About
As a leader at the intersection of product design, product management, AI, and commercial strategy, I’ve taken products from 0 to 1 to millions of users across education, creator economy, payments, B2B, B2C and AI-driven platforms.
What sets me apart: I lead with craft and strategy. I’m as comfortable shaping a product roadmap as I am in a design critique — and I know how to build teams that are both high-performing and human.
I believe the best products come from teams that feel safe to take risks, challenge assumptions, and care about the people they’re designing for.
Open to bold opportunities. Let’s connect.
At a Glance
- End-to-end product design & development — from vision to scale
- Proven AI transformation & design system leadership experience
- Led at every stage — from international enterprise to high-growth scale-ups to founding designer & PM
- Built and led cross-functional teams across 4 countries with consistent high team satisfaction
- Deep fluency across user experience design, product management, research, strategy, and go-to-market
- Empathetic leadership · mentorship · design culture that sticks
Selected Work
Building 0→1 AI Community Product
2025Led the 0→1 build of an AI-native community platform for creators at ablefy — from market research and user interviews through product vision, phased rollout, and measurable growth metrics.
AI-Powered Learning Experience
2022Led the product design vision for a personalised K-12 learning platform spanning Math, Science, Arabic, and English — serving students, educators, and guardians across the UAE.
Optimising the Checkout Experience
2025Led a series of targeted checkout optimisations at ablefy — from express checkout and payment selector redesign to pricing plan clarity and order summary improvements — reducing friction and increasing conversion across the purchase funnel.
Building a Design System
2019Led a grassroots initiative to build Alef Education's first design system from scratch — assembling a cross-functional guild team with no allocated resources and shipping a production-ready component library.
User Research — Personas & Journey Mapping
2018Led user interviews and classroom observations across UAE schools to build personas and journey maps — grounding product decisions in real teacher, student, and guardian needs.