Projects
(DEC2024 - FEB2025)
(JUNE2024)
Mobily (KSA) | User Researcher
Led bilingual user research for Mobily’s websites & apps in both Arabic & English, uncovering usability barriers & language-specific UX challenges. Delivered targeted recommendations to enhance interface clarity, navigation & accessibility across platforms.
(NOV2024 - DEC2024)
RAK Government | User Research Lead
Led user research for the Government of Ras Al Khaimah’s website redesign initiative, guiding strategy through stakeholder interviews, user studies, heuristic evaluation, & surveys. The research uncovered key usability gaps & user expectations, shaping the foundation for a more accessible, user-centered experience across RAK.ae & RAK Courts.
MDLBEAST+Soundstorm 2024 | Brand Manager
Led a team of designers for MDLBEAST + Soundstorm 2024, delivering cohesive, high-impact assets & ensuring brand consistency across all channels. Streamlined design workflows, enforced brand standards, & managed client communications—resulting in on-time delivery & strong alignment throughout the campaign.
(May2025 - JUN2025)
Al Etihad Payments - Aani | UX Design & Research Lead
Led UX research & guideline design for Aani in partnership with Orikami Labs. To improve clarity, onboarding, & usability across Aani’s partner ecosystem, we conducted research with financial partners (LFIs) to identify gaps in how UX standards were understood & applied. I translated these findings into a modular, compliance-aligned system designed to reduce friction, support consistent implementation, & make UX guidance clearer & more actionable across diverse teams.
Full-Time Experience
(MAY2022 - NOV2023)
Paystack | Design Manager & Design Systems Lead
I developed Pax, Paystack’s cross-platform design system, built to unify visual language & improve operational efficiency across teams. This included design audits, token definition & a master component library shaped by developer workflows & product realities. I worked closely with engineers to ensure token fidelity, reduce code duplication & enable scalable adoption across platforms.
In parallel, as Design Manager, I led the Studio team across brand & marketing - facilitating rituals, managing creative workflows & protecting space for deep work.
I also collaborated with the People team on mental health & well-being initiatives, embedding care, connection & sustainability through team support systems & intentional culture practices.
(APR2021 - MAY2022)
Al Dar | UX Design Lead
Created Abu Dhabi’s first digitized real estate paperwork platform, streamlining property registration & legal workflows through user-centered design. I worked closely with engineers to ensure design–development alignment from day one. I also established a scalable, bilingual design system for mobile & web to ensure consistency across touchpoints. Post-launch, I led a continuous UX improvement cycle, integrating user feedback into the roadmap to enhance usability & performance over time.
(NOV2020 - APR2021)
Carrefour | UX Designer
In my time at Carrefour, my main focus was leading and conducting usability tests and research, gathering and analyzing data to assist squads and product owners in making informed decisions to enhance the user experience on the carrefour website and app in the UAE, as well as launch feature to optimize revenue and retain costumers.
(JUL2015 - JUN2020)
dubizzle | UX & Brand Designer
Led UX efforts across dubizzle’s e-commerce platform, designing end-to-end experiences from marketplace search and listing flows to checkout and support journeys. I worked across multiple squads, contributing to user research, guerrilla testing, & analytics synthesis to drive product decisions. This is where my interest in design systems took root, as I began experimenting with early frameworks for UI consistency and scalable components.
As a Brand Designer, I developed & maintained dubizzle’s visual identity across marketing campaigns, managed outsourced creatives, & led merchandise design from concept to production, ensuring brand cohesion & timely execution across deliverables.
(MAR2013 - JUL2015)
CNN | Video Editor & Content Producer
I worked as a video editor & content creator, producing fast-turnaround bilingual content through editing, camera operation, & Arabic translation. I contributed to coverage of key regional events like the Dubai International Film Festival & Cityscape, supporting both live reporting & post-event production across digital & broadcast formats.