Lead Product Designer & UX/UI Specialist

I directed UX/UI optimisation for a luxury travel app and brand expression redesign, including typography pairing, logo redesign, merchandising, and premium destination discovery experiences.

I worked across core pages, booking flows, and the e-commerce store, helping clarify product positioning, establish storytelling and brand tone, and create high-fidelity interfaces, prototypes, and development-ready specifications.

I also built a scalable UI framework and supported commercialisation, investor testing, and preparation for user testing and rollout to more cities.

I managed the full delivery of product and UX/UI projects across finance, regulation, and innovation for clients including Invesco, Allica Bank, Nubank, Zopa, and CFP Energy.

I oversaw digital delivery across multiple client engagements, balancing product direction, customer priorities, and design quality while building scalable design systems and complex AI-enabled product workflows.

I also supported commercial growth through stakeholder leadership, review sessions, and contract work contributing to significant annualised value.

I directed the end-to-end UX/UI and product design of a large-scale employee super app for the Saudi Ministry of Defense, consolidating fragmented legacy systems into one unified experience.

The work covered time and attendance, overtime management, IT services, payroll management, and other employee scenarios across multiple persona types and statuses.

I established a fully accessible, RTL-compliant bilingual layout, created a reusable tokenized component library, and coordinated a cross-functional team across the UK and Saudi Arabia.

I guided innovative experience design for concept and production vehicles, focusing on future in-vehicle interaction design.

As lead designer, I created a unified visual language across physical and digital attributes, prepared deliverables for multiple vehicle interfaces, and explored multimodal experiences including light, sound, scent, and AI interaction.

I collaborated with engineering teams, Tier 1 suppliers, and internal stakeholders to align objectives and support implementation.

I led creative direction, brand strategy, and design delivery for a complete corporate identity and digital presence.

I created a cohesive brand system spanning identity, responsive website design, brand guidelines, social media assets, print collateral, and email communications.

I partnered directly with leadership to translate complex subject matter into a distinctive, credible, and accessible brand experience.

I worked within a high-fidelity UI and design system logic team at Lotus Motors during a key period in the brand’s future experience planning.

I finalised in-vehicle interface components, animations, and interactions, including 3D sound visualisation and central control screen controls.

I directed end-to-end UX/UI strategy and delivery for NEOM’s future city project.

I established brand experience specifications, assets, and UX principles for multiple teams, integrating AI models and behavioural science to build scalable human-centred experiences.

I supported the broader vision for sustainable cities and the organisation’s long-term strategic ambitions.

I led high-end editorial business experience design for core Condé Nast brands including Traveller, Vogue, and Allure.

I converted premium content into a seamless, conversion-oriented customer journey and validated solutions with internal and external stakeholders.

I also built a scalable framework optimisation system to improve performance, consistency, and delivery capacity across platforms and brands.

I managed the UX team and guided end-to-end digital experience transformation for iFit and Ariel Investments.

I owned core areas including product strategy and information architecture, aligning delivery with senior leadership, creative teams, and development teams.

I advanced the UX strategy underpinning multiple projects and cross-platform brand transformation.

I managed cross-platform UI design for the Click and Scan and Go product across iOS and Android.

I built a bilingual Arabic and English visual and interaction system and helped launch Saudi Arabia’s first bilingual mobile application for fresh grocery shopping within 90 days.

I also oversaw the launch of the Scan and Go feature and redesigned core app services including navigation and payment.

I directed UX/UI strategy and delivery across multiple connected products and enterprise clients.

I guided the product design of an AI-powered smart water meter platform from vision to launch and established full-cycle workflows covering research, prototyping, and A/B testing.

The role strengthened my experience in CX, enterprise design, and multi-project leadership.

I directed the global redesign of the official websites for three oral care brands under GSK.

The work covered research, experience strategy, interaction design, and UI delivery.

I helped build a scalable framework that supported eight languages while balancing market-specific adaptations with accessibility and usability standards.

I directed the mobile digital experience redesign for Nexford University.

The project optimised the learner onboarding journey across discovery, application, and enrolment for international online learners.

I streamlined redundant steps and shaped a mobile-optimised, high-conversion experience that addressed a 60% churn rate and remained in use after validation.

I designed a digital scent discovery tool for Molton Brown, translating sensory fragrance attributes into intuitive digital visuals and journeys.

I created user flows and interaction prototypes for senior leadership review and later managed the personalised UX design of the full fragrance module across web, mobile, and in-store digital assets.

The final tool was embedded into the official website and retail projection systems, enabling users to explore and match with their signature scent.

I directed UX/UI redesign projects for sports betting white-label component products used across major brands including Mr Green, Betfair, Betway, and Betbull.

I aligned creative and technical teams and developed a sustainable UX strategy for scaling the product across international gaming platforms.

I guided the end-to-end UX/UI redesign of MyVoucherCodes’ high-traffic web and mobile platforms across the UK, US, Germany, France, and Australia.

I balanced user goals and business objectives while improving the experience across multiple international markets.

Specialisation in Restoration, 14th to 16th century.