Available to hire
I am an accomplished UX Designer with over 15 years of experience shaping intuitive digital solutions across web, mobile, hardware, and virtual reality. I have a proven track record at leading companies including Dyson, Sony PlayStation, Vodafone, and Virgin Media O2. I blend research, design thinking and emerging technologies (AI, VR, IoT) to deliver meaningful user experiences. I am known for inspiring teams and elevating design standards in fast-paced, global environments.
I am dedicated to mentoring teams and driving design excellence across complex, multi-stakeholder programs, delivering value through user-centered strategies and measurable outcomes.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Senior UX Consultant at Reply Group
April 1, 2025 - October 2, 2025Spearheaded the integration of generative AI into enterprise UX workflows, accelerating design iteration and reducing delivery time by 50%. Designed AI-assisted UX/UI framework s, enabling large-scale personalisation across B2B and B2C platforms. Facilitated client workshops and design sprints to align business goals with user-centred outcomes. Designed gaming platform interfaces, enhancing player engagement through streamlined user journeys.
Senior UX Consultant at Reply Group
April 1, 2025 - October 2, 2025Led the integration of generative AI into enterprise UX workflows, accelerating design iteration and reducing delivery time by 50%. Designed AI-assisted UX/UI frameworks enabling large-scale personalisation across B2B and B2C platforms. Facilitated client workshops and design sprints to align business goals with user-centred outcomes. Designed gaming platform interfaces, enhancing player engagement through streamlined user journeys.
Senior UX Designer at Dyson
February 1, 2023 - October 2, 2025Created intuitive multi-device experiences for connected hardware, blending industrial design with digital interfaces. Partnered with engineers and researchers to optimise usability in smart home ecosystems. Enhanced onboarding flows, improving user adoption of IoT-enabled devices.
Senior UX Designer at Dyson
February 1, 2023 - October 2, 2025Created intuitive multi-device experiences for connected hardware, blending industrial design with digital interfaces. Partnered with engineers and researchers to optimise usability in smart home ecosystems. Enhanced onboarding flows, improving user adoption of IoT-enabled devices.
Senior UX Designer at Poppulo
October 1, 2022 - October 2, 2025Reimagined the UX of an employee engagement platform, increasing active usage by 30%. Introduced scalable design systems, improving design consistency and reducing development rework. Conducted end-to-end user research, translating insights into actionable design strategies.
UI/UX Manager (Voluntary) at Brezaa Dating App
October 1, 2021 - October 2, 2025Led design strategy for a mobile-first dating platform, enhancing engagement through personalised journeys. Mentored a small team of junior designers, establishing design principles and guidelines.
UI/UX Manager (Voluntary) at Brezaa Dating App
October 1, 2021 - October 2, 2025Led design strategy for a mobile-first dating platform, enhancing engagement through personalised journeys. Mentored a small team of junior designers, establishing design principles and guidelines.
Senior UX Designer at Poppulo
October 1, 2021 - October 2, 2025Reimagined the UX of an employee engagement platform, increasing active usage by 30%. Introduced scalable design systems, improving design consistency and reducing development rework. Conducted end-to-end user research, translating insights into actionable design strategies.
UX Consultant at The Marketing Practice (Accenture)
August 1, 2021 - October 2, 2025Designed enterprise dashboards for B2B clients, improving data accessibility and decision-making speed. Delivered user-centred solutions for complex multi-stakeholder environments.
UX Consultant at The Marketing Practice (Accenture)
August 1, 2021 - October 2, 2025Designed enterprise dashboards for B2B clients, improving data accessibility and decision-making speed. Delivered user-centred solutions for complex multi-stakeholder environments.
Head of User Experience at National Zakat Foundation
December 1, 2020 - October 2, 2025Defined the end-to-end UX vision for donation platforms, streamlining user flows to increase online contributions.
Head of User Experience at National Zakat Foundation
December 1, 2020 - October 2, 2025Defined the end-to-end UX vision for donation platforms, streamlining user flows to increase online contributions.
Head of User Experience at Kitopi (Cloud Kitchen)
December 1, 2019 - October 2, 2025Built and scaled the UX practice across MENA in a hyper-growth startup environment. Developed service blueprints and customer journeys that increased conversion rates by 15%. Drove collaboration between product, engineering, and operations to unify customer touchpoints.
Head of User Experience at Kitopi (Cloud Kitchen)
December 1, 2019 - October 2, 2025Built and scaled the UX practice across MENA in a hyper-growth startup environment. Developed service blueprints and customer journeys that increased conversion rates by 15%. Drove collaboration between product, engineering, and operations to unify customer touchpoints.
Lead Experience Consultant at Valtech (CIB Bank Egypt)
December 1, 2018 - October 2, 2025Designed a digital banking platform tailored for Egypt’s largest private sector bank. Ran usability testing in Cairo and Dubai, ensuring cultural and regulatory compliance. Simplified complex banking processes into user-friendly digital workflows.
