- 012025
Partner integration — points exchangeEmCan × Emirates Skywards
A bidirectional points-to-miles exchange, built around identity rules EmCan didn't get to choose.
- 022024
Partner integration — identity linkingEmCan × Blue Rewards
EmCan's first partner-loyalty integration — linking two identity systems under a hard phone-number constraint.
- 032023
Fitness — freelanceFEVAFIT
Rebuilt FevaFit's ordering flow to turn one-time buyers into repeat customers, while the business pivoted its whole monetization model underneath it.
- 042022
Creator platformVeeHive.ai
End-to-end redesign of a creator community platform, research through PWA launch.
- Partner integration — points exchange
EmCan × Emirates Skywards
A bidirectional points-to-miles exchange, built around identity rules EmCan didn't get to choose.
- Partner integration — identity linking
EmCan × Blue Rewards
EmCan's first partner-loyalty integration — linking two identity systems under a hard phone-number constraint.
- Fitness — freelance
FEVAFIT
Rebuilt FevaFit's ordering flow to turn one-time buyers into repeat customers, while the business pivoted its whole monetization model underneath it.
- Creator platform
VeeHive.ai
End-to-end redesign of a creator community platform, research through PWA launch.
Approach
Systems first, then screens.
I came to product design from mechatronics engineering, and it shows in how I work: define the problem, find the structure underneath it, then design the surface. Tokens, naming and governance before component count. Research before opinion. Prototypes in code when a static frame can’t answer the question.
Product design
Research
Systems
Tools & technical
Résumé
- March 2026 — Present
Founder and Product Designer — AI Product Development
Independent — Dubai, UAE
Designing and shipping AI-powered products end to end — MENTOR, a Figma plugin that scans files for token drift and proposes AI-assisted naming with human approval always required, and Mentor IDE, a VS Code-integrated learning platform taking beginners from first HTML tag to deployed app.
- Dec 2023 — Present
Lead Product Designer
SiaXperience — Emarat EmCan Loyalty Super-App — Dubai, UAE
Led product design for EmCan, the customer platform of a government-owned national energy provider serving 100,000+ active users across iOS, Android and web — architected the design system, shipped partner integrations with Blue Rewards, Emirates Skywards and EtihadWE, and ran design grooming as Scrum Master.
- Sep 2023 — Nov 2023
Lead UI/UX Designer (Freelance)
FEVAFIT — Dubai, Remote
Redesigned the monetisation model from static package pricing to dynamic in-app purchasing, and reduced checkout drop-off through research-led simplification of the ordering flow.
- Jan 2022 — May 2023
Senior Product Designer
VeeHive.ai — Creator Community Platform — Dubai, UAE
Led end-to-end redesign of a creator community platform from research through PWA launch — built the design system from scratch, cutting design-to-delivery time by 30%, and delivered a 40% increase in qualified leads.
- Jan 2021 — Dec 2021
Product Designer
Launchpad Ventures — Dubai, UAE
Designed digital product experiences across fintech and e-commerce ventures, covering research, wireframing and high-fidelity UI.
- Jan 2016 — Dec 2021
Product and Design Lead
Earlier roles — Launchpad Ventures, Decolight Trading — Dubai, UAE
Led product and lighting design across commercial and residential projects, managing requirements from client brief to final specification — the foundation in systems thinking and stakeholder management that underpins current product design practice.