Transforming Vision into Exceptional Experiences

Head of Digital Experiences
Boubyan Group
July 2018 - Current (7 years), Kuwait

• Scaled the UX function from one to 10 designers and researchers, embedding design maturity to support rapid engineering growth and continuous delivery of user-centered solutions. 

• Increased digital adoption, raising registered users by 29%, active users by 34%, and overall adoption to 81% of the customer base, enabling millions of monthly transactions. 

• Boosted engagement, growing logins by 48% and digital transactions by 51%, with strong increases in peer-to-peer transfers (+53%), PayMe usage (+73%), and gamified savings (+58%). 

• Launched 50+ new digital services across 16 releases, including Digital Onboarding, Apple Watch banking, PRIME youth app, auto finance, credit card issuance, and gamified savings (Fils Challenge). 

• Increased core product sales via the app by over 300% in first 8 months 

• Increased financial usage by 70% and non-financial usage by 175% in 2019 

• Elevated customer satisfaction, raising app ratings from 3.4 to 4.5, driving a 70% rise in positive usability reviews, and improving NPS, CSAT, and CES across key journeys. 

• Improved operational efficiency, cutting design and development cycle times by 65% and reducing QA-flagged inconsistencies by 80% through design system adoption. 

• Scaled conversational banking by improving the UX and integrating AI features going from chatbot to digital assistant across WhatsApp, Apple Messages and live chat. Over 50% of users actively use conversational banking. 

• Redesigned the group website to drastically increase engagement, retention and return visits 

• Influenced executive decision-making by presenting UX strategy to the CDO and board-level stakeholders, shaping the bank’s digital transformation roadmap. 

UX consultantx
Equisoft Inc.
August 2017 – June 2018 (≈1 year), Remote

• Envisioned a new Robo-advisor and portfolio management app which transformed a basic wizard into a chat-based interface with an intelligent assistant gathering the information needed to recommend the best portfolio options

• Conducting research to study the Canadian target audience and understand their behaviours, motivations, needs and goals

• Identified pain points and gaps in the existing experience that had to be addressed

UI/UX Services Manager
The Emirates Group
July 2007 – July 2017 (10 years), Dubai

• Scaled the UX team from 6 to 20 designers, strengthening design maturity and capacity to support enterprise-wide digital initiatives. 

• Managed an annual UX budget of $5M+, ensuring alignment with business priorities and maximizing value delivery across global projects. 

• Led end-to-end UX delivery across enterprise-wide business units within Emirates Group, impacting 80,000+ employees. 

• Contributed to customer-facing and internal platforms within the Emirates Group, which serves 53.7 million passengers annually and generates $35B+ in revenue. 

• Introduced governance and standardized design processes, improving efficiency, consistency, and adoption of best practices across business units. 

• Collaborated with executive stakeholders and cross-functional teams to integrate user-centered design into digital transformation programs. 

BTL Advertising
Creative Director
November 2006 – May 2007 (6 months), Dubai

• Responsible for all direct marketing and brand advertising for various clients in print and digital

• Management of the design team and direction for all creative processes including 3D concepts

• Governance of corporate brand and guidelines for each clients projects

• The agency’s notable list of clients include Sony Ericsson, Nissan, Cisco, Coca Cola, Lancome and Al Nakheel

Online Publishing Manager
AddMedia LLC.
December 2005 – November 2006 (≈1 year), Dubai

• Responsible for all aspects of company and publications websites

• Restructured and designed the websites to convert them into profitable entities

• SEO and WSO analysis and solution implementation

• Introduction of reliable content management systems

• Out of personal interest contributed to the magazine for writing articles and reviews, celebrity interviews and photoshoots for the publications

Consultant
Media Works
September 2001 – October 2005 (4 years), Toronto

• Requirements analysis, identifying business and user needs and goals, assessing corporate identities and brands, understand consumer behaviour  

• Consult and provide print and web design solutions

• Implementation and maintenance of websites

Managing Partner  
Sikha and Tsufa Haute Couture
January 2005 – October 2005 (8 months), Toronto

• Partnered on a startup to create a fusion fashion line, bridging eastern fabric with western design.

• Organized a full-scale fashion show to introduce the brand to Canadian fashion media.

• Interviewed and shortlisted talented designers, building brand awareness online.

Goway Travel
Senior Graphic Designer and Assistant Webmaster 
November 2002 - May 2004, Toronto (1 year 6 months)

• Recognised for a design award of Best travel brochure North America

• Design of print and marketing material

• Interactive presentations for Management and Marketing staff

• Revamping and redesigning company website for re-release in 2005

Design and Development Lead  
Ep-One-ME
August 2000 - August 2001 (1 year)

• Developing rich interactive streaming media solutions using Macromedia Director and innovative Impatica technology.

• Training and direction of designers using Impatica for Director.

• Conceptualizing different ideas in which to use the products for digital solutions

• Technical advisor to the marketing staff on product limitations

• Research into other online solutions using Impatica products in domains such as learning, training, education, advertising and marketing

Web Creative Director
E-Quest Technology
September 1999 – January 2000 (4 months)

• Identification of customer needs and goals and assessing corporate identities and brands

• Direction of a small team of designers to design creative web solutions

• Managing customer expectations and ensuring customer satisfaction

• Designed brand identity, marketing and promotion material for business development.

Graphics Designer
Asterix Advertising
September 1997 - September 1999 (2 years)

• Assisting the Art Director in the design and creation of above the line and below the line advertising, marketing and promotion solutions.

• Given opportunities to learn about other aspects of an advertising firm including sales, invoicing, client relations, etc.

• Clients included Toshiba, Phillips, Wrigleys, 3M,  Dresser and Valves, Dubai Police, Sharjah Ports Authority. Pan Asian Systems, MMI, Skyline College and Accton