Senior Product Design Lead with 24+ years across Product Design, UX/UI, Service Design, and Digital Transformation — delivering enterprise-scale platforms for Government, FinTech, Banking, Media, and Energy sectors.
A two-week diagnostic that mapped NI's full merchant onboarding journey, exposed eight process weaknesses, and proposed an end-to-end digital system — designed for scale across MENA.
A tablet-native service concept that keeps Emirates' rigour, adds transparency for candidates, and scales without flying recruiters to hotel ballrooms. Journey, storyboard, and service blueprint.
I'm a Senior Product Design Lead with 7+ years in leadership roles, building scalable design systems, running research programs, and shipping enterprise-grade products — often hands-on in Figma until the last pixel.
Recent work includes leading design for multi-platform government services at Sharjah Digital Government, scaling a cross-platform design system across 65+ services at Bloomberg MEA (cutting delivery time by 30%), and standardising UX frameworks across Mashreq Bank's retail and corporate banking groups.
Earlier, as Senior Product Designer at Xische & Co., I led end-to-end product design for clients including TAMM (ADDA), Emirates NBD, and Network International — which is where one of the case studies on this site comes from.