Available to hire
I’m a results-driven UX strategist and product leader with 9+ years guiding cross-functional teams through human-centered digital transformations in fintech, automotive, and enterprise SaaS. I specialize in translating complex business and customer needs into validated, scalable experiences, combining design thinking, prototyping, and Agile delivery to drive measurable outcomes.
I excel at guiding clients from strategy to implementation, aligning stakeholders, and building design systems and AI-ready interfaces. My toolkit spans UX research, information architecture, accessibility, and hands-on delivery across Figma, Azure, CRM/CMS ecosystems, and AI-enabled platforms to help teams ship faster with confidence.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Arabic
Fluent
Work Experience
Co-founder & Design Consultant at UI Markets
February 1, 2019 - PresentFounded and scaled a global design resource platform used by 10,000+ designers worldwide, delivering high-quality UI component kits, design system frameworks, and reusable asset libraries adopted across startups and enterprise product teams. Provided design system consulting, advised on token structures and governance, and accelerated cross-team adoption. Built learning materials for paid UX and product design courses and mentored 100+ designers within a global design community.
Senior UX Strategist & Lead Product Designer at FPT Software (Client: Petronas)
November 1, 2023 - April 1, 2025Led a multidisciplinary team of 16 designers on an enterprise transformation programme for energy and resource management platforms. Collaborated with product managers, engineers and client stakeholders to define functional requirements, validate constraints, and ensure design feasibility. Conducted user research and usability testing to translate findings into actionable journeys and data-driven design decisions. Standardised design specifications and handoff processes, improving handoff quality and reducing rework. Mentored junior designers.
UX Strategist & Lead Product Designer at WHIP Mobility
August 1, 2021 - September 1, 2023Owned end-to-end product strategy and UX design for a B2B SaaS platform and white-label mobile app serving automotive dealership clients. Defined product vision and roadmap priorities, led journey mapping and prototype development, reducing vehicle service scheduling time by 60% through streamlined booking workflows. Managed requirements, wrote user stories, and collaborated with developers to deliver features. Created reusable UI component libraries and design guidelines to accelerate delivery across client releases. Conducted usability testing and translated feedback into measurable improvements.
Senior UI/UX Strategist at Aleph-Labs
July 1, 2020 - July 1, 2021Delivered UX strategy and design transformation for multiple Southeast Asian financial institutions, redesigning mobile banking and online platforms, improving adoption and reducing friction through structured usability testing and iterative refinement.
Senior UI/UX Strategist at Recruitable
March 1, 2020 - May 1, 2020Conducted user research and usability evaluations to identify pain points and design opportunities; designed improved journeys and high-fidelity prototypes; delivered strategic design recommendations aligned with product priorities and tight delivery timelines.
Senior UI/UX Strategist at Abundant Academy
December 1, 2018 - January 1, 2020Designed responsive website experiences and reusable UI component systems; collaborated across product and marketing to deliver cohesive design solutions; improved visual consistency across digital properties with systematized, reusable layouts.
Creative Designer at MOBE
August 1, 2017 - October 1, 2018Delivered integrated digital and print campaigns, landing pages, and executive presentations in collaboration with marketing and product teams, ensuring alignment with brand and campaign strategy.
Senior UI/UX Strategist at MOBE
August 1, 2017 - October 1, 2018Drove creative and UX strategy for digital campaigns and product initiatives, delivering integrated digital experiences and improving design-to-development handoff through precise interaction documentation.
UX Strategy & Design Lead at WHIP Mobility
August 1, 2021 - September 1, 2023Owned end-to-end product strategy for a B2B SaaS platform and white-label mobile app across automotive dealership clients; reduced vehicle service scheduling time by 60% through streamlined booking workflows.
Education
Google UX Design Professional Certificate at Google
January 11, 2030 - March 16, 2026Coursera: Use Generative AI as Your Thought Partner at Coursera
January 11, 2030 - March 16, 2026Udemy: Project Management & Effective Project Teams at Udemy
January 11, 2030 - March 16, 2026Google UX Design Professional Certificate at Google
January 11, 2030 - April 19, 2026Coursera: Use Generative AI as Your Thought Partner at Coursera
January 11, 2030 - April 19, 2026Udemy: Project Management & Effective Project Teams at Udemy
January 11, 2030 - April 19, 2026Qualifications
AI in Design: Current Tools, Future Applications
January 11, 2030 - March 16, 2026Design Leadership & Cross-functional Team Management
January 11, 2030 - March 16, 2026AI in Design: Current Tools, Future Applications
January 11, 2030 - March 16, 2026Design Leadership & Cross-functional Team Management
January 11, 2030 - March 16, 2026Google UX Design Professional Certificate
January 11, 2030 - March 16, 2026Coursera: Use Generative AI as Your Thought Partner
January 11, 2030 - March 16, 2026Udemy: Project Management & Effective Project Teams
January 11, 2030 - March 16, 2026AI in Design: Current Tools, Future Applications
January 11, 2030 - March 16, 2026Design Leadership & Cross-functional Team Management
January 11, 2030 - March 16, 2026Google UX Design Professional Certificate
January 11, 2030 - March 16, 2026Coursera: Use Generative AI as Your Thought Partner
January 11, 2030 - March 16, 2026Udemy: Project Management & Effective Project Teams
January 11, 2030 - March 16, 2026AI in Design: Current Tools, Future Applications
January 11, 2030 - March 16, 2026Design Leadership & Cross-functional Team Management
January 11, 2030 - March 16, 2026Google UX Design Professional Certificate
January 11, 2030 - March 16, 2026Coursera: Use Generative AI as Your Thought Partner
January 11, 2030 - March 16, 2026Udemy: Project Management & Effective Project Teams
January 11, 2030 - March 16, 2026AI in Design: Current Tools, Future Applications
January 11, 2030 - April 19, 2026Design Leadership & Cross-functional Team Management
January 11, 2030 - April 19, 2026AI in Design: Current Tools, Future Applications
January 11, 2030 - April 19, 2026Design Leadership & Cross-functional Team Management
January 11, 2030 - April 19, 2026Google UX Design Professional Certificate
January 11, 2030 - April 19, 2026Coursera: Use Generative AI as Your Thought Partner
January 11, 2030 - April 19, 2026Udemy: Project Management & Effective Project Teams
January 11, 2030 - April 19, 2026Industry Experience
Financial Services, Software & Internet, Professional Services, Transportation & Logistics, Energy & Utilities, Media & Entertainment, Education
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
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