Product Design | UX & CX Strategy | Award-Winning Fintech Innovator
I lead the design behind digital products that millions of people trust, use and love.
I lead the strategy, design and cross-functional delivery behind one of the UAE's largest digital payment products.rom customer research and product vision through to engineering handoff and post-launch metrics. My job isn't screens. It's outcomes: adoption, trust, retention, and revenue.
How I Operate
Design is how I get to the right business decision, not the deliverable itself.
Every product I've shipped started as a business or customer problem, not a design brief. I work upstream with product and executive stakeholders to define what "good" looks like, downstream with engineering and compliance to ship it responsibly, and I stay accountable to the metric it was meant to move.
Product Strategy & Vision
I define what we build and why — translating ambiguous business goals and customer research into a product vision that engineering, compliance and marketing can rally around.
Cross-Functional Leadership
I run programs with 20–40+ people across design, engineering, compliance, operations and marketing — setting direction, resolving trade-offs, and keeping delivery accountable to the customer outcome.
Customer Outcomes, Not Output
Every program I lead is measured — completion rates, repeat usage, support-ticket reduction, transaction uplift. I own the metric, not just the artifact.
Design & Organisational Maturity
I build the systems, standards and rituals — design systems, research practice, workshop cadence — that let a design function scale beyond any one person, including me.
Leadership, Beyond Execution
The work a portfolio doesn't usually show.
Building & coaching design teams
I've built and led design and research teams inside Payit, hiring for gaps, setting individual growth plans, and running critique and mentoring rhythms that raised the team's baseline — not just my own output.
Managing executive stakeholders
I present product direction and trade-offs directly to executive leadership, translating research and design decisions into business language — risk, cost, revenue, compliance exposure.
Establishing design systems & standards
I've built and governed the design system underpinning Payit's product suite, so new features ship faster and more consistently without every team re-solving the same interaction problems.
Facilitating discovery & strategy workshops
I run the workshops that align product, engineering and compliance on scope and priority before a single screen gets designed — the sessions that prevent six months of rework.
Prioritising the roadmap
I sit at the table where roadmap trade-offs get made, balancing customer need, regulatory constraint and commercial pressure — not just receiving a backlog to design against.
Driving organisational change
Moving KYC from branch visits to a face-scan flow, or a payment engine from manual to automated recovery, required changing how compliance, ops and engineering worked together — not just how the screen looked.
Selected Work
Six programs. Six business problems solved through design leadership.
Each case is shown as I'd walk an executive team through it — problem, decision, leadership, outcome. Expand any case for the full breakdown.
Recognition
Industry recognition, tracing the same pattern.
Expertise
Depth where it counts for a leadership role — not a generalist's list.
Product Strategy & Vision
- Product discovery & opportunity framing
- Roadmap definition & prioritisation
- Business-case & KPI definition
- Executive & board-level presentation
Customer Experience Leadership
- End-to-end journey orchestration
- Research & voice-of-customer programs
- CX measurement & analytics
- Service design across digital & operational touchpoints
Design & Delivery Maturity
- Design systems & standards ownership
- Design-org hiring, coaching & critique
- Compliance & regulated-product design (KYC, payments)
- Agile / cross-functional delivery practice
Cross-Functional Execution
- Partnering with engineering on feasibility & scope
- Stakeholder alignment across product, ops & compliance
- Workshop & discovery facilitation
- Post-launch measurement & iteration
Contact
Open to Head of Design, Product Design, UX & CX Leadership, and Senior Product Leadership roles.
Based in Dubai, UAE. Open to relocation and remote-led roles for the right mandate.