I build high performing design teams that scale, and stay accountable to the business.
Head of Product Design across ecommerce, data, super apps, and fintech, from lean 3-person teams to orgs of 11+ direct reports. I stay hands-on with craft, using data and research to keep strategy grounded in what the product actually needs.
15+ years
Experience in design and product
7 years
Experience in design leadership and management
11 years
Experience in the UAE
Writing
Ideas on where design leadership is headed.
Short opinion pieces on AI, research, and what it takes to lead a design team through the shift.
Stakeholder alignment is the real work of a vision
Why design leaders don't need to be industry experts
How to get executives to act on design work
What it takes to let AI build your design system
The design team of 2027 will be small, senior and system-led
When building is cheap, research decides what gets built
Work
Selected case studies.
Reducing Captain Engagement Time at Careem
CareemRebuilding CAFU's referral program to cut acquisition cost
Pilots & Operations, CAFUUpgrading CAFU's icon system to 3D
Growth, CAFUDataverse: a marketplace for data owners and data consumers
XSight Data Solutions, Majid Al FuttaimConnect: a decision tool for consumer businesses
XSight Data Solutions, Majid Al FuttaimI've been leading design teams for most of my career, but I've never stepped back from the work itself.
Starting in ecommerce and moving through data platforms, super apps, and fintech, I've taken on progressively more scope: team size, org complexity, strategic remit, while staying close to the craft.
I care about getting the balance right: enough craft to make things good, enough problem-solving discipline to make sure we're solving the right problem, and a clear view of how we prioritise so the team's effort actually lands as impact. Day to day, a lot of what I do is building foundations (systems, process, ways of working) that let a team scale without losing quality or speed.
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