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Summary

Innovative user experience designer with over eighteen years of experience spearheading projects that leave a lasting impact on digital products. Portfolio of over thirty projects demonstrating versatility in a wide range of industries and digital platforms.

Work experience

Director Of User Experience

01/2022Present
Arab African International Bank
  • Participated in the digital transformation of the bank ecosystem, including 3 mega projects, which are tokenization, eKYC, and digital onboarding.
  • Spearheaded the core activities of the digital rebranding, including a complete system for design that improved the design efficiency by 50%.
  • Crafted a cohesive design strategy for the digital branding, resulting in a unified visual language that increased brand recognition by 25%.
  • Managed and expanded a team of 12 designers, fostering a culture of ownership, continuous development, and team collaboration.

User Experience Consultant

02/202012/2021
Orange Innovation Egypt
  • Spearheaded the localization of the design language into Arabic, which served more than 50 designers from more than 8 different Arab countries.
  • Helped over 20 designers to implement the best practices and approaches in user experience.

Head of UX

06/201901/2020
Arabian Systems
  • Delivered compelling design solutions for the drivers app, driving a 35% conversion rate increase through automating the drive assignation.
  • Initiated a data-driven design approach, leveraging user analytics to inform design decisions, which improved the conversion funnel by 20%.

User Experience Consultant

09/2018Present
Toptal
  • Guided over 20 startups in defining the value proposition and delivering their MVPs to market, including market research, user-centric experience, usability testing, and visual interface design.

Product Experience Manager

06/201805/2019
Fly365
  • Revamped the experience of the search funnel, which improved sales by about 40%.
  • Launched 3 new stores in 4 months, which increased the sales by about 70%.
  • Improved the user traceability by implementing funnels & events on Google Analytics.
  • Oversaw the entire product life cycle, starting with strategic planning.

User Experience Lead

11/201304/2018
Shift E-Business
  • Led a cross-functional design squad to deliver 18 experimental online projects in the FinTech, E-Learning, and E-Commerce sectors.
  • Executed a revamp of an e-learning platform called "CreativeU", boosting user interaction by 55% and contributing significantly to daily active user growth.
  • Participated in the transformation from Waterfall to Agile within a scope of 6 months.

Senior UX Designer

11/201107/2013
Bright Creations
  • Delivered a wide variety of online projects involving UX & UI design for startups and large corporations such as Google, Porsche, Inzaj, and Nice within a scope of 2 years.

Visual Designer

03/200910/2011
Brainstorm Investment
  • Redesigned the interface of the agency website, which received the "El Rameh" award in 2009 as "Best Website Design".

Flash Designer

09/200602/2009
Radius Agency
  • Managed the integration project between a Flash frontend and PHP backend, which allowed the company to increase the sales by 70% in 2008.

Education

Bachelor's degree

20012006
Faculty of Commerce, Cairo University

Key Achievements

  • Participated in the digital transformation of one of the largest banks in Egypt.
  • Spearheaded the digital rebranding, including a complete design system.
  • Crafted a cohesive design strategy for the digital branding, resulting in a unified visual language that increased brand recognition.
  • Led many teams with different sizes, whether design or product, in a wide range of business domains.
  • Participated in many international design consultancies as one of the Toptal network.
  • Enhanced the current experience and launched 3 new stores, which doubled the sales in 8 months.
  • Revamped a product from the ground up and managed a team of 9 people building this over the course of 1 year.

Competency

  • Management and leadership
  • Strategic planning
  • Qualitative and quantitative research
  • Ideation and solution development
  • Product architecture
  • Prototyping and wireframes
  • Interaction design
  • User-centric design
  • Presentation skills
  • Lean and Agile mentality

Softwares

Figma, Sketch, Adobe XD, Adobe Photoshop, Adobe Illustrator, Adobe Animate, Miro, Draw.io, Zeplin.

Coding

HTML, CSS, Javascript, Actionscript.

Languages

Arabic

Native level

English

Professional level

German

Elementary level

Portfolio