Government payments, national service portals, job platforms for blue-collar workers. High stakes, low tolerance for confusion.

Ten years, one habit: ask the user, then simplify.

I started in agency work in Cairo, spent two years inside Vodafone's design system, led a small design function at a startup, then moved to the UAE to work on services that entire populations depend on — TAMM in Abu Dhabi alongside a 20+ designer team, and now RTA in Dubai.

My comfort zone is the messy front half: interviews, ethnographic studies, journey maps, information architecture. My discipline is the back half: specs detailed enough that engineers never have to guess. An MBA in between taught me to argue for design in the language stakeholders actually fund.

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Got a service that people struggle with?

Open to senior and lead product design roles in the Gulf and Egypt or remote, plus selected consulting. Fastest way in is email.