Designing for millions, without losing sight of the individual.

M42 Health / Malaffi operates Abu Dhabi's national-scale digital healthcare ecosystem, including platforms such as Malaffi and Sahatna, focused on transforming healthcare experiences through scalable, AI-driven, and user-centered digital products.

• Lead end-to-end product design across 13 Sahatna modules, spanning discovery, UX research, UI design, prototyping, testing, and delivery for Abu Dhabi's national-scale digital healthcare ecosystem in the UAE.
• Design scalable workflows and service experiences across patient-facing, provider, operations, and regulatory systems, balancing usability, compliance, and operational efficiency.
• Work closely with the TAMM design team to integrate Sahatna modules into the TAMM DLS ecosystem, ensuring seamless user experiences, design consistency, accessibility compliance, and alignment with enterprise-scale healthcare platform standards.
• Lead a team of 5 designers and collaborate closely with product managers, business analysts, engineers, government stakeholders, and cross-functional teams to define product strategy, optimize user journeys, and deliver impactful digital healthcare solutions.
• Contribute to AI-powered healthcare experiences by collaborating with WHOOP & Ultrahuman, including intelligent search, adaptive workflows, and personalized patient interactions.
• Lead AI transformation across the design process, integrating AI-powered workflows and DesignOps to accelerate research, ideation, prototyping, and delivery.
• Conduct usability testing, heuristic evaluations, and workflow validation sessions to improve task completion, trust, clarity, and user satisfaction across critical healthcare journeys.
• Design bilingual (Arabic/English) experiences, ensuring culturally relevant and inclusive healthcare interactions for diverse audiences across the UAE.

Integrated third-party applications into Sohar International Bank's mobile app, ensuring compliance, consistency, and scalability through the bank's design system.

• Led the UX design and integration of multiple third-party applications into Sohar International Bank's app, ensuring seamless alignment with the bank's design system, compliance standards, and brand identity.
• Enhanced design consistency by 40% across native and integrated experiences by adapting and extending the existing design system to support new external features.
• Improved cross-team collaboration between vendors, developers, and internal stakeholders through component-based assets and streamlined design-to-development handoffs, reducing delivery time by 35%.
• Conducted end-to-end usability testing, heuristic evaluations, and flow validation to refine the integrated experiences, leading to higher task completion rates and smoother multi-app user journeys.
• Collaborated with product managers and compliance teams to ensure every user flow met accessibility, security, and UX best-practice standards across all customer touchpoints.

Guide Agency is a localization studio specializing in localization-driven product design, creating culturally relevant digital experiences that boost engagement and retention across the GCC region.

• Led a cross-functional team across UI/UX, research, and dev to deliver localization-driven digital products that accelerated client expansion and user adoption across the GCC region.
• Defined end-to-end product strategy and UX vision for localization-centered experiences, ensuring each product achieved cultural resonance, higher retention, and measurable business impact.
• Redesigned TJT Magazine with a video-first UX strategy tailored for Gen Z audiences, transforming it into the #1 Arabic platform for luxury jewelry & watches in the GCC, driving a 3.2× increase in session duration and generating AED 950K ad revenue within six months.
• Spearheaded the UI/UX design and product development of World Fair US, enhancing ticketing flows and building a customized event management dashboard that improved conversion and event engagement metrics.
• Partnered with clients and stakeholders to translate business goals into user-centered design strategies, aligning market insights, cultural data, and usability principles to deliver localized growth outcomes.

Eduba is a leading Iraq-based EdTech startup that achieved 48% adoption, Ministry accreditation, and 700% growth during COVID-19 before being acquired by Iraq's top telecom firm.

• End-to-end UI/UX of the Mishwarik School Bus Tracking Service, overcoming infrastructure limitations by optimizing for low-bandwidth environments and simplifying onboarding, boosting adoption from 5% → 48%.
• Conducted user research, interviews, and workshops to understand regional user pain points, bridging cultural sensitivities in UX copy, iconography, and visual hierarchy to ensure inclusivity and trust.
• Delivered three iterative design cycles incorporating real user feedback and stakeholder insights, improving usability scores and learner satisfaction across platforms.
• Applied A/B testing and Maze-based usability testing, producing actionable insights that guided data-driven design iterations and improved task completion rates.

Future LabY is a startup that provides E-learning and Ed-tech solutions.

• End-to-end UI/UX design for the Operative Dentistry Lab App, integrating Augmented Reality features to boost engagement and learning outcomes.
• Designed and launched the company website from scratch, conducting user research and mapping customer journeys to guide design decisions.
• Impact & Outcome: Approved by 12 universities, adopted across 3 MENA countries, reduced practicing material costs by 32%, and contributed to a 16% increase in student grades.