Transforming Vision into Exceptional Experiences

Head of Experience Design
Boubyan Group
July 2018 - Current (6 years), Kuwait

• Leading UX initiatives to transform customer experiences for Boubyan’s digital products.

• Owning the end-to-end design process, ensuring timely and polished deliverables.

• Providing customer-focused leadership, collaborating with business and technical teams to develop product strategy.

• Ensuring UX delivery aligns with measurable business requirements and goals.

• Utilizing market analyses and customer research for data-driven design decisions.

• Collaborating with agile, multi-disciplinary teams to drive excellent UX despite various constraints.

• Presenting UX deliverables to stakeholders and executive leadership for buy-in.

• Managing, mentoring, and developing a team of designers.

• Implementing a design system for all digital products.

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

• 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

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

• After the initial concept made an impact, worked closely with the CEO to align the design with his vision

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

• Orchestrated end-to-end UI/UX delivery, influencing business and user goals.

• Mentored a creative team, fostering innovation and ensuring user-centered design principles

• Reflect business and user needs, goals and requirements through design

• Engineered user research and prototype presentations, aligning products with user expectations.

• Strategic influence on product direction and fostering a culture of UX strategy and innovation

• Recognised with awards from HR for driving HR technology and innovation

• Recognised with awards for driving the IT service catalog experience and IT security awareness

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