Lead Experience Consultant at Valtech (CIB Bank Egypt)
December 1, 2018 - October 2, 2025Designed a digital banking platform tailored for Egypt’s largest private sector bank. Ran usability testing in Cairo and Dubai, ensuring cultural and regulatory compliance. Simplified complex banking processes into user-friendly digital workflows.
Senior UX Architect at Else London (T. Rowe Price)
June 1, 2018 - PresentDelivered research-driven design solutions for investment platforms, aligning complex data with clear user flows.
Senior UX Architect at Else London (T. Rowe Price)
June 1, 2018 - PresentDelivered research-driven design solutions for investment platforms, aligning complex data with clear user flows.
UX Designer at Macmillan Cancer Support
May 1, 2018 - October 2, 2025Enhanced patient-facing digital services, improving accessibility and clarity of critical health information. Improved fundraising journeys, increasing donation payouts and charity goals.
UX Designer at Macmillan Cancer Support
May 1, 2018 - October 2, 2025Enhanced patient-facing digital services, improving accessibility and clarity of critical health information. Improved fundraising journeys, increasing donation payouts and charity goals.
Web Performance & UX Manager at Kaspersky Lab
February 1, 2018 - October 2, 2025Optimised digital platforms across multiple regions, improving site performance and customer satisfaction.
Web Performance & UX Manager at Kaspersky Lab
February 1, 2018 - October 2, 2025Optimised digital platforms across multiple regions, improving site performance and customer satisfaction.
UX Designer at Reply Group (Sony PlayStation)
February 1, 2017 - October 2, 2025Designed a games distribution platform, enhancing developer and partner engagement through streamlined user journeys.
UX Designer at Reply Group (Sony PlayStation)
February 1, 2017 - October 2, 2025Designed a games distribution platform, enhancing developer and partner engagement through streamlined user journeys.
User Experience Manager at Royal Mail Group
September 1, 2016 - October 2, 2025Led UX design for logistics and delivery tracking tools used by millions of UK customers.
User Experience Manager at Royal Mail Group
September 1, 2016 - October 2, 2025Led UX design for logistics and delivery tracking tools used by millions of UK customers.
User Experience Manager at Vodafone UK
April 1, 2015 - October 2, 2025Created mobile-first experiences that simplified customer account management and billing processes.
User Experience Manager at Vodafone UK
April 1, 2015 - October 2, 2025Created mobile-first experiences that simplified customer account management and billing processes.
UI Designer at Coast Stores
December 31, 2014 - October 2, 2025Led e-commerce UX redesign, boosting conversion rates.
Designer at Investec Specialist Bank
December 31, 2014 - October 2, 2025Designed financial dashboards to improve data visibility for clients.
UX Designer at Coast Stores
January 1, 2014 - October 2, 2025Led e-commerce UX redesign, boosting conversion rates.
UI/UX Designer at Investec Specialist Bank
January 1, 2014 - October 2, 2025Designed financial dashboards to improve data visibility for clients.
Lead UI Developer at Aurora Group
December 31, 2013 - October 2, 2025Lead UI Developer for e-commerce builds and booking services.
Lead UI Developer at Aurora Group
January 1, 2013 - October 2, 2025Lead UI Developer for e-commerce builds and booking services.
UI Developer at Room101 Limited
December 31, 2010 - October 2, 2025UI Developer, building web applications and interactive experiences.
Senior UI Developer at Scripps Networks Interactive
December 31, 2010 - October 2, 2025Delivered engaging media experiences.
UI Developer at Room101 Limited
January 1, 2010 - October 2, 2025Built web applications and interactive experiences.
Senior UI Developer at Scripps Networks Interactive
January 1, 2010 - October 2, 2025Delivered engaging media experiences through UI development.
Education
MSc, Electronic Publishing at City St. Georges, University of London
January 1, 2012 - January 1, 2015BSc, Computer Science at Goldsmiths, University of London
January 1, 2004 - January 1, 2007Certificate, SAP ERP at University of Duisberg-Essen, Germany
January 1, 2012 - January 1, 2013MSc, Electronic Publishing at City St Georges, University of London
January 1, 2012 - January 1, 2015BSc, Computer Science at Goldsmiths, University of London
January 1, 2004 - January 1, 2007SAP ERP Certificate at University of Duisburg-Essen, Germany
January 1, 2012 - January 1, 2013Qualifications
Energise 4-week programme Certificate
August 1, 2025 - October 2, 2025Hot Track Course, Gen AI for Digital Experiences
January 1, 2024 - October 2, 2025Energise 4-week programme Certificate
August 1, 2025 - October 2, 2025Hot Track Course, Gen AI for Digital Experiences
January 1, 2024 - October 2, 2025SAP ERP Certificate
January 1, 2012 - January 1, 2013Industry Experience
Software & Internet, Media & Entertainment, Professional Services, Retail, Non-Profit Organization, Gaming
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
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