Designing holistically.
UX Design Leader. Educator. AI Explorer.
I’m a UX Design & Strategy Lead with 12+ years of experience shaping products and platforms for startups and enterprises. I bring together research, design, and systems thinking to help products, people, and communities thrive.
[View My Work] [About Me]
Featured work
HP AI integration in Workforce platform
Coming soon…
HOUSECALL PRO - Design system
#UX/UIdesign #reserach #designsystem
Housecall Pro is a top field service management SaaS platform that streamlines scheduling, dispatching, and payments for the home service industry. Focused on user engagement and design, I led the team to increase product engagement and bring design consistency.
HP Daas+ (Device as a service)
#servicedesign #designthinking #reserach #innovation
HP Device as a Service (DaaS) provides a scalable solution with devices, lifecycle services, and analytics for optimized IT management. Led a user-focused design process rooted in research to validate the concept and design a service and product.
Earlier work
Before specializing in UX and research strategy, I led creative and branding initiatives for global organizations and cultural institutions. These projects strengthened my foundation in storytelling, systems thinking, and visual identity — skills that continue to inform my UX leadership today.
ISEA 2014: THE 20TH INTERNATIONAL SYMPOSIUM ON ELECTRONIC ART
Directed the design strategy for Dubai’s winning bid to host ISEA 2014—one of the world’s most prominent electronic art and design conferences. In collaboration with the UAE government and Zayed University, we positioned Dubai as a global creative hub. The event aimed to showcase cutting-edge electronic art, foster cultural exchange, and elevate the city’s role in the international design and technology scene.
COMEDY CENTRAL MIDDLE EAST LAUNCH IN PARTNERSHIP WITH OSN
Led the regional launch of Comedy Central in the Middle East, introducing a curated mix of global comedy content and locally relevant programming. The campaign balanced cultural sensitivity with humor, featuring international talent like Trevor Noah and launching with high-visibility events across iconic venues including the Burj Khalifa. The scope work included set designs to branding, packaging and launch campaigns.
DOVE (REAL BEAUTY) CAMPAIGN, DUBAI
Led the Dubai launch of Dove’s Real Beauty campaign, celebrating body positivity and redefining beauty norms in the Middle East. Through powerful storytelling, local influencers, and community events, this 360 campaign promoted self-confidence and inclusivity—aligning Dove’s global brand purpose with regional values and voices.
DUNHILL (ART OF BLENDING)
To engage a younger audience, I conceptualized and developed the Art of Sound Machine—an interactive sensory device that paired Dunhill’s signature tobacco blends with immersive soundscapes. This experiential installation blended art, music, and science to create a modern take on a classic brand, reinforcing Dunhill’s cultural relevance and elevating their brand experience.
Speaking & teaching highlights
From TEDx to San Diego design week, I regularly speak and teach on design and research culture, design strategy, and innovation. [Explore Talks & Teaching]
Community & advocacy
From ISEA in Dubai to World Design Capital in San Diego, I’ve led and contributed to initiatives that champion the role of design in shaping more inclusive, innovative, and resilient communities. [Explore how I advocate for design as a force for positive change]
Writing & perspectives
I share thoughts on the evolving role of design, research, AI and leadership.
[Read My Writing] coming soon…