DESIGN,with character.

Cairo, Egypt

Leading digital CX, enterprise product design, and team development across government and client engagements.

• Led Digital CX Maturity Assessments for 30 Dubai Government entities across healthcare, transport, and finance, using PwC’s framework to define three-year roadmaps tied to 15% year-over-year growth targets.
• Standardised citywide CX benchmarking, synthesised cross-entity findings, and delivered strategic recommendations to the Dubai Digital Authority.
• Turned maturity scores and quantitative findings into prioritised design interventions, improving assessed maturity scores by 30% for the entities in scope.
• Directed full-cycle UX/UI for enterprise SaaS platforms, modernising legacy workflows to reduce task-completion time by 30%.
• Turned around an 11-person Visual & Marketing Communications team—3 senior associates and 8 associates—through mentoring and training after quality and delivery issues, restoring consistently client-ready proposal decks.
• Designed internal tools to 100% PwC brand compliance and delivered Deals work, including an insurance claims platform with streamlined submission and end-to-end status tracking for customers and handlers.

Florida, USA · Remote

Leading the design function and building the UI, from design-system decisions to production-ready React.

• Owned the end-to-end design process and managed two designers, one junior and one mid-level.
• Built the design system in Figma Make and implemented it in Storybook, reducing frontend rework by approximately 60%.
• Implemented a design-token architecture in React and an AI-assisted handoff workflow, automating roughly 53% of the design-to-code process.
• Turned UX evaluations and usability reviews into a prioritised backlog of flow and interaction improvements.
• Used Claude Code and Codex to implement my designs in HTML, CSS, JavaScript, and React, owning a tested UI layer ready for backend integration.
• Represented user experience in agile product decisions alongside product and engineering.

Riyadh, KSA · Remote

Designing core digital-banking features that connect customer needs with business and regulatory requirements.

• Designed a Buy Now, Pay Later product and points-based loyalty programme that raised customer engagement by 30%.
• Led user research and usability testing across banking journeys, reducing transaction abandonment by 25%.
• Delivered high-fidelity prototypes and a shared design system across banking services, meeting regulatory and WCAG accessibility requirements.
• Aligned product managers, engineers, and business stakeholders through competitive analysis and behavioural insight.

Vancouver, Canada · Remote

Leading QLUE Express from research to implementation and making blockchain analytics easier to use.

• Led QLUE Express end to end as its sole designer: research, concept, prototyping, and final implementation, including plans and feature allocation.
• Combined Microsoft Clarity session data with user feedback to guide redesigns; measured customer satisfaction improved by 65%.
• Customer interviews, sales feedback, usage data, and competitor research informed a graph-led product story and plans for different audiences.
• Built functional prototypes, tested and resolved responsiveness and usability issues, and presented improvement recommendations to stakeholders.

Windhoek, Namibia · Remote

Designing consistent mobile and web experiences within an established product language.

• Designed mobile and web experiences within the Jabu design system, applying brand guidelines, layout, typography, and visual hierarchy.
• Extended established UI patterns and components to maintain quality across product touchpoints.