Establishing design process
I focus on aligning design ops, workflows, and structures with business goals. I ensure product development is customer-driven by incorporating user research and strategy properly. I push to solve design debt and develop design principles. Representing design in team onboarding, town halls, strategy decks, planning cycles, and helping designers prioritize competing tasks from multiple stakeholders across multiple projects are part of my daily schedule. Ultimately, the process I choose always depends on the project goals, resources, and the team I’m working with.

Design Leadership
I focus on aligning design ops, workflows, and structures with business goals. I ensure product development is customer-driven by incorporating user research and strategy properly. I push to solve design debt and develop design principles. Representing design in team onboarding, town halls, strategy decks, planning cycles, and helping designers prioritize competing tasks from multiple stakeholders across multiple projects are part of my daily schedule. Ultimately, the process I choose always depends on the project goals, resources, and the team I’m working with.

Design
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Analysis
Draw insights from user interviews/surveys • persona/user stories • journey maps • task analysis • card sorting

Ideation / Brainstorming
User research + Analysis • Affinity maps • Feature mapping • Value props • Story boarding • Sitemap • IA • User flows • Task flows • Concept Sketches (pen & paper)

Design
Wireframing (low fidelity) • Mockups (High fidelity) • Click-through Prototypes with Micro Interactions • PR2I Process • Remote + In-person Usability testing • Design Systems (Atomic Design Principles) creating, implementing, documenting • Data Visualisation • Iconography • Branded Solutions Presentations

Methodology
Design Thinking • user-centred Design • Agile and SCRUM experience • Design sprint (Dual track)

Language skills
Design Strategy Presentations • Content design

Past organisations I’ve worked with: Unifonic, Smart Dubai (Digital Dubai), Gulf News, Isobar, Grey, Ogilvy, Publicis Sapient among others

Industry Areas: CPaas, Smart city super app, News and publishing, telecom, software dev etc

Hobbies: reading, crafting and DIY, watching bad disaster movies

I could talk about the numerous prototyping tools I’ve used or different workshop exercises I’ve done, but ultimately, the specific steps I take on any project always depend on the project goals, resources, and the team I’m working with. But on a higher level, I approach my work in a pragmatic and straightforward way, with consideration for the context of how a product is used and made.

I focus on defining the problem being addressed from multiple perspectives, understanding user needs and internal needs through quantitative and qualitative research, and establishing a framework for creating and evaluating solutions in the short and long term. My process also involves lots of collaboration and synthesizing information, and helping to establish business goals that are in line with user goals.

I'm really driven by results. Every design decision is valuable only when it is validated by the real users.