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 | Research & Service Design
Led research & service design for RAK.ae & RAK Courts, conducting stakeholder interviews to map how government services operate, including content approvals, media workflows, & court processes.
Discovered key pain points, such as citizens repeatedly calling court reception for information, & analyzed how lawyers & other users interact with services.
Restructured RAK Courts’ + RAK.ae information architecture, mapped end-to-end user journeys, & developed modular guidelines & frameworks that improved clarity, accessibility, & consistency across departments & user touchpoints.
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 | UI & Service Design
Conducted stakeholder interviews & usability audits with designers, developers, product managers, & technical teams to uncover gaps, inefficiencies, & opportunities in Aani’s UX guidelines.
Mapped end-to-end workflows, use cases, & integration processes to ensure guidelines supported both user-facing interfaces & internal operations, including technical & compliance requirements.
Developed structured, modular guidelines with clear navigation, visual hierarchy, accessibility standards, & actionable steps, enabling cross-functional alignment & consistent, scalable implementation across Aani products.
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 & Service Design Lead
Successfully launched Abu Dhabi’s first integrated real estate transaction platform, collaborating closely with engineers & stakeholders to deliver seamless integration for both the user-facing “Dari” app & website, & the backend “Amlaki” platform used by government employees.
Conducted contextual research & service mapping with government employees, internal teams, citizens, & attorneys to understand workflows, uncover inefficiencies, & redesign end-to-end transaction processes, including document review, approvals, & communication flows.
Built & implemented two design systems, optimized information architecture & navigation, tracked UX debt, & managed post-launch improvements, creating a consistent, accessible, & user-centered service ecosystem that improved efficiency & usability for all stakeholders.
(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.