Strategic UX/UI Leader with over 9 years of experience scaling digital products
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Strategic UX/UI Leader with over 9 years of experience managing design teams and scaling digital products across diverse global markets, including Dubai, Jeddah, and Mumbai. Currently leading a team of 7 designers at DEWA, where I spearheaded the creation of the Custom DEWA Design System, resulting in a 4x increase in project delivery speed. Expert in building efficient DesignOps workflows, leveraging AI-assisted tools for rapid design, and improving high-traffic government services through data-driven design and accessibility standards.
Expert in aligning project requirements with stakeholder goals and ensuring high-fidelity implementation through rigorous functional and design testing.
Strategic Leadership: Guide a team of 7 designers to deliver 4 project per month (up from 1) by introducing structured one-on-ones, weekly stand-ups, and rigorous design reviews.
AI & Workflow Innovation: Leading the exploration and integration of AI tools—including Figma Make and Claude Code—to enhance work patterns, accelerate UI creation, and optimize rapid prototyping.
Custom Design System: Built a unified internal design language and Design.md documentation file, reducing the design development handoff time from 4 days to just a few hours
Stakeholder Alignment: Work closely with Project Management and key stakeholders to translate complex business requirements into high-impact design strategies.
Quality Assurance: Partner with functional and design testing teams post-development to ensure 100% design fidelity and seamless interaction before public launch.
Service Optimization: Redesigned the RAMMAS chatbot interface and response flow, successfully decreasing user drop-off by 30%
Pharma-Tech Solutions: Developed a specialized internal platform for pharmaceutical employees, simplifying technical workflows into an intuitive mobile-first interface.
Research & Efficiency: Conducted user research for global clients that improved task completion rates by 25% through optimized interaction patterns.
Strategic Execution: Led and executed user-centered design strategies for various clients, conducting user research and creating wireframes and prototypes to deliver intuitive digital experiences.
Design Limits & Vision: Explored the limits of data-intensive design to validate and create an easy-to-read Social Media Analytics Platform for Agencies, Marketers, and Executives.
Recognition: Awarded significant appreciation and a performance bonus for the dedication and hard work put into designing the successful new version of the Analytics Platform.
Impact: Simplified complex dashboard data, reducing the time to generate reports by 50%.
Growth & Retention: Conceptualized and designed impactful solutions for various mobile hybrid applications and websites, focused on increasing user retention.
Product Evolution: Directed the "Version 2.0" redesign of the MeraBreak trivia app.
Agile Collaboration: Coordinated with international clients to deliver high-quality UI/UX for applications and games using iterative Agile methodologies.
