Lead product designer with 10+ years building end-to-end digital products,4 of them inside regulated UAE banking. I work across the full stack of product design: discovery and research, systems architecture, design systems, and production UI in both English and Arabic.
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Experience
Senior UI/UX Consultant, Regional
Mashreq Bank ↗
July 2022 – Present
Dubai, UAE
- Regional design leadership across SME and retail banking for UAE and Egypt markets. Partner with Product, Engineering, and Compliance to ship regulated, accessible experiences on mobile and web.
- Led mobile SME onboarding for UAE — a frictionless KYC journey that reduced onboarding friction and time-to-completion. Designed Egypt's first fully digital business banking onboarding solution, projected at 1,500+ new SME accounts in year one. Built referral and loyalty UX driving a 20% retention uplift.
- Projects include: Business Banking Mobile App (UAE), Business Banking End-to-End Digital Journey (Egypt), Personal Banking Referral Programme, Loyalty System UX, Partners Digital Auto Loan.
Principal Product Designer
Integrant Inc. ↗
September 2021 – June 2022
San Diego, CA (Remote)
- Led a cross-functional UX team delivering IoT and healthcare products end-to-end, from research through delivery and QA.
- Led design of the App of the Month–recognized medical platform for remote health monitoring, improving care access for elderly users.
- Built visual design language and customised design system components. Designed the AAM Financial Advisor portal, simplifying complex wealth data into actionable interfaces.
- Projects include: Kshemam HealthCare Android App, AAM Financial Advisor Portal, Ontellus Records Retrieval Dashboard.
Lead Product Designer
IoTBlue ↗
September 2018 – August 2021
Madrid, Spain
- Led a design team of 5–10 across research, prototyping, and delivery for a suite of IoT platform products and consumer mobile apps.
- Built the Cervello Design System from the ground up, component libraries, interaction patterns, and design governance across the product suite.
- Transformed PideTaxi into Spain's #1-rated taxi booking platform through a research-led UX overhaul. Developed a smart-cities IoT platform enabling zero-code smart facility applications.
- Projects include: Cervello IoT Platform, Cervello Design System, Cervello Alarm iOS, PideTaxi Android/iOS, Takasi Web App, Ferrovial Cross-Platform App.
Earlier
Femto15
Cairo (2018)
EAST
Cairo (2016–2017)
Freelance UI/UX
(2014–2016)
With Art
Cairo (2012–2014)
Skills
Research & Strategy
- User Interviews
- Journey Mapping
- Usability Testing
- Affinity Diagramming
- HEART Framework
- Competitive Analysis
Domain & Delivery
- Digital Banking & Fintech
- KYC / Onboarding Journeys
- SME & Corporate Banking
- IoT & Enterprise SaaS
- Agile · Lean UX
- Cross-Functional Leadership
Design & Systems
- Design Systems (Build & Governance)
- Information Architecture
- Interaction Design
- Visual & UI Design
- Prototyping
- Accessibility (WCAG 2.1 AA)
- Bilingual & RTL Design
Education
Helwan University, Cairo
Bachelor of Culture, Art & Design
Faculty of Art Education, 2011–2016
Languages:
Arabic (Native)English (Advanced)
Spanish (Basic)
Certifications:
- Designing the User Experience — University of Maryland, 2020
- UX Nanodegree — Udacity, 2019
- HTML5, CSS3, JavaScript, ASP.NET, SQL — Russian Culture Centre, 2014
- Graphic Design (Adobe CC) — Russian Culture Centre, 2012