Dubai, United Arab Emirates
With over 10 years of experience as a Design Strategist, I have a proven track record of driving business growth through exceptional customer experiences supported by a data-driven approach to identify opportunities for groundbreaking innovation. I have been successful in implementing customer-centric strategies for clients and internal stakeholders that have led to increased customer satisfaction, loyalty, and revenue growth. My expertise in business innovation, customer research, design thinking, and design OPS have been key to my success. I am also skilled in leading cross-functional teams and managing complex projects. I am a strategic thinker with a strong ability to communicate and influence at all levels of an organization. My top hard skills include business design, customer research, strategic and service design, CX design, data analysis, and project management.
Strategic Design & Business Transformation Driving sustainable business growth through strategic design and innovation. At Sketchin, I partner with forward-thinking organizations to explore technology potential, launch new ventures, and create meaningful experiences that deliver lasting value. Specializing in: - Business strategy and transformation initiatives - Design-led innovation and customer experience - Technology integration and digital future readiness - Cross-disciplinary team leadership With a focus on shaping intelligent solutions that connect design, technology, and cultural transformation, I help organizations lead change with clarity and purpose. Committed to delivering strategic insights that bridge the gap between vision and execution.
- Engaged with Senior Product Owners and Business stakeholders to define business opportunities and translate insights into desirable and viable customer experiences (improvement of existing and envisioned brand-new digital products/services). - Advised design and strategic direction for digital products, platforms and services, outlining intended target users, needs and wants, optimal customer journeys, and consistency with the brand. - Led all aspects of design research for several projects, including qualitative and quantitative studies and user/concept testing. Synthesized with actionable reports to ensure product/service delivery teams built the right features. - Led collaborative workshops to produce tangible results in a rapid and iterative way. - Contributed positively to the design innovation & CX culture within Majid Al Futtaim. - Led and supported cross-disciplinary teams to conceive best-in-class innovative products and services for MAF business units. - Helped shape the product strategy and roadmap to build and launch successful products.
- Part of the Eight Inc Experience Design team based in the Middle-East region and reported to the Executive Design Principal. - Led design activities with the design team and facilitated client meetings for design review sessions. - Explored with clients new opportunities for their business and set up design approaches and project planning. - Worked with a variety of clients in the UAE and Saudi Arabia in the tourism, hospitality, finance and entertainment sectors.
- Managed the Wizeline APAC Design team and member of the Wizeline Global Design Leadership. - Identified opportunities for team growth, processes improvement, and design vision evolution. - Lead and supervised the team's design activities for Wizeline’s clients. - Mentored and coached the design team members. - Engaged with clients and worked along with the go-to-market unit. - Worked with a worldwide distributed team.
- Held classes about IA, Interaction design, Prototyping, and Agile testing for 3 editions of the “UX Design Master’s degree course” at the Talent Garden Innovation School. - Tutored the students for the project activities of the course and for the final exam.