Designing complex interfaces for companies and brands that move forward
Key achievements
KEY ACHIEVEMENTS
- Designed product experiences across Fantasy, LocAI, Moove, CERN, Chalhoub Group, and Namshi.
- Shaped AI-native workflows, mobility-fintech interfaces, premium retail journeys, and enterprise SaaS products.
- Created clear, scalable design systems and interaction patterns for complex product environments.
- Partnered closely with product, engineering, and business teams to translate ambiguity into shippable user experiences.
- Balanced high-craft visual design with practical usability, accessibility, and implementation details.
- Delivered end-to-end product work across discovery, strategy, prototyping, interface design, and handoff.
Selected projects
2013 — 2026Mira
Design Lead · 2023
Mira is an AI-powered customer experience platform that automates customer interactions across voice, chat, email, and WhatsApp — solving operational challenges for end users and businesses, reducing manual tasks, and improving engagement with faster, personalized, consistent support.
Fantasy
Design Director · 2024
Fantasy is a next-generation lifestyle brand blending storytelling, design, and technology. As Design Director, I shaped the end-to-end customer experience and product surfaces — establishing a distinctive visual language and scalable design system for the brand's digital ecosystem.
Namshi
Lead UI/UX Designer · 2019 — 2021
Namshi VIP is the rewards club that everyone wants to be part of — a members-first loyalty experience designed to deepen engagement across the Namshi shopping journey.
Homecentre
Principal Product Designer · 2023
Based on customer data and feedback, Homecentre is planning to re-design the homepage experience to better direct customers to the correct location and then purchase. The opportunity is to suggest different types of improvements, such as new features, visuals, interactions, re-design, or any idea that can help the primary goal of the page to convert users to proceed with a possible purchase.
Siemens
Product Designer · 2023
Siemens Mobility is a global technology leader shaping the future of transportation through intelligent infrastructure, digital mobility solutions, and sustainable transit systems — enhancing rail operations, passenger experiences, and smarter, more connected transportation networks.
Qatar Airways
Product Designer · 2023
Millennials are a growing demographic in travel, seeking new ways to discover and plan trips. Traditional platforms overwhelm with information and limited customization. A user-centered approach created a loyalty platform tailored to millennial travelers.
CERN
Research & Product Specialist · 2023
Cancer care isn't equal — rural patients see slower declines in cancer death rates due to limited hospital resources. With Lumo, we designed a small beta/gamma-ray detection device to complement PET scans, giving patients faster imaging access and improving health outcomes.
Swarovski
Principal Product Designer · 2021 — 2022
Founded in 1895, Swarovski is a global luxury brand specializing in crystal jewelry, accessories, and decorative products. A strong omnichannel presence delivers premium, personalized customer experiences that seamlessly connect physical retail stores and digital platforms.
Tanagra
Principal Product Designer · 2021 — 2022
Tanagra is a luxury home and lifestyle destination in the Middle East, renowned for curated premium home décor, designer furniture, tableware, and gifting — delivering elevated omnichannel experiences that blend craftsmanship, design excellence, and personalized service.
Lacoste
Principal Product Designer · 2021 — 2022
Lacoste is a premium fashion and lifestyle brand known for its distinctive blend of sport, elegance, and contemporary design — delivering elevated customer experiences globally across apparel, footwear, accessories, and lifestyle collections.
GHAWALI
Principal Product Designer · 2021 — 2022
Ghawali is a premium fragrance brand that blends modern luxury with the traditions of Middle Eastern perfumery — creating immersive customer experiences across perfumes, oud, incense, and home fragrances that reflect the region's heritage and contemporary lifestyle.
Guerlain
Principal Product Designer · 2021 — 2022
Guerlain is a prestigious French luxury beauty and fragrance brand known for iconic perfumes, skincare, and cosmetics. Nearly two centuries of heritage combine innovation, craftsmanship, and personalized experiences across physical and digital touchpoints.
About me
ABOUT
Strategic customer experience and service design leader with 12+ years of experience shaping global strategies across fashion, fintech, travel, AI, and e-commerce. Known for building high-performing teams and embedding customer-first frameworks that turn complexity into clarity.
Trusted by brands including LocAI, Moove, CERN, Chalhoub Group, and Namshi to deliver seamless experiences and measurable business growth. Currently seeking design leadership opportunities at mission-driven product companies pushing boundaries in AI, payments, and global-scale systems.
Experience
EXPERIENCE
- Implemented customer-first service design frameworks, improving service consistency by 30%.
- Collaborated with operations and technology teams to streamline workflows, reducing turnaround time by 25%.
- Led and mentored a cross-functional team of UI/UX designers and researchers, driving delivery quality and team performance.
- Owned and managed brand loyalty and sustainability programs, ensuring alignment with business and customer experience goals.
Skills & tools
SKILLS & TOOLS