About me
As a passionate product designer, I create user-focused solutions that make an impact. With experience in leading complex projects, I've designed web app dashboards and adaptable design systems for 30+ products. Driven by innovation, I strive to elevate the user experience through efficient and consistent design.
Skills
Product Design, Mentorship, leadership
Managing a project (Design System)
Excellent verbal, organizational and time management skills
Conceptualizing & designing of solutions from concept to completion
Prototyping, analyzing and user testing
Branding Design, logo creation, illustration, video editing and photography
Tools
Figma, Figjam, Jira, Mixpanel, Metabase, CX insights, Marvin app, Spline, Framer, Webflow
Experience
2023 - Current
Lead Product Designer @ Invygo 🇦🇪
Company overview:
Invygo is a Series B startup with over $14 million in funding, revolutionizing car ownership through a flexible subscription service. By addressing the unmet needs of traditional car ownership, Invygo empowers users to access vehicles on their terms, providing convenience, affordability, and peace of mind.
Responsibilities:
Led Design Strategy Development:
Developed and aligned design strategies with business objectives and user needs across various squads (WOM, Referrals, Engagement, and Paid Ads).Enhanced User Experience and Interface Design:
Improved UX/UI design, resulting in a 20% increase in user engagement and a 15% rise in user satisfaction scores.Implemented New Design Systems:
Created and deployed a comprehensive design system for the Dealer and Admin Panel, streamlining processes and improving usability.Website Revamp Leadership:
Led the website revamp project, which increased website traffic by 25% and conversion rates by 10%.Cross-functional Collaboration:
Worked closely with product managers, developers, and marketing teams to ensure cohesive design implementation and consistency.
2022 - 2023
Lead Product Designer / Design Systems @ Bayzat 🇦🇪
Company overview:
Bayzat, a Series C startup with over $60 million in funding, is a leading HR and insurance technology platform in the Middle East. Bayzat simplifies and enhances employee benefits, payroll, and HR administration for businesses, serving over 127,000 employees across more than 1,500 companies in the GCC
Responsibilities:
Optimized User Interfaces:
Redesigned the HR and payroll administration interfaces, reducing user errors by 30% and decreasing task completion time by 20%.Enhanced Employee Experience:
Improved the employee benefits platform, leading to a 25% increase in employee engagement and a 10% reduction in support tickets.Data-Driven Design Improvements:
Utilized user feedback and analytics to iteratively enhance the user experience, achieving a 15% increase in overall platform satisfaction.Design System Implementation:
Developed a scalable design system that ensured consistency and efficiency across all product interfaces.Collaborative Innovation:
Collaborated with cross-functional teams to launch new features that addressed user needs and business goals, contributing to a 20% growth in active users.
2017 - 2022
Lead Product Designer / Design Systems @ Absa 🇿🇦
Company overview:
Absa Bank, one of Africa's largest financial institutions, is renowned for its comprehensive range of banking services. At the forefront of digital transformation, Absa Bank introduced the Solar Design System, revolutionizing user experience and setting new standards in the banking industry.
Responsibilities:
Design System Leadership:
Led the design and implementation of Absa Bank's Solar Design System, ensuring a unified and efficient user experience across digital platforms.User Experience Enhancement:
Improved the bank’s digital interfaces, resulting in a 15% increase in customer satisfaction and a 10% increase in digital transaction volumes.Cross-Functional Collaboration:
Worked with development, marketing, and business teams to integrate the design system into various products, enhancing usability and brand consistency.User-Centered Design:
Conducted user research and usability testing, implementing changes that improved the overall user experience and reduced drop-off rates by 12%.Innovation and Adaptation:
Introduced innovative design solutions that supported the bank’s digital transformation efforts, contributing to a 20% increase in mobile app adoption.
2015 - 2017
Senior Product Designer @ Derivco 🇿🇦
Company overview:
Derivco is a leading software development company specializing in online gaming solutions. Known for its innovative and high-performance gaming software, Derivco serves top global gaming brands, driving exceptional user experiences.
Responsibilities:
Product Design Leadership:
Led the design efforts for multiple gaming products, enhancing user interfaces and experiences across platforms.UI/UX Optimization:
Implemented design improvements that reduced user onboarding time by 25% and increased user retention by 15%.Cross-functional Collaboration:
Worked closely with developers, product managers, and marketing teams to ensure cohesive design integration.User Research and Testing:
Conducted user research and usability testing, resulting in actionable insights that improved product design and user satisfaction.Design System Development:
Developed and maintained a design system that ensured consistency across products for the FunPlay app and website.
2015 - 2015
Senior UI Designer @ Chatfind 🇿🇦
Company overview:
Chatfind is an AI-driven platform connecting users with businesses through interactive chat. It simplifies customer interactions and enhances engagement with real-time, personalized responses.
Responsibilities:
Led Design and Development:
Spearheaded the design and development of Chatfind’s user interface, enhancing the overall user experience.User Engagement Optimization:
Implemented design changes that increased user engagement by 20% and reduced bounce rates by 15%.Cross-Functional Team Collaboration:
Collaborated with development and marketing teams to ensure the seamless implementation of design strategies.User Feedback Integration:
Leveraged user feedback to iteratively improve the platform, resulting in a 10% increase in user satisfaction.Brand Identity Enhancement:
Strengthened Chatfind’s brand identity through consistent and appealing visual design, contributing to a 25% growth in user base.
2010 - 2015