With over 12 years of experience crafting customer experiences, scaling design teams, and establishing design operations across industries and countries worldwide. I am currently leading the design practice for creating digital experiences for the healthcare ecosystem in Abu Dhabi.
North stars, experience principles, prioritization frameworks, and measurable outcomes.
Discovery, usability studies, and synthesis that drives decisions—not just reports.
Journeys, blueprints, information architecture, and high-fidelity delivery support.
Product Design
Banque Misr, Egypt
Led the digital transformation initiative to establish and operationalize a modern digital factory framework for Egypt's second-largest bank.
Product Strategy
TymeBank, South Africa
Designed the strategic foundation and user experience for a multi-service financial platform serving millions of South African customers.
Research
HERE Technologies
Established research operations covering the entire software development cycle and beyond release, enabling data-driven product decisions.
Leadership
Design Leadership
Built frameworks and practices for distributed design teams, focusing on collaboration, async communication, and maintaining culture remotely.
Service Design
Saudi Tourism Authority
Designed comprehensive visitor experiences and service blueprints to enhance tourism infrastructure and hospitality across Saudi Arabia.
Product Design
Bank of Kigali, Rwanda
Designed Ikofi, a universal wallet for Rwandan farmers using USSD and NFC technology. Helped scale financial inclusion to underserved communities.
I'm always open to discussing new projects, creative ideas, or opportunities to be part of your vision. Whether you need UX strategy, design leadership, or transformation consulting — let's connect.