Amman, Jordan
I'm a Product Design Manager and UX Leader with 10+ years building design functions from the ground up, scaling teams, systems, and strategy across enterprise, SaaS, fintech, and marketplace platforms. Currently at PwC, where I lead product design and experience consulting for complex, multi-stakeholder environments. What I specialize in: Design Systems architecture and governance | DesignOps frameworks | UX Strategy for product-led growth | Cross-functional design leadership across distributed teams | Design maturity building in regulated and enterprise organizations Selected impact: • Scaled product design operations across 17 markets (MENA region), aligning UX standards across retail, last-mile, and fulfillment ecosystems at Majid Al Futtaim • Built enterprise design systems using design tokens, reducing component variants by 60%+ and accelerating team delivery • Contributed to designs serving 93M+ users on AI-driven platforms competing globally • Delivered UX frameworks and DesignOps processes adopted by 100+ enterprise clients • Part of the team recognized with the Gulf Customer Experience Award for Best Digital Customer Experience (2025) • Mentored 500+ designers globally through Springboard, ASU, and independent programs, with measurable placement results Background: BSc Software Engineering + UI/UX Design Specialization (CalArts) gives me a rare bridge between technical feasibility and design excellence. Available for Design leadership, Head of Design, or Design Systems/DesignOps consulting roles globally (remote-friendly).
• Advising enterprise clients on design strategy, UX maturity models, and digital transformation roadmaps across consulting engagements • Establishing design standards and experience frameworks for complex, regulated industries • Bridging design, product, and engineering functions to deliver measurable client outcomes
• Delivered advanced UI/UX workshops on microinteractions, research methodologies, and design systems, equipping students with real-world design expertise. • Guided students through hands-on design projects, resulting in strong portfolios and professional readiness. • Provided individualized mentorship to nurture emerging designers, ensuring job-ready skills and industry-aligned capabilities.
• Led UX strategy and end-to-end product design across 17 markets (MENA), unifying design standards for retail, e-commerce, fulfillment, and last-mile platforms serving millions of users • Architected a multi-product design system using design tokens, reducing component variants by ~60% and cutting design-to-development handoff time by 35%, enabling a growing team of 15+ designers to work at scale • Grew the Jordan design team from 4 to 15+ designers, establishing hiring standards, onboarding programs, and a sustainable design culture within 2 years • Redesigned critical user journeys across e-commerce checkout and fulfillment workflows, improving task completion rates and reducing operational friction for both customers and internal teams • Introduced structured UX research and validation processes (usability testing, analytics integration, design reviews), reducing design rework by ~30% and increasing data-informed decision-making • Recognized as part of the award-winning team at the Gulf Customer Experience Awards 2025 for Best Digital Customer Experience
• Led the transformation of the company's internal analytics and operations experience by identifying scalability, performance, and usability limitations in existing reporting workflows, and proposing a more efficient, system-based, user-centered approach. • Collaborated directly with executive leadership to redefine how data and internal tools are designed and delivered, ensuring alignment between business objectives, user needs, and technical feasibility. • Currently designing a suite of internal systems including dashboards, analytics platforms, HR tools, CRM interfaces, and operational systems, with a strong focus on workflow optimization, usability, and cross-team efficiency. • Played a key role in significantly increasing delivery velocity by transitioning from slow, report-based outputs to scalable, reusable systems, enabling faster iteration and improved user experience across internal products. • Designed internal platforms aimed at improving operational efficiency, reducing friction for internal users, and ensuring better alignment with real-world workflows and data needs.