In my role as a Lead UI/UX Designer at Smartvisit, I have overseen the end-to-end design process, from conducting user research and gathering insights to creating wireframes, prototypes, and high-fidelity designs. I have collaborated closely with product managers, developers, and stakeholders to ensure a seamless integration of design principles into the product development lifecycle.With a deep passion for human-centered design and a thorough understanding of user behavior, I have successfully led cross-functional teams and delivered innovative solutions that have transformed the way tourists engage with destinations. Current / In the pipeline:• Redesigning and launching the new dubaipass.ae• Redesigning the current app from scratch in addition to launching the new Jrnyz product that will change the way tourists interact with travel apps.• I have developed the complete design system for Smartvisit, including sub design systems for a template that can be easily adapted by new cities added to the smart pass platform.• Created branding guidelines and working on improving the overall identity of the Smartvisit brand• Improving the omnichannel experience (emailers, newsletters, etc.) As a Lead UI/UX Designer at Smartvisit international, I bring a proven track record of driving design excellence, fostering collaboration, and delivering exceptional user experiences in the tourism technology space. I am passionate about leveraging design to solve complex problems and create meaningful connections between travelers and the destinations they explore.

Senior member of the UI/UX team focusing on developing and integrating user-centered experience at the Design and Digital Experience Hub department in DEWA. • Concurrently designed and updated the DEWA APP's user interface for both the desktop and mobile platforms.• Crafted interactions suitable for many different platforms and generating inventive solutions to difficult challenges• Built UX flows and wireframes to develop human-centric designs that are intuitive, usable and delightful• Created prototypes, UI design, and delivered polished applications• Collaborated closely with key partners and members of the creative team to deliver design specifications and take projects through full lifecycle from concept to implementation• Presented to stakeholders and influenced through user-centric data, research, customer journey mapping and business cases • set up A/B testing, personalization and optimization to enhance and validate user experiences• Liaised with developers throughout the entire product development journey led the entire Government Excellence Bank portal design from conception, also collaborated in a cross-functional product development team to oversee all creative content. Led the visual design for the Covid Vaccine Dashboard, EXPO 2020 participant dashboard, InfraX.ae Website, MD dashboards and worked on Omni-channel transition wayfinding for physical user journeys.

• Illustrated user storyboards & user journeys for new products in KSA & UAE. • Introduced culturally relevant illustrations among Saudi/UAE consumers unfamiliar with digital banking, which Improved app experience and conversion rates significantly.• Designed in-app elements, push notifications, partner mailers, new product concepts, ad videos, social media posts and illustrations. This included partnerships with Amazon Prime, Noon, Vox cinemas, Netflix, Namshi, Bath&bodyworks, Hungerstation and many more.

• Designed branding kits and guidelines, UI UX, for apps and websites. I was also responsible for conceptualizing ideas and providing designs and copywriting for campaigns.• Market research, brand management, advertising, acquiring & maintaining new clients.

• Led international team of designers & developers from start to finish, to produce and publish the Hungrytab app, which was the first tablet e-menu restaurant solution in Dubai.• I also conducted user surveys, prototype testing & observations in restaurants before the release of the app.• Worked on social media campaigns which involved content copywriting & UI/UX, for many clients like Toyota, Mercedes, Land Rover, Dodge, Jeep, Chrysler, Souq.com & Konica Minolta.• Rebrand existing products and design UI for newly launched apps.• Writing Arabic content including: articles, Legal documents, translation and social media.• Managing as an editor and execution of the entire business plan for all websites launched by Cosmos including automotive, classifieds among others.

Founded, coded and designed solely by myself. The website managed to reach 200,000 unique visitors a month. Motorzone was the first website of it’s kind in the UAE. Users can search used automobile market value prices, read reviews by the authors and much more. (Database acquired & sold to third a party)

• I worked with entrepreneurs by vetting online submitted app ideas, selecting the most viable ones and helping them build their first app and publishing it on the App Store.• Designed interfaces for apps by conceptualizing ideas submitted by entrepreneurs.Apps Arabia is a branch owned by twofour54° dedicated to mobile Apps. It helps nurture local talent and entrepreneurs, as well as helping them build and establish their ideas, within the region and worldwide.

Lead modeler and animator in a game developed for Sony (psp) as part of the first project to introduce locally produced games on mobile platforms in the Middle East. Also in charge of designing all print material and graphic elements for the UI.