scope & challenges
I lead a product and brand design group working across MENA and other markets, focused on internal platforms and marketing solutions. The challenge is not one interface but a portfolio of systems used by different regions, roles and teams.
Legacy flows must evolve without disrupting established behaviour; regional work must reflect local language, culture and regulation rather than translate a global template. Internal processes often begin in chats, spreadsheets and manual production, with fragmented ownership, permissions and standards.
My role is to decide where a product is needed, frame how it should work and keep brand, product and delivery coherent without assuming that one solution fits every geography.
approach & impact
I combine research, behavioural data and usability testing with AI-assisted working prototypes, design systems and clear delivery standards. I set priorities, review quality and align work with product, engineering, security and senior stakeholders.
I apply this approach across six initiatives: Vision 2030 for MENA culturalization and legacy modernization, a personalized Year in Review, a hypothesis-testing platform, employee access management, a multilingual learning system and an automated sports creative studio.
The result is a repeatable way to design at scale: regional teams work from shared principles, hypotheses reach testable prototypes earlier, and recurring workflows move from scattered requests and manual assembly into structured products with visible ownership. Teams spend less time coordinating routine work and more time on experimentation and decisions that need human judgement.
