Led the efforts of the HCI team to redesign the experience of the Customer Communication Management (CCM) platform collaborating closely with the stakeholders and customers.• I led the creation of design deliverable roadmaps to ensure the successful implementation of design strategies and alignment with overarching business goals.• My responsibilities extended to effective task management and the enhancement of design processes through the implementation of design thinking process and lean UX• I spearheaded the professional development of team members through training, skill-building, and career growth opportunities Offering mentorship through one-on-one sessions.• Implemented key initiatives in strategy development, fostering seamless collaboration with product owners, engineers, and stakeholders.

A hybrid design consultancy creating branded web and mobile experiences working with a growing portfolio of clients across the Middle East and North America including UAE Pass, Giorgio Armani, P&G, and Red Bull. Energizing UX and UI development of the Abu Dhabi government UAE Pass portal and Dubai Chamber of Commerce’s digital touchpoints, I:● Drove team efforts around the development of client-focused UX deliverables, utilizing Scrum centered project management approach to create a singular project vision.● Develop client user stories, aligning them to internal capabilities and services.● Create wireframes, storyboards, process flows and site maps to drive website SEO.● Conducting ongoing experience, A/B, Functionality, and Unit Testing.● Managing design system components.● Overseeing brand promotions relative to marketing collateral, graphics, illustrations, and typography.

Designing and maintaining TAMM design system components. Redefining the UX for TAMM mobile and web applications. Create UX wireframes and help with UI design where required. Coordinate with the engineering team to hand off final mockups for development.

As a key player in a global digital solutions provider, with development offices spanning Europe, the US, UAE, and Pakistan, I have delivered impactful outcomes:• Led collaborative efforts on diverse SaaS projects, achieving successful implementations across CRM, E-commerce, and Cleantech, resulting in a 20% increase in client satisfaction.• Pioneered client relationship management, resulting in a substantial improvement in project success rates.• Implemented a design thinking approach to craft wireframes and prototypes through comprehensive user research, personas, and user journeys, contributing to a 25% acceleration in project timelines.• Guided the engineering team for efficient transitions, reducing development cycles by 12%.• Solicited and integrated user feedback, ensuring continuous enhancement and a 20% boost in overall satisfaction.

Led a dynamic team to create a telehealth SaaS platform connecting patients and doctors via voice or video calls. The result: 100,000+ downloads on the Apple Store and Play Store.• Conducted user research, identifying needs and pain points through interviews, surveys, and research.• Based on user research, I created user personas to represent the types of users on the platform.• Designed wireframes and prototypes for new features on the platform, using Miro and Sketch. Worked closely with developers to ensure that the designs were technically feasible and met the needs of users.• Executed usability testing, refining designs based on user feedback.• Collaborated with cross-functional teams to align designs with the product strategy and business goals.

Provided UX consultation to the Careem design team for the launch of the first version of the Careem app. Overseeing team efforts to create a plane booking application for the largest European-based private jet company Vista Jet, I was responsible for:• Conducted user research and created personas to inform design decisions• Designed wireframes, prototypes, and user interfaces for web and mobile apps• Collaborated with developers, product managers, and stakeholders to ensure the product meets user needs and business goals• Elevating the UX of the client’s web properties and mobile apps through quantitative/qualitative research and impactful, value-added IA/UX deliverables.• Energizing the Vista Jet website to optimize the user experience and elevate demand generation, increasing visit-to-lead and visit-to-order ratios while shrinking page abandonment.• Studying and applying results of metrics analysis to optimize product layout and effectiveness.

An award-winning network of Health Information Management systems providing extensive EMR, practice management, and patient portal solutions. Key accountabilities included:• Launching a UX design strategy resting on a user-centered design approach while driving Agile UX as the basis for iterative design.• Reimagining the electronic health records app for emerging browsers and mobile devices by implementing best UX practices.• Ensuring seamless implementation of the International Statistical Classification of Diseases standard within developed products.• Conducting focus groups and sample customer interviews to A/B test and validate iterative releases.

Advocating for progressive Agile-centric design processes, I:• Relaunched the UI of a flagship Project Management app, increasing user interest and demand and resulting in an upturn in new client acquisitions across the Scandinavian countries.• Reviewed progress and challenges with developers; streamlining activities through resolving roadblocks.• Introduced A/B testing to the iterative development process achieving a 25% increase in landing pages’ response rates.• Solicited user feedback to enhance the design process.• Aligned product developers and marketing team to match design and service delivery with client expectations and vision.

Provided Website, UX, and IA design solutions for diverse industry clients of leading digital companies. Injected user-experience design into dozens of web projects with efforts cited as instrumental to customer acquisition.