Projects
(DEC2024 - MAR2025)
(JUNE2024)
Mobily (KSA) | User Researcher
Conducted comprehensive user research for Mobily websites & apps, identifying key pain points & delivering actionable recommendations to enhance UX & UI design. For both English & Arabic.
(NOV2024 - DEC2024)
RAK Government | User Research Lead
Led & performed user research initiatives to uncover insights & inform product strategy, improving user experience by identifying pain points & guiding design decisions for multiple digital products.
MDLBEAST+Soundstorm 2024 | Brand Manager
Delivered high-quality design assets & ensured consistent brand representation across all channels for MDLBEAST+Soundstorm 2024 by leading a team of designers & executing brand guidelines. Streamlined design workflows and managed client expectations, resulting in on-time project delivery and improved client satisfaction throughout the campaign.
Full-Time Experience
(MAY2022 - NOV2023)
Paystack | Design Manager & Design Systems Lead
I worked closely with Product and Marketing teams, leading the development of design systems and collaborating on new features and products. As a Design Manager, my focus was on translating creative visions into reality, ensuring they aligned with strategic objectives for impactful and visually captivating product launches. I also partnered with the People team to support employee well-being initiatives, consistently engaged in design operations projects, including those related to learning and development.
(APR2021 - MAY2022)
Al Dar | UX Design Lead
I led the creation of Abu Dhabi's first digitized real estate paperwork product, collaborating closely with engineers to ensure seamless integration. I established design systems for mobile apps & websites, enabling a cohesive user experience across platforms. Additionally, I managed a backlog of design improvements post-launch, integrating them into our roadmap to enhance usability and product quality after the initial launch.
(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
My journey in user experience design began with dubizzle, which served as a pivotal point for my career. Operating as a versatile e-commerce platform, dubizzle provided me with the chance to dive deep into all aspects of UX design. From user research, to sneaky guerrilla testings, and teaming up with the analytics and engineering crew, I got hands-on experience in every nook and cranny of the UX journey. My passion for Design Systems started here and built a strong foundations for my future projects. As a brand designer, I played a key role in maintaining and developing the brand identity, content creation and high-quality creative executions for marketing campaigns. Additionally, I managed outsourced creative projects, working closely with freelance designers, and took charge of designing merchandise while overseeing production processes.
(MAR2013 - JUL2015)
CNN | Video Editor & Content Producer
During my time as a video editor and content creator at CNN, I specialized in video editing, camera work, and Arabic translation. Additionally, I worked with the team to cover various events across the region, including the Dubai International Film Festival and Cityscape.