Clarifying problems to enable better product decisions
Aligning stakeholders to build shared understanding
Designing scalable solutions within real-world constraints
Iterating continuously based on outcomes and learning
Procore Technologies, 2023 - Present
Led scalable product and design system initiatives within a globally distributed organization, supporting 20+ designers and 40+ engineers across multiple product teams and markets.
Revamped the design system documentation platform, improving structure, usability, and governance, which increased internal adoption by 35% and reduced onboarding time for new team members by 30%.
Established and standardized reusable design patterns and contribution workflows, driving consistent implementation across 6+ products and reducing design and development inconsistencies by 25%.
Walaplus, 2023 - 2024
Led the design and launch of a lightweight Stories feature within a super app, contributing to a 22% increase in user engagement and a 15% uplift in 30-day retention.
Partnered cross-functionally with product, engineering, and stakeholders to define scalable interaction patterns, micro-interactions, and engagement frameworks, accelerating feature delivery by ~20%.
Improved information architecture and system integration across the platform, ensuring a more cohesive user experience and reducing navigation friction, reflected in a 18% improvement in feature discoverability.
Kenzz, 2021 - 2023
Led end-to-end product design as the sole designer, taking the product from discovery through launch, including research, UX strategy, UI execution, and delivery in collaboration with engineering.
Conducted user interviews, usability testing, and iterative validation cycles that informed product direction, resulting in a 40% improvement in task success rate across core user flows.
Designed and implemented gamification mechanics (rewards, progress loops, and engagement triggers), increasing weekly active usage by 28% and improving user retention by 20% post-launch.
Tkyr, 2021
Designed and optimized core flows for the food delivery app, improving usability and reducing friction for users.
Defined scalable interaction patterns and UI components to maintain consistency across the platform.
Conducted research and usability testing with local users to tailor the experience to Saudi market preferences.
Banque Misr, 2020 - 2021
Contributed to the evolution of the bank’s design system, improving UI consistency across 5+ digital products and supporting a unified user experience across web and mobile platforms.
Structured and documented reusable components and usage guidelines, enabling more scalable product development and reducing design duplication by 25%.
Advocated for system-driven design adoption across cross-functional teams, improving alignment between design and engineering and reducing one-off solutions by 30%, leading to faster delivery cycles.
Wuzzuf - Forasna, 2018 - 2020
Supported the design of live features, gaining hands-on experience in UI/UX and understanding real user impact.
Conducted user interviews and usability testing to validate flows and improve clarity in key journeys.
Collaborated closely with product and engineering to translate business needs into practical, user-friendly solutions.


