Throughout my journey in experience design leadership, I’ve had the privilege of building high-performing teams—led by purpose, shaped through action.
At my core, I’m simply someone driven to create joy, spark impact, and leave things better than I found them. I believe our time is measured by the difference we make—and I lead with that in mind.
Deurs Design & IX Studio
Tawuniya DXE
An award-winning digital experience excellence team, specializing in design, CX, R&D, and beyond!
Building the most awarded insurance platform in the MENA region demands top-tier experience design and research talent.
I established a centralized team at Tawuniya and a remote team in Egypt, focusing on two primary tracks: Experience Design and Digital CX. Under my leadership, the team exceeded all KPIs for three consecutive years, earned multiple global and local awards, and grew to over 15 members.
TETCO Design Lab
Tetco, MoE’s technology powerhouse, saw me launch the experience team and the cutting-edge design lab.
At TETCO, I laid the foundation and initiated key tracks to create an environment that enables, engages, and evolves seamlessly for enhanced experiences and deliverables. Under my leadership, I built a high-performing team that exceeded nearly 10 KPIs and successfully delivered on multiple national objectives. Additionally, I developed a comprehensive, visionary roadmap for MoE’s technology evolution track.
HUED Digital
The top Local consulting agency in KSA, fueling growth for STC, MOE, Monshaat, and more!
At HUED, I experienced significant personal growth while fostering the development of those around me. I managed and delivered multiple projects, quickly elevating interns’ experiences to meet our standards. I enhanced the quality and standards of our design work, improved our project delivery and presentation, and refined our approach to complex and large-scale projects. Additionally, I contributed to the company’s growth by integrating the design studio with business development, helping to expand our offerings and attract new clients.
Imkan Solutions/Product Studio
A startup partnering with top consulting firms to serve major entities in KSA.
Imkan was a product design and development agency specializing in mobile app development, owning several platforms and primarily serving SMEs. In the early stages, I developed the methodology and approach for the experience design team, establishing guidelines for managing operations and collaborating with customers. The team and I delivered award-winning experiences, including “Wateen,” “Shawarmer,” “Sadad Personal Pay,” and more.
Pixvar Product Studio
An award-winning, fully remote team that increased the estimated value of our edu-tech product by 5x!
Pixvar was a 100% remote design and development studio in 2015, specializing in edu-tech solutions and owning Mbt3th.us, a leading educational platform at the time. With a team of 8 members working from 5 different locations, we expanded our network offerings and product lines, achieving a valuation nearly 5 times higher than when we started. I thoroughly enjoyed establishing and managing the team for over a year.
Mhgoz Technology
At age of 21. From a solo-designer, to a profitable team of design and development talents exceeds 12 members.
Mhgoz, a startup based in Egypt, welcomed me in 2012 as a solo designer handling both experience design and front-end development. Over nearly two years, I successfully built a team of 12+ members. This growth led to the launch of three product lines, ensured 100% billable hours, and achieved a profit increase of nearly four times.
6+
Built Teams
10+
International Awards
5+
Woven design languas
70+
Crafted projcts
30+
Happy key accounts
Lead Authentically, Act Boldly
Authenticity is essential—but it must move beyond intention. It’s not just being real; it’s being real and courageous enough to make tough calls, admit gaps, and inspire through clarity and conviction.
Collaboration, Not Consensus
Great teams don’t just agree—they challenge, push, and elevate each other. Prioritize collaboration, but never at the cost of bold decisions or creative friction.
Grow with Intention
Sustainable growth is more than scale—it's about growing the right way, with people, processes, and culture evolving together. Fast is fine. Forward is better.
Earn Trust, Every Day
Trust isn’t built once. It’s built constantly—in how we listen, deliver, adapt, and stay accountable. It’s a living value, not a checkbox.
Deliver Value, Not Just More
Over-delivering isn’t about doing extra—it’s about doing what matters most, brilliantly. Focus on impact, not just effort.
Share Stories That Stick
Stories connect people—but meaningful stories inspire action. Share the journey, the lessons, and the wins in ways that resonate and move others.