As the Executive Director of Digital at Tawuniya, MENA’s largest insurance firm, I spearhead digital transformation, driving 30x growth in D2C insurance revenue and 40x growth in digital adoption, scaling from 80K to over 3 million users in just 20 months. I’ve led the digitalization of services, quadrupling efficiency, and launched first-ever capabilities, including Digital Experience Excellence, RPA, Martech, and a Super Apps Digital Factory—setting new standards in the industry.With expertise in Digital Strategy, Delivery & Sales, I build impactful digital and martech capabilities to boost growth. I lead cross-functional teams to deliver cutting-edge solutions while crafting visionary roadmaps aligned with business goals. My focus on cultivating agile teams and fostering a proactive, innovative culture drives transformation and performance. By merging design and tech, I ensure superior user and business outcomes. Recognized globally, I represent organizations at key events, earning accolades for high-impact digital strategies.

As a Founding Partner & Head of Design and Digital at HUED, I led a diverse studio of Service Design, UX, Design Research, Product Innovation, Visual Design, and Product Development experts. Overseeing an ever-growing portfolio of projects for leading public entities and large corporations, I scaled HUED from a team of 4 to the largest Digital & Innovation consulting firm in KSA, delivering 160+ large-scale projects and digital solutions to 50+ clients.

Led UX design and research projects for ministerial and private sector clients in KSA, driving innovative solutions across web, mobile, and wearable platforms. Conducted user research using diverse methods and developed low to high-fidelity prototypes, from ideation to production-ready solutions. Collaborated with business leaders to align strategic goals, delivered impactful presentations, and created detailed design specifications. Consistently stayed ahead of UX trends, fostering innovation and excellence in all design phases.

At Araamis, I led UX design and research projects for key private and public sector entities in KSA. My role involved conducting user research, collaborating with product teams to prioritize business goals, and integrating Service Design insights. I developed both low and high-fidelity designs across web, mobile, and wearable platforms, while delivering reports and presentations to stakeholders. I also crafted detailed design specifications to ensure seamless user experiences and aligned with business objectives.

Work profile involved leading digital product design and development efforts on various SAS products and solutions catering to manufacturing, banking, and IT business domains

Five industry partners and University of Dundee consortium sponsored the project which encompassed the larger and common theme across the industries, theme of mobile, migrant and communities and the specific team interest that was to enquire people’s concerns and behaviours around personal privacy and information sharing in the context of urban mobility.

Work profile involved leading digital product design and development efforts on various SAS products and solutions catering to manufacturing, banking, and IT business domains

Active engagement with the product and technical management teams on conceptualizing product ideas and conceiving how those ideas can be transformed into desirable interface designs. Work profile also comprised applying user-centered design processes to create use case scenarios, task flows, wireframes & design layouts.

Work profile entailed developing new ways of interaction with the configuration software ‘Service Tool’ developed by Danfoss and used by field technicians in configuring refrigeration systems across the globe. Ethnography and user research were explored as tools to incorporate research findings into design solutions.