Ali Elgiadi
Senior Frontend & Product Engineer
New to Contra
Ali is ready for their next project!
I worked on the integration of session replay capabilities into Heap’s product experience following the Auryc/Oryx acquisition.
The challenge was to bring a new, complex product capability into Heap in a way that felt cohesive for customers while also working within technical and organizational constraints. This required balancing product scope, integration complexity, and the need to deliver value incrementally rather than waiting for a perfect end state.
I contributed significant frontend work across the integration experience and helped shape a pragmatic rollout approach that allowed the team to deliver functionality in stages. That meant connecting separate systems in a way that was usable and valuable in the short term, while also creating a path toward a more unified long-term experience.
This project required close collaboration across engineering, product, and design, and it’s a good example of how I approach ambiguous, high-impact work: reduce risk, ship iteratively, and improve the experience over time.
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I designed and built Hush, a privacy-focused payments product that lets users send and receive money through private handles and invite links while keeping regulated identity requirements behind the scenes.
I owned the product end to end—from product architecture and frontend UX to backend data modeling, authentication, transaction flows, mobile navigation, and deployment infrastructure.
The product includes onboarding, private handles, simulated payments, transaction activity, invite-based transfers, funding and withdrawal flows, financial setup states, and privacy controls. I also built the shared design system and reusable frontend primitives used across the experience.
Hush gave me the opportunity to combine product thinking, frontend architecture, mobile development, and backend systems into a cohesive 0→1 product rather than working on an isolated feature.
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I helped build Heap’s Developer Portal from the ground up, creating a dedicated experience for developers and partners to build, configure, and manage integrations with Heap.
Before the portal, integration development relied more heavily on internal processes and support from Heap’s team. The goal was to make the ecosystem more self-service by giving developers the tools and guidance they needed to work independently.
I owned significant frontend work across the portal experience, translating technical integration workflows into a product that was approachable, scalable, and easy to navigate. I worked closely with product, design, and backend engineering to define workflows, establish reusable UI patterns, and make the developer experience feel like a cohesive part of the Heap product.
The portal helped increase organically created integrations by roughly 40% while reducing integration-related support tickets by about 25%.
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I helped lead the development of Heap’s Integrations Marketplace, a 0→1 customer-facing product that centralized how users discover, evaluate, and configure integrations.
I owned significant frontend implementation across the marketplace experience, including the directory, integration detail pages, setup flows, and reusable UI patterns that supported a growing catalog of integrations. The work required balancing product clarity, scalability, and ease of use while collaborating closely with design and cross-functional stakeholders.
The finished experience gave customers a much more intuitive way to find and activate integrations directly inside Heap, and it contributed to roughly 20% increased adoption of integrations.
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