Designing complex interfaces for companies and brands that move forward
Key achievements
KEY ACHIEVEMENTS
- Currently leading Product Design at Mal, shaping AI-powered Personal Finance, Travel, and Commerce experiences for one of the Middle East's fastest-growing AI companies.
- Built and scaled the UX function at Moment, powering payment infrastructure used by 10,000+ businesses across Africa.
- Increased CSAT by 45% and reduced app load time by 80% at Qatar Airways.
- Improved customer satisfaction by 25% at Careem.
- Increased engagement by 20% through Swiggy POP and Swiggy Social.
- Delivered products used by millions across AI, fintech, travel, and commerce.
Showreel
Motion · PrototypesSelected projects
2013 — 2026Qatar Airways
UX Lead · 2023 — 2024
Millennials are a growing demographic in the travel industry, seeking new and innovative ways to discover and plan their trips. Traditional travel platforms can be overwhelming, with too much information and limited customization. This case study explores how a user-centered approach created a platform tailored to millennial travelers.
New Age Museum
Design Lead · 2023
Welcome to New Age Museum — a world of unique art where the imagination of AI creates new realms of possibility with Midjourney.
Neverland
Lead Product Designer · 2021 — 2023
A startup for the home gardener that aims to be a marketplace connecting mom-and-pop gardening shops with the explosion of amateur horticulturalists that have sprung up since the pandemic began.
Frogpay
Product Design Lead · 2023
FrogPay is a crypto marketplace that enables users to buy, sell, swap and manage digital assets through a secure and intuitive platform. It focuses on simplifying complex blockchain transactions with a user-friendly experience, real-time market insights, wallet management and seamless trading flows. I led end-to-end product design, balancing security, trust and usability for both new and experienced crypto users.
Vox Cinemas
UX Lead · 2020 — 2022
VOX Cinemas is the Middle East's most innovative and customer-focused cinema experience. With 58 cinema complexes totalling over 500 screens across the region — including 23 in the UAE, 13 in Oman, 3 in Egypt, 2 in Bahrain, 1 in Lebanon and 2 in Qatar — VOX is now the Middle East's largest and most rapidly growing cinema.
That Concept Store
UX Lead · 2020 — 2022
Born in the UAE, THAT is a place for creative souls where everyone can be unique-together. From fashion and beauty to art, interiors and food, embrace your true self, express your creativity, and discover new passions in a one-of-a-kind lifestyle destination. Commissioned by retail powerhouse Majid Al Futtaim, the campaign captured the energy, hype and exclusivity of THAT alongside its high street-meets-luxury fashion, beauty services and in-store experiences.
Hype
Product Designer · 2022
Hype is a social networking platform built around authentic conversations through video. Instead of text messaging, users communicate using short video messages, discover like-minded people and create plans together for real-world experiences. I designed the core social experience — onboarding, video conversations, social discovery, group planning and engagement features to encourage meaningful connections over passive scrolling.
Paiso
Product Design Lead · 2022
Paiso is a modern money app inspired by Cash App, focused on making international remittances and peer-to-peer payments fast, simple and accessible. Users can send and receive money, transfer funds across borders, manage balances and complete everyday financial transactions through a seamless mobile experience. I led product vision and UX strategy with a strong emphasis on trust, speed and simplicity.
StayLite
Product Design Lead · 2022
StayLite is a health and wellness platform inspired by Lifesum, designed to help users build healthier lifestyles through personalized nutrition, fitness and habit tracking. It combines AI-powered recommendations with meal planning, calorie tracking, activity monitoring and progress insights. I led end-to-end design across onboarding, tracking, personalized coaching, goal setting and analytics — focused on motivation and behavior change.
Tada
Product Designer · 2021
Tadaa is a simple to-do app where you can add tasks with priority. The design is intentionally simple and friendly — a single list, tap-to-complete tasks, and an always-visible free-text field to add new items. A separate detail screen handles name, description and due date.
Community
Product Designer · 2021
Develop aspirational communities and sustainable environments through the art of placemaking — enabling businesses to flourish and families to live life to the fullest.
FastFood
Product Design Lead · 2021
FastFood is an on-demand food delivery platform designed to deliver meals from popular restaurant chains in under 25 minutes. It focuses on speed, reliability and convenience — connecting users with nearby restaurants through real-time order tracking, optimized delivery routing and a seamless ordering experience. I led end-to-end design across discovery, ordering, checkout and live tracking.
Careem
Sr. Product Designer · 2018 — 2020
Careem is one of the Middle East's leading super apps, offering ride-hailing, food delivery, payments and everyday services to millions of users. I contributed to the design of Careem Food and Careem Pay, simplifying complex journeys through research and prototyping, and building scalable design systems that accelerated product delivery across multiple teams.
Swiggy
Sr. Product Designer · 2017 — 2018
Swiggy is one of India's largest consumer platforms, serving millions through food delivery, quick commerce and lifestyle services. I designed key consumer experiences including Swiggy POP and Swiggy Social, helping users discover meals more easily and engage with the platform in new ways. I also collaborated on early Super App initiatives using JTBD frameworks — contributing to a 20% increase in user engagement.
Scirque
Design Lead · 2016 — 2017
Created the brand identity, website and ticketing platform for a contemporary circus and live-events production house.
Explore
Product Design Lead · 2016 — 2017
Explore is a travel planning platform designed to help users discover and book the perfect long weekend getaway with minimal effort. It combines intelligent destination recommendations, flight discovery, personalized itineraries and travel inspiration based on budget, interests, weather and travel dates. I led end-to-end design across discovery, flight search, trip planning, itinerary management and booking.
About me
ABOUT
Product Design Leader with 12+ years of experience building and scaling AI, fintech, travel, marketplace, and consumer products used by millions globally. Currently leading Product Design at Mal, defining the vision for AI-powered Personal Finance, Travel, and Commerce experiences. Proven track record driving product strategy, design systems, and customer experience transformation across Careem (Uber), Qatar Airways, Swiggy, Majid Al Futtaim, and Moment. AI-native practitioner leveraging Claude, Cursor, Codex, Lovable, Rork, and agentic workflows to accelerate innovation, product discovery, and execution.
I love the messy middle: turning ambiguous problems into clear interfaces, raising craft inside teams, and shipping work that actually moves the business. I think in systems, but I obsess over the smallest details — type, motion, micro-interactions, copy.
Experience
EXPERIENCE
- Leading Product Design across Mal's AI-powered Personal Finance, Travel, Shopping, and Conversational AI ecosystem.
- Partnering with executive leadership, Product, Engineering, AI, and Data teams to define roadmap priorities and long-term product direction.
- Establishing scalable design foundations, interaction frameworks, and AI-first product patterns across multiple business verticals.
- Driving the evolution of conversational and agentic AI experiences focused on financial management, commerce, and travel planning.
- Championing design quality, user-centered decision making, and rapid experimentation through AI-native workflows and prototyping.
Skills & tools
SKILLS & TOOLS