Career History
Uniting technology, business innovation, and stellar experience to enchant and elevate every interaction.
I lead through visionary and authentic leadership, blending joyful, purposeful design with human-centric technology, crafting collective, impactful digital journeys for every shared story.
Senior Director — Design & IX Studio
2024 — Present
- Lead the strategic vision and full operations of Deurs’ Design & Intelligent Experience (IX) Studio, overseeing experience strategy, business development, and R&D.
- Design new service offerings and business models that extend beyond traditional design delivery, leveraging data-driven insights, AI, and behavioral economics to embed innovation into client operations.
- Deliver personalized, human-centered experiences that foster lasting connections between people and brands.
- Oversee a multidisciplinary team blending creative, strategic, and technical talent to drive transformation across public and private ecosystems.
Head of Digital Experience Excellence / Director
2022 — 2024
- Built and led the Digital Experience Excellence (DXE), aligning design, CX, and innovation with business goals.
- Developed and let centralized and remote teams across KSA and Egypt, scaling to 15+ cross-functional members across UX/UI design, research, digital CX, measuring, and product, exceeding KPIs for three consecutive years.
- Directed end-to-end digital platform transformation, including full redesigns of web and mobile experiences, unifying design language, and enhancing usability and accessibility.
- Achieved 20x growth in key experience metrics, including CSAT, mobile app downloads, and digital sales, contributing to SAR 1+ billion in digital revenue and over 45% market share in KSA.
- Revamped user journeys and built insights-driven journey maps and service blueprints to optimize engagement.
- Built strong internal trust and visibility with C-level leadership, consistently earning consistent top-tier performance ratings (4/5 and 5/5) for delivering high-impact concepts and go-lives.
- Collaborated closely with stakeholders across Technology, Marketing, and Customer Operations to ensure alignment on priorities, roadmaps, and performance goals.
- Positioned DXE as a strategic partner across the organization, influencing investment in human-centered design and Agile delivery methods that facilitated the delivery of 250 digital projects.
- Secured 15+ global and regional awards for experience innovation and performance, including GBO, Gartner, Asian Experience Award, and The Digital Banker.
- Earned Webby Honoree recognition for Best User Experience in Productivity, Financial Services & Banking for the Tawuniya Super App—one of the industry’s most prestigious accolades in digital innovation and UX.
Experience Consulting Manager, Digital Services
2021 — 2022
- Explored strategic consulting with one of the Big Four to expand exposure to cross-sector transformation work.
- Provided design leadership across digital experience initiatives as part of the Digital Services team.
- Helped scale the team locally and established the foundational structure for the local design chapter.
Head Of User Experience
2021 — 2021
- Established the Ministry of Education’s first in-house experience design team and innovation lab from scratch.
- Assessed current-state UX across platforms and developed a scalable strategy to drive digital transformation for national education stakeholders.
- Established Basar, the second official governmental design language, for MoE and TETCO in-house teams.
- Led the team in delivering key initiatives, including Safeer, School Transportation, the Student Smart Bracelet, the KSA Scholarship Platform, MoE CRM, and the Support Portal.
- Contributed in developing and implementing the national 2030 Experience Strategy and roadmap aligned with Vision 2030.
- Spearheaded the launch of the MoE Unified Portal / Alpha, delivering an integrated platform for multiple user groups.
- Directed design and delivery of national edtech products used across educational sectors.
- Conducted UX research and usability testing to inform product decision-making and prioritize enhancements.
- Recruited and structured a high-performing UX team, defining roles, responsibilities, and operational workflows.
Manager - Design Studio and Digital/Product
2017 — 2021
- Directed full-cycle design and product engagements, from discovery and ideation to strategy, delivery, and post-launch optimization.
- Led proposal development and scoping sessions to align client needs with innovative service offerings.
- Built and managed cross-functional teams, defined project goals, and oversaw planning, onboarding, and execution.
- Conducted primary research, usability testing, heuristic evaluations, and strategy workshops — often in lean or resource-limited settings.
- Reviewed and validated UX deliverables including research reports, wireframes, mockups, and conceptual models.
- Spearheaded the company’s transition to remote operations during COVID-19, doubling the design team from 16 to 32.
- Helped expand HUED’s service offerings and client base, contributing to a measurable increase in reach and user impact.
- Drove innovation in internal tools, processes, and design methodologies to support scalability and creative excellence.
Product Design Lead
2015 — 2017
- Delivered award-winning products, such as Wateen (King Khalid Foundation Award), Shawarmer, Sadad Pay, and Zad by 91st, while building a UX methodology and managing cross-functional design and development teams.
Product Design Lead & Co-Founder
2015 — 2015
- Oversaw the launch of a fully remote edtech studio and built a design and development team across five locations, increasing product valuation by 5x.
- - Launched Basamat Mbt3th, a platform recognized with the King Khalid Foundation Award for social impact.
Product Designer
2014 — 2015
- Led the design of next-generation product interfaces in collaboration with Elm and other governmental entities.
- Redesigned the Absher Self-Service Machines to enhance usability and accessibility.
- Launched Zaheeb, the most popular real estate platform in Saudi Arabia.
- Developed the first Saudi-local digital screens and network management platform, enabling organizations such as the Grand Mosque of Mecca and several universities to design and manage their digital signage without code.
- Launched Hudoor, the first Saudi HR platform supporting digital transformation in workforce management.
UX/UI Designer
2013 — 2014
- Designed digital experiences for leading platforms, including Filgoal, Fanta, Almasry Alyoum, and Contact Cars.
- Created the interactive platform for the Fanta Gaming Championship, the first of its kind, launched in Egypt.
UX Team Lead
2012 — 2013
- Built and led a 12-person team, launching three product lines and quadrupling company profits.
- Led the development of Delight WP, a WordPress-based framework that enabled the later creation of Community Legend - a plugin and theme set adopted by 2,500+ customers, including websites and content platforms.
Founder & Designer
2008 — 2012
- Founded a multidisciplinary creative studio delivering web, digital marketing, and media production services.
- Produced exclusive training and educational content in partnership with platforms like Ideal Designer.