Noor Chaeib
I design products that scale to hundreds of millions of people. Thirteen years leading design at HP — now building my own.
For thirteen years, I was the person in the middle — the glue between product, engineering, and business, turning ambitious ideas into experiences that actually shipped.
I led product design for HP's flagship app — its core experiences and devices, redesigned end-to-end, taking it from a single print utility to a unified product used by tens of millions of people worldwide. Then I took everything I learned and became a founder myself.
Merging three products into one.
I was put in charge of transforming HP's flagship consumer app — merging three previously separate product lines, each with its own stakeholders and requirements, into a single, coherent experience. The initial deadline was six months; scope grew and it was extended by a year. I led it solo: information architecture, the core experiences and devices, monetization, a full responsive design system spanning desktop, tablet, and mobile, and the in-app campaign system other teams across the company relied on to reach users.
The challenge
This wasn't a visual refresh. It meant reconciling three distinct products — each with its own users, business goals, and technical constraints — into one app, on a compressed timeline, without a team sized to match the scope.
What I owned
I was the single point of design leadership across the entire effort — the information architecture, the core experiences and devices, the responsive system it all runs on, and the narrative that brought every team's piece together for leadership.
App walkthrough coming soon
A full walkthrough of the HP app, recorded from the live, public app.
Thirteen years of shipped work
A selection of the products and systems I designed and led end to end.
HP App
Beyond the merge and launch, I stayed on to lead the app's ongoing evolution — its core experiences and devices, its highest-visibility recommendation surface, a systems-level required-update rollout gracefully forcing a critical update across Apple, Android, and desktop, and the monetization and campaign tooling other teams across HP relied on to reach users.
HP Smart
Led HP Smart through nearly a decade of evolution — from a ground-up redesign of the original "All-in-One Printer Remote" app, a live product with real users that was utilitarian and lacked ease of use, through ownership of every digital print experience and the Connect Anywhere feature, to running the entire app as Product Design Lead ahead of its transition into the next-generation HP app.
HP Roam
A cloud-based print system letting people send a job from anywhere and pick it up at any enabled printer — no setup, no cables, no guesswork. I led the experience strategy, the UX requirements, the visual identity and icon system, and the platform-specific interaction design for iOS and Android. It later evolved into what HP calls Private Pickup today.
HP Instant Ink
Visual Experience Lead across the full Instant Ink digital experience — website through print material, spanning Pro, Consumer, and Pentane — staying on through the program reaching one million subscribers.
The long version
Every chapter, product by product — from Instant Ink to leading HP's flagship app.
HP App
Led HP's flagship app through its full relaunch — merging three previously separate product lines (Print, PCs & Accessories, Support) into one unified app across mobile and desktop, against an initial six-month deadline, later extended by a year as scope grew. Owned Information Architecture, App-Wide Shared Experiences, the Home Screen, Devices & Device Details, Monetization, and Campaigns design management — five concurrent workstreams, while leading a team of five: product designers, a content strategist, and a dev-designer hybrid.
HP Smart — App Lead & Wiki
Put in charge of the entire HP Smart app as it transitioned into the next-generation HP app. Created and maintained a company-wide HP Smart reference wiki used for onboarding and later for that transition. Also served as Innovation Lead from 2021–2023, authoring four patent disclosures, and ran a structured design-mentorship program.
Digital Print Experiences
Product Design Lead across all of HP's digital print experiences within HP Smart — the connective layer between every print-related feature in the app, ahead of taking on the full app.
HP Connect Anywhere
Led the Connect Anywhere 1.5 redesign from usage and retention data, then owned Connect Anywhere 2.0 end to end — printer management and sharing, a full year, presented directly to executive stakeholders. Also redesigned Core Photo across iOS and Android the same year.
HP Roam
Designed and led HP Roam end to end — interaction design, visual design, UX strategy, and branding for HP's cloud print-release system. Presented to executives, partners, and R&D across four dev teams on a tight deadline. Later evolved into what HP calls Private Pickup today.
HP Smart App Redesign
Led the ground-up redesign of the original "All-in-One Printer Remote" — a live app with real users, but a utilitarian, clunky one — into HP Smart, across iOS, Android, and desktop. Introduced a new animation system adopted org-wide and took the app's store rating from 4.7 to 5.0 stars, with setup conversion climbing from 42% to 73%.
HP Instant Ink
Visual Experience Lead across the full Instant Ink digital experience — website through print material, spanning Pro, Consumer, and Pentane — staying on through the program reaching one million subscribers.
Now, I'm building my own.
Everything I learned leading design at scale, applied to something I own end to end.
Nabo — hyperlocal borrowing & sharing
Nabo helps neighbors lend, swap, and give things away within about a mile of home — because the best resource in any neighborhood is the one your neighbor already owns. I'm the founder and product owner: I built Nabo myself — the product, design, copywriting, and marketing — with some engineering help along the way. Taken from a market evaluation of a dozen ideas through to a live App Store launch.
What's next
A second product, currently in the studio.
TagMyLook
TagMyLook turns a single photo into shoppable content — AI-powered editing paired with built-in product tagging, so creators can go from a look they love to a post, a shop, and an income stream, without leaving the app. Currently in development, designed and directed by me from concept through launch.
A private, voice-first record
Designed end to end — strategy, UX, and identity — now in active development for an iOS and Android launch this October.
Daybook
A private, voice-first app for documenting a difficult situation as it happens — a fifteen-second spoken note today becomes a dated, credible record months later, when memory alone isn't enough. I led product strategy, the full UX (18+ screens), onboarding, and visual identity — including a four-round logomark process that moved from an abstract motif to a literal, legibility-tested open-book mark. My collaborator is building it now, with a launch planned for iOS and Android this October.
Capture is never gated
No login, no form, no paywall between opening the app and recording. The account prompt only appears after the first entry is already saved.
No employer field, anywhere
Not optional, not nullable — absent from the schema entirely, so the data could never be searched by company name.
The AI describes; it never concludes
It can note the interval between two events. It can't call it retaliation. That line is enforced in the system prompt itself, not left to review.
Process note — the logomark
The final mark took four full rounds: abstract "thread" motifs, a version that read as unintentionally anatomical, a too-subtle typographic exploration, and finally a literal open book — rebuilt twice more until a simplified two-shape construction held up legibly from a 16px favicon to full size. Every candidate was checked at four sizes side by side before being presented.
A few independent brands
Alongside product work, I've built a handful of content brands across audio, video, and social.
Drift
Ambient sound and sleep audio, across YouTube, Spotify, and more.
Coco & Biscuit
A kids' music brand built around two very good animal friends.
@moreincomenow
A social-first content brand in the side-hustle space.
How I work
I'd love to hear from you.
Open to new opportunities, collaborations, and good ideas. Reach out any time.