Full-time · On-site

• ·Led CRO and lifecycle design for Babyshop across the GCC.
• ·Drove $15M in revenue through A/B testing and funnel analysis.
• ·Mapped customer journeys across 7 countries. Grew basket size 7%.
• ·Ran 2 cross-brand strategy workshops for senior leaders.
• ·Built a group-wide persona framework. Presented it to C-level and rolled it out across teams.

Full-time · On-site

• ·Sped up design and research workflows with AI-supported synthesis.
• ·Redesigned the Shukran loyalty programme for 13M users across 5 GCC countries.
• ·Built a tiered, gamified structure with full Arabic localisation.
• ·Led a team of 4 designers and 2 PMs across CRM, marketing, and tech.
• ·Led the Preference Center across all brands. Cut opt-out rates 11% and lifted conversion 2% in Phase 1.

Full-time · Hybrid

• ·Led product design for BlueRide, a school transport SaaS used by 15+ schools and 3,000+ students.
• ·Shipped BlueRide and cut dismissal coordination time 31%.
• ·Led design for ShopBrain, an AI-driven restaurant inventory tool. Ran research with 12+ partners and cut waste 23%.
• ·Recruited and mentored a design team of 3.
• ·Partnered with founders to shape the roadmap, from discovery to delivery.

Full-time · On-site

• ·Led design for the Nexta app MVP, Nexta Card, and website.
• ·Kept the work aligned with business goals, user needs, and PCI compliance.
• ·Built the full brand identity and managed a remote design team.
• ·Hired the team and brought on a branding agency as a creative partner.

Contract

• ·Built the CRO and UX team from scratch and onboarded 4 designers.
• ·Set up a standardised CRO process for the team to work from.
• ·Managed a team optimising 19 e-commerce accounts and apps.
• ·Delivered a 255% conversion-rate lift for U-turn.

Full-time

• ·Designed the Wuzzuf Learning MVP for 5M+ job seekers and 200K+ companies.
• ·Ran discovery research, built learner personas, and validated the market-fit roadmap.
• ·Designed Wuzzuf Career Guides, Wuzzuf Badges, and the Company Page revamp with product, engineering, and content.
• ·Helped run an internal UX programme, delivering learning sessions to upskill staff and onboard new designers.

Contract

• ·Designed the Digital Bridges app and website, a digital insurance service for pharmacies.
• ·Ran contextual research with users while the designs were in use, and refined them based on what I found.

Full-time · On-site

• ·Ran several UI/UX workstreams at once, working with developers and project managers to meet client needs and project goals.
• ·Designed intuitive, visually polished interfaces for a range of software projects, keeping them consistent and user-centred across platforms.

Full-time · On-site

• ·Turned business requirements into wireframes, user flows, and prototypes.
• ·Designed for web and mobile with developers, marketers, and content teams.