All Projects
Experience Direction
Evolving Cadillac's Luxury Digital Experience Through System Level Thinking
Cadillac’s digital ecosystem spanned multiple teams and journeys, leading to inconsistencies in hierarchy and decision clarity across model and configuration experiences.
While product strategy was owned cross functionally, I led experience direction and system alignment across key touchpoints, focusing on structural coherence, clearer high intent moments, and scalable governance for future releases.
6 min est. read
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Growth Optimization
Reducing the drop-off rates by
19% at Sastaticket
This case study showcases the process and the problems I faced when trying to decrease the drop-off rates on the search results page, which was 61%, one of the key steps of the funnel in the booking experience for a platform with a 500k+ monthly user base. It highlights how I overcame challenges and came up with viable solutions through extensive research and testing, which eventually reduced drop-off by 19%. I was the lead on this project.
8 min est. read
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Systems Thinking
Streamlining NEOM Design Operations with a Scalable System for Growth
NEOM needed a scalable foundation for its digital marketing efforts across multiple teams, languages, and channels to support consistent, flexible, and efficient content delivery. I led the experience direction and system strategy to establish a unified design system that enabled coherent production across English and Arabic audiences while improving speed, quality, and cross-team alignment.
8 min est. read
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Experience Direction
Improving User Clarity and Navigation in a Complex Urban Environment for DXB
Dubai Express Maps needed stronger clarity and prioritization within a dense and dynamic city context where users rely on fast and accurate wayfinding. I led the experience direction and navigation structure strategy to redefine how routes, landmarks, and transit information are organized and interpreted. The goal was to reduce cognitive load and improve decision speed across devices and use cases.
6 min est. read
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Experience Direction
Elevating Digital Trust and Clarity for Premium Banking Clients
KFH Private serves high-value banking clients who expect clarity, prestige, and seamless access to complex financial services. The existing digital experience lacked the confidence and readability needed to reflect this premium positioning and support multilingual access. I led the experience direction, strategic refinement, and visual system decisions that reshaped KFH Private’s digital presence into a responsive, bilingual platform that balances elegance with functional clarity for corporate users.
6 min est. read
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Experience Direction
Designing the First Wayfinding App for Autistic People at DXB
Designing DXB Inclusive Maps was both inspiring and demanding. The main challenge was creating a calm and supportive experience that avoided overstimulation while still guiding autistic travelers through complex airport processes. I simplified journeys into clear steps, tested colors and flows for accessibility, and refined interactions through research and iteration to make the experience intuitive and reassuring.
10 min est. read
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Experience Direction
Launching Kia’s First Pickup Truck in the Middle East
Kia Tasman was Kia’s first pickup truck and required a launch experience built specifically for the Middle East market. The launch needed to educate new audiences, express capability and lifestyle positioning, and convert interest into high intent actions through a dedicated microsite and a separate vehicle configurator. I led the experience direction and interaction structure across both surfaces, ensuring the story, information hierarchy, and configuration flow worked together as one cohesive journey from discovery to intent.
7 min est. read
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UX Case Study
Empowering Remote Teams with a Task-Management App
This case study highlights my work on a task management app for remote teams. I tackled challenges around poor communication and scattered workflows, then used research, prototyping, and testing to redesign the experience, making task tracking clearer, collaboration smoother, and boosting overall team efficiency.
12 min est. read
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Reducing the drop-off rates by 19% at Sastaticket
Growth Optimization
This case study showcases the process and the problems I faced when trying to decrease the drop-off rates on the search results page, which was 61%, one of the key steps of the funnel in the booking experience for a platform with a 500k+ monthly user base. It highlights how I overcame challenges and came up with viable solutions through extensive research and testing, which eventually reduced drop-off by 19%. I was the lead on this project.
8 min est. read
View Project
Get started
Experience Direction
Designing the First Wayfinding App for Autistic People at DXB
Designing DXB Inclusive Maps was both inspiring and demanding. The main challenge was creating a calm and supportive experience that avoided overstimulation while still guiding autistic travelers through complex airport processes. I simplified journeys into clear steps, tested colors and flows for accessibility, and refined interactions through research and iteration to make the experience intuitive and reassuring.
10 min est. read
View Project
Get started
Experience Direction
Launching Kia’s First Pickup Truck in the Middle East
Kia Tasman was Kia’s first pickup truck and required a launch experience built specifically for the Middle East market. The launch needed to educate new audiences, express capability and lifestyle positioning, and convert interest into high intent actions through a dedicated microsite and a separate vehicle configurator. I led the experience direction and interaction structure across both surfaces, ensuring the story, information hierarchy, and configuration flow worked together as one cohesive journey from discovery to intent.
7 min est. read
Systems Thinking
Streamlining NEOM Design Operations with a Scalable System for Growth
NEOM needed a scalable foundation for its digital marketing efforts across multiple teams, languages, and channels to support consistent, flexible, and efficient content delivery. I led the experience direction and system strategy to establish a unified design system that enabled coherent production across English and Arabic audiences while improving speed, quality, and cross-team alignment.
8 min est. read
View Project
Get started
Experience Direction
Elevating Digital Trust and Clarity for Premium Banking Clients
KFH Private serves high-value banking clients who expect clarity, prestige, and seamless access to complex financial services. The existing digital experience lacked the confidence and readability needed to reflect this premium positioning and support multilingual access. I led the experience direction, strategic refinement, and visual system decisions that reshaped KFH Private’s digital presence into a responsive, bilingual platform that balances elegance with functional clarity for corporate users.
6 min est. read
View Project
Get started
Experience Direction
Improving User Clarity and Navigation in a Complex Urban Environment for DXB
Dubai Express Maps needed stronger clarity and prioritization within a dense and dynamic city context where users rely on fast and accurate wayfinding. I led the experience direction and navigation structure strategy to redefine how routes, landmarks, and transit information are organized and interpreted. The goal was to reduce cognitive load and improve decision speed across devices and use cases.
6 min est. read
View Project
Get started
UX Case Study
Empowering Remote Teams with a Task-Management App
This case study highlights my work on a task management app for remote teams. I tackled challenges around poor communication and scattered workflows, then used research, prototyping, and testing to redesign the experience, making task tracking clearer, collaboration smoother, and boosting overall team efficiency.
12 min est. read
View Project
Get started
