Knowledge
I bring a deep understanding of the end-to-end product design process, collaborating with multi-functional teams to craft solutions that are intuitive and aligned with business goals in both large-scale customer-facing portals/ apps, as well as fast-evolving SaaS environments.
My background spans across a wide range of digital products, from early-stage MVPs to mature products across various platforms like super apps, SaaS, web apps and websites. 

Want to know more about my work? → Let’s talk ☕

B2B experience

In my previous role as a Product design lead for a B2B CPaaS platform, I turned complex systems into seamless user experiences, using a blend of research, iterative designs and a scalable design system. I helped build an initial vision of the product portfolio that ran up to raise a $125M Series B round. I mentored two designers and helped shape design operations to support a growing team. I was responsible for driving the strategic direction, helping them scale faster and deliver a better experience with an uplifted ROI.

B2C experience

Currently, as a UX Designer at Booking.com, I lead the design initiatives of price display for the accommodations business. I design for millions of travellers each day, across 4 platforms, diverse markets and touchpoints, in one of the world’s most high-traffic digital environments. I focus on optimising the customer journey to increase engagement, reduce friction, and improve conversion rates, all while advocating for the principles of ethical UX. Designing for scale has taught me how to translate user insights into experiences that don’t just delight, they convert, retain, and directly impact the bottom line.

Process
Beyond the craft of design, I thrive in cross-functional environments where I can facilitate collaboration, mentor fellow designers, and help foster a culture of continuous learning and iteration. I bring a strategic mindset to problem-solving, always balancing business goals with user needs, and advocating for solutions grounded in empathy, clarity, and measurable value.

  • Strengths

    Establishing design process
    I focus on aligning design ops, workflows, and structures with business goals. I ensure product development is customer-driven by incorporating user research and strategy properly. I push to solve design debt and develop design principles. Representing design in team onboarding, town halls, strategy decks, planning cycles, and helping designers prioritize competing tasks from multiple stakeholders across multiple projects are part of my daily schedule. Ultimately, the process I choose always depends on the project goals, resources, and the team I’m working with.

    Design Leadership
    I focus on aligning design ops, workflows, and structures with business goals. I ensure product development is customer-driven by incorporating user research and strategy properly. I push to solve design debt and develop design principles. Representing design in team onboarding, town halls, strategy decks, planning cycles, and helping designers prioritize competing tasks from multiple stakeholders across multiple projects are part of my daily schedule. Ultimately, the process I choose always depends on the project goals, resources, and the team I’m working with.

    Design
    It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

  • Services

    Analysis
    Draw insights from user interviews/surveys • persona/user stories • journey maps • task analysis • card sorting

    Ideation / Brainstorming
    User research + Analysis • Affinity maps • Feature mapping • Value props • Story boarding • Sitemap • IA • User flows • Task flows • Concept Sketches (pen & paper)

    Design
    Wireframing (low fidelity) • Mockups (High fidelity) • Click-through Prototypes with Micro Interactions • PR2I Process • Remote + In-person Usability testing • Design Systems (Atomic Design Principles) creating, implementing, documenting • Data Visualisation • Iconography • Branded Solutions Presentations

    Methodology
    Design Thinking • user-centred Design • Agile and SCRUM experience • Design sprint (Dual track)

    Language skills
    Design Strategy Presentations • Content design

  • Experience

    Past organisations I’ve worked with: Unifonic, Smart Dubai (Digital Dubai), Gulf News, Isobar, Grey, Ogilvy, Publicis Sapient among others

    Industry Areas: CPaas, Smart city super app, News and publishing, telecom, software dev etc

    Hobbies: reading, crafting and DIY, watching bad disaster movies

  • Process

    I could talk about the numerous prototyping tools I’ve used or different workshop exercises I’ve done, but ultimately, the specific steps I take on any project always depend on the project goals, resources, and the team I’m working with. But on a higher level, I approach my work in a pragmatic and straightforward way, with consideration for the context of how a product is used and made.

    I focus on defining the problem being addressed from multiple perspectives, understanding user needs and internal needs through quantitative and qualitative research, and establishing a framework for creating and evaluating solutions in the short and long term. My process also involves lots of collaboration and synthesizing information, and helping to establish business goals that are in line with user goals.

  • Learnings

    I'm really driven by results. Every design decision is valuable only when it is validated by the real users.

If you want to know more about me, know more about what I’m working on, or talk about working together, feel free to look at my resume or email me.