Al Yasmin District, Riyadh, Saudi Arabia
I’ve spent my career turning ideas into real, working products across different industries, teams, and markets. Every company I joined — whether a startup finding its way or a big player scaling fast — gave me a new challenge to solve, a new story to write. Early on, I built my skills in front-end development, learning how products work from the inside out. Later, I moved into UX and product design leadership — shaping user experiences, leading teams, and creating systems that scaled across companies. At STC, I helped drive innovation by creating toolkits and frameworks that teams could actually use, not just talk about. At Mrsool, I led UX and product design through rapid growth, crafting customer-centric processes that directly moved the business metrics. At every stop, my focus was the same: make it real, make it useful, make it matter. Now, I’m building businesses of my own — where UX, AI, and operations meet — and helping others turn big, messy ideas into simple, human experiences. If you believe in shipping real value, solving for people (not personas), and building things that stand the test of time, I’d love to connect. Let’s create what’s next.
As UX & Optimization Manager at Diriyah Company, I’m shaping the digital face of Saudi Arabia’s UNESCO-listed heritage city—designing for everyone from ultra-luxury Wadi Safar residents to day-trippers exploring Al Bujairi. I’m building a bilingual, WCAG-ready design system, hard-wiring Lean-UX research and GA4 insights into every sprint, and steering our Adobe AEM migration—so we can launch award-worthy sites and apps that honour Diriyah’s past while driving modern-day engagement and conversion.
I led a team of 7 UX designers and researchers to create a seamless, user-friendly experience for all the MRSOOL Platforms and apps, resulting in a 25% increase in user conversion and a 20% reduction in user churn. Defined and communicated the UX vision and strategy to the team and stakeholders, ensuring alignment with business goals and technical feasibility. Presented quarterly updates to the executive team, securing an additional budget increase for UX initiatives. I have conducted over 50 user research sessions and usability tests annually, gathering insights that informed vital design decisions. The research has improved task completion rates and increased user satisfaction scores. Established and maintained comprehensive UX design standards and guidelines adopted across all product lines, ensuring a consistent user experience and reducing development time. Justify design decisions with data and insights and utilize the A/B testing and analytics to support recommendations. We have successfully influenced the implementation of critical features, such as the "Order Anything" button, which contributed to increased order volume and CSAT. I played a vital role in identifying new opportunities to enhance the app's features and functionality, successfully launching five significant updates that improved user retention and seamless experience. I stayed up-to-date with industry trends and best practices in UX design, integrating cutting-edge techniques and technologies to keep Mrsool competitive and relevant in the delivery app market.
We have enhanced the user experience for the app's 7 million users with diverse cultural backgrounds, generations, behaviors, and needs. This initiative increased overall user satisfaction and a reduction in customer support inquiries. Collaborated with cross-functional teams, including product managers, engineers, and data analysts, to ensure UX design aligned with business goals and technical feasibility. These collaborations led to a faster development cycle and improvement in product-market fit. They led the design process from concept to delivery, conducting over 60 user research sessions and usability tests annually to validate design decisions and identify areas for improvement. These efforts resulted in a 30% increase in task success rates and a 20% reduction in user errors. It defined and maintained UX design standards and guidelines, ensuring consistency and cohesiveness across the Mrsool app. This standardization improved design efficiency by 20% and enhanced the user experience across all touchpoints. Leverage expertise in UX design to deliver exceptional user experiences that meet the diverse needs of Mrsool's users. Key projects included redesigning the user onboarding process, which increased user retention by 10% within the first month. I played a crucial role in building a strong UX culture and increasing UX maturity within the organization by hiring and mentoring a team of 8 UX designers. This initiative led to a more user-centric approach across departments and improved collaboration and innovation. Contributed to the success of Mrsool as a thriving and innovative company by continuously exploring new ways to enhance the app's user experience. Implemented new UX research methodologies and design tools that kept the app competitive.
As a vital member of the Design Thinking Team at STC and its subsidiaries, I collaborated with over 28,000 employees to address various challenges. We utilized design thinking and user-centered design (UCD) processes to deliver exceptional user experiences. My primary focus was on developing innovative solutions that met the diverse needs of our users. By working closely with cross-functional teams, I ensured our designs were effective, efficient, and intuitive, consistently placing the user at the core of our design process. This approach led to successfully implementing user-friendly solutions that enhanced customer satisfaction and streamlined internal processes.
I collaborated with the Saudi Telecommunication Company (STC) to drive innovation and develop cutting-edge solutions. Specifically, I focused on identifying and creating portals that enhanced productivity, communication, and teamwork for more than 28,000 employees in the collaboration department. Leveraging my expertise in user experience, I delivered custom solutions that were practical and engaging, significantly improving the overall employee experience. My contributions helped the organization streamline operations, increase employee engagement, and achieve its strategic goals, thereby driving positive business outcomes.
I collaborated with a talented team to deliver over 20 successful projects, including the design and development of mobile apps for both iOS and Android platforms and front-end CMS portals for administrative purposes. Working alongside such a dynamic group allowed me to grow personally and professionally. Through our collective efforts, we created innovative solutions that met and exceeded the needs and expectations of our clients. Despite the high volume of work, the sense of accomplishment from each completed project was fulfilling and motivating. I am proud of the experience and the significant achievements we made as a team.