Landed my first gig freelancing for Nvidia, aged 14.
Got a job offer. Dropped out of college.
Moved to Madrid, Spain. Joined hotel booking app. Acquired by Groupon.
Moved back to London. Spent years contracting.
Switched to luxury commerce. Started at FarFetch.
Moved to Dubai. Joined Careem. Lead design for Food.
Lead experience design for the region’s first Superapp.
Head of Product Design at CAFU.
Working with you?
From rides to food delivery, payments, groceries, and more, I helped shape the experience behind one of the Middle East’s most ambitious product transformations.
Back in 2020, server-driven UI was still emerging. I defined the personalization strategy and helped build the platform foundations that enabled dynamic experiences tailored to user context, behavior, and intent.
By surfacing the right service to the right user at the right moment, personalization helped drive engagement, discovery, and cross-service adoption across the ecosystem.
Cross service engagement
Time to first action
Home card interaction rate
Higher CTR on widgets
Food conversion from home
Weekly multi service users
As Head of Product Design, I led the UX strategy and experience design for PayPalm: a biometric payments platform that turns your palm into your wallet. My scope spanned the consumer app, identity systems, merchant experiences, and PalmOS - a bespoke operating system for POS devices.
I turned a complex fintech setup into a guided flow that feels simple: identity checks, selfie capture, account creation, and verification: all designed to reduce drop-off while satisfying the security and compliance demands of biometric payments.
Every step served a purpose. Recovery credentials, account security, and profile completion were carefully sequenced to keep momentum high while giving users confidence their account was protected from day one.
Financial products live or die on trust. Every interaction was crafted to provide clarity, transparency, and confidence — whether checking a balance, reviewing transactions, or making a payment.
Design systems, user flows, and front-end experiences are generated through a structured AI workflow, dramatically increasing output without compromising quality.
As part of Idealz Holding, creators of Dream Dubai and Winnrz, I helped evolve a platform where shopping meets entertainment. The challenge was balancing trust, excitement, and conversion to create an experience users genuinely enjoy returning to.
Behind every screen sits a segmentation framework designed around conversion, engagement, and reactivation. Content modules dynamically adapt to each user’s behaviour and lifecycle stage.
Behind the scenes, every homepage is assembled differently. Components expand, collapse, reposition, and change variant based on persona, behaviour, and business goals to ensure the most important experiences appear exactly where they matter most and to who.
Your Lucky Three uses behavioural signals, past entries, favourites, and engagement history to surface three campaigns each user is most likely to love. Designed to drive discovery and repeat sessions, users can enter all three with a single tap.
I leverage Cursor and AI agents to operate across product strategy, UX, and front-end development. The result is a continuous workflow where ideas evolve into production-ready experiences without the delays and friction of traditional handoffs.
A structured AI workflow transformed how marketing assets were produced. Brand systems, creative guardrails, and curated asset libraries enabled faster concept generation, rapid iteration, and consistent output across formats, markets, and languages.
Previously known as Two72, Tomorrow transforms complex health data into clear, actionable guidance. I led the end-to-end product experience, helping turn blood biomarkers, biological age, and diagnostic insights into personalized actions people can actually understand and follow.
Raw blood data means little without context. I designed an experience that translates biomarkers, trends, and clinical insights into clear explanations, meaningful progress tracking, and personalized actions users can actually follow.
Workout tracking, activity, sleep, and recovery are automatically integrated with blood diagnostics to deliver more intelligent insights and personalized action plans.
Over three years, I grew the design organisation from 3 to 15 rockstars and expanded my remit from product experience into research, content, and creative leadership, supporting CAFU’s evolution from fuel delivery app to mobility platform.
I led the complete redesign of CAFU’s consumer experience as the platform evolved beyond fuel. Working alongside engineering and product leadership, we rebuilt the experience from the ground up transforming a single-service product into a multi-service platform for fuel, car wash, tyres, batteries, oil changes, and more.
The platform optimized for registration instead of exploration. Users were asked to commit before understanding the product, creating unnecessary friction at the very start of the journey.
Instead of leading with registration, we introduced an immediate reward that users could claim upon sign-up. By creating a clear and tangible benefit upfront, account creation became part of the value proposition rather than a barrier to entry.
Users were allowed to explore, configure, and build intent before being asked to register. By delaying authentication until the point of commitment, we reduced friction without compromising account creation or verification requirements.
Every change was grounded in a simple principle: reduce friction, increase intent. The result was measurable improvements across activation, account creation, engagement, and early-stage churn.
Activation Rate
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30 days after releaseThe gamified experience created a strong incentive to complete their first order.
Bounce Rate
↓0%
30 days after releaseUsers were more engaged after launch and less likely to close the app immediately.
Account Creation / Sessions
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30 days after releaseSignup now feels natural – part of the flow, not forced upfront
Pre Account Creation Churn
↓0%
30 days after releaseWe only ask for their number when they're ready to act + intent is high.