designer on the team to make sure it was a good fit, it's been an absolute delight to work with him. Price also played a significant part of the selection process.

While for a early-stage startup like us Selecto is not cheap, they have gone above and beyond and worth every penny because their work speaks for itself.

Describe the project in detail and walk through the stages of the project.

Design sprint that included Selecto visiting our HQ in Dubai. This was useful for us in away to get to know the team but also to begin deep research into our company, product and the target audience. The design sprint was then turn into a product requirement document. Work started immediately from low-hanging requirements while building the design system, then into more sophisticated features and functionality.

While the project has launched the product continues to grow in design of new features. This work will continue with Selecto for the foreseeable future.

How many resources from the vendor's team worked with you, and what were their positions?

We started off working with a PM and the designer but felt that our own PM internally was sufficient. Today, we are working directly with our assigned designer from Selecto and our own internal PM, frontend, and backend developers. All of whom have attested to the great work ethics and style of the Selecto team.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The project was broken down into bi-weekly sprints, we have launched multiple iterations and continue to develop more complex features with the support of Selecto. Our users love the product and credit goes to Selecto for continuing to build on the great work our team had started internally.

A year on we find Selecto and our assigned designer an extension of our team and are delighted to work with him, even during the most challenging of times, they have shown an incredible amount of professionalism and courage.

How effective was the workflow between your team and theirs?

Excellent, the team at Selecto have excellent command of English, which their founder mentioned was a prerequisite at hiring, which we truly appreciate, as it allows us to understand each other quickly and move through iterations much faster. The collaboration has gone from strength to strength where by we feel that Selecto truly understands and own our expectations, design approach and the radical alignment to solving customer pain points.

What did you find most impressive or unique about this company?

We find that Selecto never complains, we often switch context, going from one design to another in a short period of time, while we want to make sure we are not doing this too often, we find that our designer is incredibly patient and able to navigate multiple requests and iterations in away that is mature, professional, kind and compassionate. The quality of Selecto's work makes them the best agency we worked with to date. Incredibly patient and always at hand to resolve issues.

Are there any areas for improvement or something they could have done differently?

I'd like to see Selecto grow, and move to Dubai, UAE! A small but high-quality team would go a long way in this region.

BACKGROUND

Introduce your business and what you do there.

I’m the head of projects at Afro-Stream, a streaming services company. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Selecto?

We built our app’s first version in-house when we were developing its MVP and proof of concept (POC). The mobile version was working well, but its quality wasn’t at par with the standards of competing apps. In 2019, we started to restructure the app to high standards. It involved completely redoing its UI/UX design and upgrading its front- and backend technologies for iOS. Android, and web. However, we didn’t have any UI/UX designers or app developers. As a result, we hired Selecto to help us. 

SOLUTION

What was the scope of their involvement?

Selecto designed and developed our new web app. The idea was to build a platform hosted locally to deliver low-cost services to mobile service providers and pass them on to end users. 

Our first step was to bring the server into the data centers of the various operators working with us. Then, we ensured that all end users and subscribers went through a local network without using the intranet. Users could pay via their service providers or via an e-wallet on their mobile devices. 

Once we had those in place, we started building the app. Selecto started with its UI/UX design, concept, and front- and backend development. They then collaborated with operators to integrate content; we had to integrate a massive amount of local, regional, and even international content with high local consumption on the platform. From there, we created a marketing strategy. To be clear, Selecto didn’t work on content promotion or marketing. 

At present, we’re still working on this project with Selecto. Their resources are working on the animations integrated with the UI/UX of the app. 

What is the team composition?

We work with two project managers, two designers, two iOS developers, two Android developers, two backend engineers, and one business analyst. 

How did you come to work with Selecto?

When we were searching for a vendor, we asked around and Selecto came up; that was how we found them. 

How much have you invested with them?

We’ve spent between $200,000–$250,000. 

What is the status of this engagement?

We started working together in May 2019, and the engagement is ongoing. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We’ve received good feedback from customers and acquired contracts with bigger operators. 

Anecdotally, Selecto has been amazing from the start even if it’s a little difficult to explain what we do. We need more simplicity than complexity since smartphones in Africa aren’t the most advanced. They also have smaller screens, and we have to ensure the app is suitable for such devices. Given these, I’m truly amazed by their level of attention to detail and focus. They quickly replicate what we’re asking for, and their business analyst has been excellent. 

Overall, the Selecto team has a perfect understanding of our needs, and they’ve been patient with the changes that we’ve had to make along the way. 

How did Selecto perform from a project management standpoint?

Selecto’s project management has been great. They’ve been willing to discuss with our existing users. In fact, they’ve interviewed 20 of our users without us — this has helped us gather plenty of feedback from our customers. 

To communicate, we use Slack and Zoom calls. We also have group chats. Meanwhile, their development team uses GitHub. Their resources were flexible, so we also have discussions on WhatsApp, Telegraph, and phone calls. Overall, their team has been highly proactive. 

What did you find most impressive about them?

We continue to have a fantastic experience with them. Most of the people we work with from their team are better than our best people. Overall, they’re a partner that tells us what we need to do and not just do things that we can do by ourselves.

Are there any areas they could improve?

Selecto’s development process can be done faster, although I understand that they like to be thorough. 

Do you have any advice for potential customers?

Selecto has a great business analyst. Most of the time, you’ll want a project manager, but their analyst has been helpful in breaking down ideas and making it easier to speak for designers and developers. Remember that they’re good at what they do, so give them as much information as you can. If you do that, they can make great recommendations. 

BACKGROUND

Please describe your company and your position there.

Elise is a first-ever e-car booking app in Switzerland. The platform allows to rent an electric car (mostly Tesla) in Geneva from anywhere in the world. Users could book a car in advance, unlock it within a click and just go, without any face-to-face contact. I am a co-founder there.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Selecto?

We were looking to launch a digital only car sharing service offering only electric cars rental (app based).

SOLUTION

How did you select this vendor?

One of my colleagues had previously worked with their team on several projects and had recommended them. After a review of multiple providers in Switzerland and abroad we decided that Selecto was the best provider for this project.

Describe the project in detail and walk through the stages of the project.

Their team started off by studying our business landscape and gathering stakeholders requirements. Based on the research they created a product roadmap and started working on design and then development (currently the app is for iOS only). They also built a landing page for our service. We are currently planning to create a version for Android and have started the analysis phase.

How many resources from the vendor's team worked with you, and what were their positions?

We worked with two UX designers and iOS developer. We also engaged a project manager and a tester on a part-time basis.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We’re happy with how the product looks and how it is presented online. Based on the client positive feedback, we believe that the product has been validated by the market and users.

How effective was the workflow between your team and theirs?

The communication was clear - they kept us well informed. We communicated directly with the design team and a developer.

What did you find most impressive or unique about this company?

What I just can’t fail to mention is the quality of the design delivered. A lot of our ideas came from them. And they were willing to contribute not just with design but with the overall idea of the product.

Are there any areas for improvement or something they could have done differently?

I think their scheduling during the development stage might have been a little better. But in terms of design they were accurate.