Your partner in AI-first product leadership
Grounded in real practice, with experience shaping and prototyping modern products while transforming product organizations with rigorous, future-ready methods.
Our Services
Product organization AI transformation
Equip your product org with AI-first capabilities through audits, workflow redesign, and practical team upskilling tailored to your operating model.
Structure:
🗓️ Engagement structured together, typically 3-5 months
⏱️ 5-20 hours/week
👩💻 AI audits, workflow + tooling setup, and customized upskilling workshops (in partnership with First Principles as needed)
Fractional product management & UX research
Embedded senior product leadership to accelerate strategy, discovery, and execution using AI-first methodologies.
Structure:
🗓️ Monthly retainer
⏱️ 10-20 hours/week
👩💻 Product strategy, UX research, and hands-on execution from an AI-first product leader
AI product consulting
Strategic partnership to define, validate, and shape high-impact AI products and features, from vision to testable prototypes your team can build.
Structure:
🗓️ Monthly retainer
⏱️ 10-30 hours/week
👩💻 AI product strategy, concept development, and hands-on prototyping with design + engineering partners
Product & startup coaching
Practical, end-to-end product guidance to accelerate your path to product-market fit or transition into a product-led organization.
Structure:
🗓️ Monthly coaching retainer or fixed-time workshops
⏱️ 1-2 hours/week for coaching; 1-3 weeks for intensive workshops
👩💻 Founder, product team, and early-stage support across experimentation, prioritization, product strategy, and becoming a product-led organization
Our ideal customer profile
Venture-backed startups
$3M - $20M raised
0-3 full-time product managers; lean product teams
Fractional product management & UX research
Typical services engaged:
Product & startup coaching
AI product consulting
Mature organizations
Multi-million dollar annual revenue businesses
Established product and engineering teams; leadership driving AI initiatives
Product organization AI transformation
Typical services engaged:
Fractional product management & UX research
AI product consulting
Recent Work
Product Organization AI Transformation
Global Healthcare Publisher: 140 PMs transformed into AI-first leaders
First Principles with specialized support from Nokshi designed and delivered a 14-week, hands-on upskilling program tailored to their approved tools and constraints, so PMs improved AI workflows, identified AI opportunities, and led AI product initiatives with confidence.
Fractional Product Management & UX Research
Circle: UX research that drove 22% engagement lift
Conducted user research to understand multi-persona needs, validated new messaging through testing, then implemented recommendations to achieve measurable results in weeks. Results were so reliable that Circle continued working with us for over a year across multiple projects.
Product and Startup Coaching
500 Global: Accelerating 75+ startups to product-market fit
Delivered intensive workshops and 1:1 mentoring across Saudi Arabia, Egypt, Japan, and Mexico covering rapid experimentation, PMF methodologies, conversion optimization, and product team structure. Trained diverse portfolio companies across SaaS, AI, fintech, and consumer industries.
Who we’ve worked with
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![Circle logo]()
Circle (IPO in 2025)
Web3, stablecoins, blockchain, fintech
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![T-mobile logo]()
T-mobile
Telecommunications, fintech
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![500 Global logo]()
500 Global
Startup accelerator, venture firm
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![Origin financial logo]()
Origin
Fintech, SaaS, HR tech
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![Charlie finance logo]()
Charlie Finance (acquired by Chime)
Fintech
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![Savioke logo]()
Savioke (acquired by Relay Robotics)
Robotics, healthcare, hospitality
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![Energias de Portugal logo]()
Energias de Portugal
Energy
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![Trance logo]()
Trance
Social media, video, marketplace
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![Xylo AI logo]()
Xylo
AI, SaaS
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![Dreamie logo]()
Dreamie
SaaS, B2C
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![Giving Assistant logo]()
Giving Assistant
Ecommerce, B-corp
Meet the founder
Marwa Nur Muhammad is an AI-first product leader who helps companies adopt AI in their product strategy and day-to-day product management. She works with tech companies and organizations that want to transform into tech-forward, product-led companies in the AI era. With 15+ years of experience turning ambiguous ideas into validated, user-tested products, she drives measurable outcomes across fintech, SaaS, consumer apps, robotics, and emerging tech, including work with teams at Circle, T-Mobile, and others.
As Founder of Nokshi, she partners with leaders who believe AI will reshape their industry and want a practical path to “AI transformation” inside the product org. Through fractional product leadership, AI audits, hands-on execution, and AI training for product teams, she helps companies build AI fluency, and apply AI to accelerate discovery and improve product outcomes. Her recent work includes training 140+ product managers in AI-first product methods at a multinational company and boosting user engagement by 22% at Circle (IPO, 2025).
A mentor with 500 Global across North America, Saudi Arabia, Egypt, and Japan, Marwa also teaches top-rated product courses on Maven and Udemy. Her background in Computer Science and HCI (Bryn Mawr, Carnegie Mellon) and her early experience building a VC-backed dance tech startup reflect her focus on user behavior, experimentation, and systems thinking—on and off the dance floor.
Testimonials
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![Rachel headshot]()
“Marwa was a huge asset for Circle in the year+ we worked together! I brought her on to tackle a number of large website UX challenges, and she swiftly integrated with the team -- turning ambiguous problems into clear action plans. Her user research and functional prototypes improved our developer user journey and conversion funnel, leading to a lift in our key metrics. I would happily recommend Marwa, and hope to work with her again very soon.”
Rachel Charlesworth, Senior Director of Digital Marketing, Circle
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![Leland headshot]()
“Marwa brought the action-oriented customer focus we needed to fast-track our product development and pull forward new technology delivery. Her powerful mix of self-directed work, excellent communication and experienced leadership was exactly what we needed to expedite our MVP delivery and plan for growth.”
Leland Zimmerman, Head of Product, Dreamie
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![Zach headshot]()
“Marwa brought much-needed process clarity to our product team at Xylo. Her guidance on implementing the RICE framework, sprint planning, and funnel optimization have been clutch. Thanks, Marwa, for your strategic input, your mentorship, and support!”
Zach Gunderson, Co-founder and CEO, Xylo AI
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![Tom headshot]()
"Marwa is a true force for good both personally and professionally. She consistently lifts up the people and organizations around her, an inspirational force and an organizational master. I had the pleasure of working closely with her during a massive company reorganization and total overhaul of our technical systems. Marwa created order where there was chaos and played a critical role in moving the organization forward. I would jump at the opportunity to work with her again and am certain she will be an invaluable part of any team lucky enough to have her."
Tom Herbert, Senior Director of Engineering, Giving Assistant
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![Robert headshot]()
"Marwa added value in the first week developing data flow models of autonomous robot behaviors for hospital environments and then expanded her skills into overall product strategy and product management. She grasped the ideas in Marty Cagan's "Inspired" book understands the concept of an "Inspired Product Team". Marwa combines the entrepreneurial spirit with clear communications, discipline and systems thinking skills, I highly recommend her."
Robert Rossi, CTO, Savioke
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![A silhouette of a person.]()
"Working with First Principles [in partnership with Nokshi] through their AI-First Design Sprint was a game-changer. The pace and quality of delivery were exceptional -- something that's rare to find. The prototypes were consistently clear, high-fidelity, and grounded in user needs, giving our team immediately actionable outputs. They helped us transform early ideas for our AI product in learning and workplace collaboration into user-tested, tangible solutions. Their ability to listen, ask the right questions, and execute quickly with deep AI expertise gave us the clarity and conviction to move forward. It's been high-leverage collaboration from start to finish, and we’re grateful for the momentum they created."
COO, PE-backed transformation firm
