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Work Experience

Director Of Experience Design

01/2022Present
Arab African International Bank
  • Led key initiatives within the bank’s digital transformation agenda, contributing to three large-scale enterprise programs including tokenization, eKYC, and digital onboarding, in close collaboration with product, engineering, compliance, and business stakeholders.
  • Spearheaded the experience and product design strategy for the bank’s digital rebranding, defining a scalable design system and experience framework that enabled consistency, faster delivery, and alignment across multiple digital products.
  • Established a unified digital experience vision, translating brand and business objectives into a cohesive, end-to-end customer experience across channels and platforms.
  • Built, scaled, and led a high-performing team of 12 designers, setting clear ownership models, mentoring leaders, and embedding a culture of accountability, continuous improvement, and cross-functional collaboration.

Senior UX Consultant

02/202012/2021
Orange Egypt
  • Led the localization of the company’s design language into Arabic, enabling consistent, culturally relevant digital experiences and supporting 50+ designers across 8+ Arab countries.

  • Established experience standards and best practices at a regional level, mentoring and enabling 20+ designers to adopt customer-centric design and product discovery approaches across diverse markets.

Head of User Experience

06/201901/2020
Emirates Auction
  • Owned the end-to-end customer experience across all digital channels, including mobile apps, web platforms, and operational workflows, ensuring consistent, measurable improvements across the entire user journey.
  • Implemented a data-driven CX strategy, leveraging analytics and user insights to optimize the conversion funnel and enhance key performance metrics by 20%, embedding insight-driven decision-making across teams.

Product Experience Manager

06/201805/2019
Fly365
  • Owned the end-to-end product experience across Fly365’s digital platforms, leading the redesign of the search funnel and driving a ~40% increase in sales through enhanced usability and conversion optimization.
  • Launched three new digital storefronts in four months, contributing to a ~70% sales increase, coordinating cross-functional teams across product, design, engineering, and operations.
  • Oversaw the full product lifecycle, from strategic planning to delivery, ensuring alignment with business objectives, customer needs, and operational requirements.

Product Lead

11/201304/2018
Shift E-Business
  • Directed a cross-functional squad delivering multiple MVPs, including SaaS initiatives across FinTech, E-Learning, and E-Commerce, translating customer insights into validated, scalable products.
  • Championed Agile transformation, shifting delivery from Waterfall to iterative practices within six months, improving speed-to-market and cross-functional collaboration.

Senior UI Designer

11/201107/2013
Bright Creations
  • Delivered diverse digital product experiences for startups and enterprise clients, including Google, Porsche, Inzaj, and Nice, contributing to products that scaled across multiple markets and platforms.
  • Supported end-to-end product initiatives, including concept validation, prototyping, and iterative delivery, laying the foundation for scalable SaaS and enterprise solutions.

Visual / UI Designer

09/200610/2011

Education

Bachelor's degree

20012006
Faculty of Commerce, Cairo University

Summary

Product leader with over 18+ years of experience driving customer-centric digital platforms across regulated, enterprise environments. Specialized in translating customer insight and business strategy into scalable products, leading cross-functional teams through discovery, prioritization, and delivery to achieve measurable outcomes.

Key Achievements

Directed AAIB’s digital transformation initiatives including tokenization, eKYC, and digital onboarding, delivering scalable enterprise-grade SaaS-like banking products.

Led portfolio-level product experience initiatives, including 18 experimental MVPs across FinTech, E-Learning, and E-Commerce, driving innovation and measurable adoption.

Revamped Fly365’s search funnel and launched three new digital storefronts, achieving ~40% conversion increase and ~70% sales growth.

Built and scaled high-performing cross-functional teams, fostering ownership, collaboration, and Agile product delivery across UX, product, and engineering functions.

Institutionalized customer-centric and data-driven product practices, including analytics, user research, and regional localization.

Defined scalable design systems and unified experience frameworks, enabling consistency, faster delivery, and alignment across enterprise digital platforms and SaaS products.

Competency

  • Product Strategy & Vision
  • Strategic Planning & Prioritization
  • Customer Discovery & Insights
  • Product Architecture & Platform Thinking
  • Product & Experience Leadership
  • Cross-Functional Collaboration
  • Executive Communication
  • Agile Product Delivery
  • Customer-Centric Product Design
  • Ideation & Solution Definition
  • Prototyping & Validation
  • Executive-Level Presentations & Storytelling
  • Facilitation & Decision Framing

Skills

Arabic

Native level

English

Professional level

German

Elementary level