United Arab Emirates
With over 20 years of experience, I’ve led design teams at large-scale companies and helped build startups as a founding designer. I love building software, and I’m currently exploring AI and Vibecoding.
Leading design and research across Noon’s supply-chain, logistics, and seller platforms, covering Seller Lab, Safety & Integrity, Catalog, Finance, and Ads. Overseeing multiple product design teams and managers, driving strategy, consistency, and innovation across all internal and seller-facing experiences. • Scaled the design organization from 1 to 19. • Established UX Research as a core discipline across all verticals, embedding discovery and validation practices into product development. • Led the CAKE Design Program (Noon’s graduate hiring program) training, mentoring, and hiring top emerging design talent from the region. • Partnered with senior product and engineering leadership to define experience standards that unify dozens of complex internal tools into cohesive, efficient workflows.
Joined as the first and only designer in Noon’s supply-chain team, responsible for designing, researching, and supporting all supply-chain tools and internal products while launching new product verticals. • Designed and launched multiple new businesses from the ground up, including Noon Minutes and Noon Food, covering internal dashboards, operational tools, and driver apps. • Built Noon’s first bilingual design system, unifying interfaces across logistics and operations platforms. • Scaled the design team from 1 to 5 through recruitment, mentorship, and process design, establishing the foundation for today’s multi-disciplinary organization.
My responsibilities: • Manage, coach and grow a team of talented Product Designers • Develop best-in-class practices for product design and design delivery, fueled by user research, user feedback, data, and evidence. • Manage team to create intuitive designs and experiences that inform our users across all access points and products. • Champion design and the customer in everything you do. • Influence both company and product strategy through your team's work. • Drive the design vision of the company, working closely with Product Management, Engineering, and Product Marketing leaders. • Define design goals, strategies, and guidelines. • Set high standards for UX and design and implement structure and process to ensure that the design and engineering teams meet these standards. • Work closely with product managers, engineers, and QA to ensure cohesive user experience. • Drive Design thinking throughout the organization and effectively lead cross-discipline workstreams.
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Hoverchat is a YC company that allows users to multitask while texting, we were the first to introduce the concept of "chatheads" even before Facebook, it was featured in the Time Magazine as one of the best 50 android apps for 2013.
I help businesses/Startups figure out how to make their Applications/products address the appropriate problems/needs of their customers and create design solutions that are intuitive, easy to use and yes, beautiful.