top of page




Manager, User Experience & Service Design


  • Planning a coherent UX strategy that meets measurable business goals, & partnering with key stakeholders to demonstrate how design-thinking leverages of the organisation's digital ecosystem.

  • Co-producing key UX artifacts such as customer journey maps, service blueprints, information architecture, prototypes, design systems, personas and usability reports.

  • Overseeing and coaching a team of user researchers, UX designers and developers, and establishing delivery priorities, products roadmaps and performance metrics to maintain consistency across products and services.

  • Working across business lines, with an end-to-end view, and employing agile and user-centric methods, to provide a seamless experience across all customer touch points.

  • Communicating design decisions to executive stakeholders and synthesising the feedback.

  • Collating and analysing qualitative and quantitative data and insights from a variety of sources to assess pain points and opportunities.

  • Advocating and demonstrating a design thinking process, and facilitating innovation workshops with cross-functional stakeholders.

OCT 2021 - APR 2022

Senior Digital User Experience Designer

Red Sea Global - of Public Investment Fund (PIF)

  • Taking a lead role in supporting the planning and execution of digital platforms initiatives and services, ensuring alignment to business timelines and requirements to maximise the reach of target audience and conversion.

  • Leading the optimisation of all digital platforms touch points, including websites, intranets and apps of all TRSDC’s subsidiaries and projects (such as AMAALA), to ensure the best user experience.

  • Working with key internal stakeholders to understand and implement their digital platform requirements & with external agencies to identify & address any bugs, issues or new requirements.

  • Conducting user research and delivering journey maps, wireframes and prototypes.

2010 - Present

UI/UX Designer


  • UX Designer proficient in user research, information architecture, wireframing and front-end web development (HTML, CSS, JS, .NET).

  • Graphic Designer proficient in corporate identity, web development, advertising, exhibitions and displays.

JUN - OCT 2021

Senior UI/UX Designer

Saudi Federation for Cyber Security and Programming (SAFCSP)

  • Participated in redesigning SAFCSP platforms for the "" event.

  • Creating and assessing design solutions based on user research input, user goals, and business requirements for "Satr eLearning Platform" (formerly known as "Tuwiq Academy") for both web and mobile.

  • Working closely with engineers/developers and QA testers ensuring that the product is developed according to experience and design specifications.

2014 - 2021

Faculty Lecturer

University of Jeddah

Department of Software Engineering. College of Computer Science and Engineering.


  • Human Computer Interaction.

  • User Experience Design.

  • Database Management Systems.

  • Web Development. 

  • Software Project Management.

2020 - 2021

UX Design Lead & Project Manager

University of Jeddah

Project: Post COVID19 - Upgrading Web Portal Services and Data Management System of e-Learning & Distance Education Center at University of Jeddah.

  •  Lead the team in expanding mastery of the business goals of each design request and pushing back on stakeholders with innovative UX/UI proposals.

  • Empower and mentor designers in the team, fostering a collaborative, productive, and positive environment within a growing team.

  • Lead design strategy activities to understand user needs & business opportunities, uncover business/user needs.

  • Iterate daily by communicating daily with senior stakeholders on new product ideas

JUN - DEC 2019

Instructional Associate: User Experience Design Course

Misk Foundation & General Assembly

  • Working closely with one or more lead Instructors to guide students in user experience design.

  • Supporting students and ensuring a smooth learning process in/out class.

  • Facilitating a safe, supportive, and energetic community that accommodates the various needs and learning styles of students.

2011 - 2012

Software Developer

The National Commercial Bank

  • Managing mortgages LOS (Loans Origination System) projects; in aim to improve and maintain the efficiency of calculating and generating related documents and contracts.

  • Administrator of IBM Rational Team Concert for Release Management and Version Control of Core Banking systems projects.

  • Maintaining security, backup, and redundancy strategies.

  • Providing first and second level support for core banking systems.


Master of Science

Computer Information Systems

Kingston University, London, UK.​


Bachelor of Science

Computer Information Systems

King Abdulaziz University, Jeddah, KSA.


Accredited Service Design Practitioner


Service Design Network

Screenshot 2023-04-30 at 19.13.41.png

User Experience Design

Professional Certificate


Screen Shot 2021-07-15 at 22.17.02.png

User Experience Design

Intensive Course

General Assembly


Tools I Use

Screen Shot 2021-06-07 at 00_16_19_edited.png
Screen Shot 2021-06-07 at 00_16_19_edited.png
Screen Shot 2021-06-07 at 00_16_19_edited.png

How I work


Business Strategy
   Stakeholder Interviews
   Business Goals
   Success Metrics
Competitor Analysis
   Market Research
   Heuristic Analysis
   Task Analysis
   Feature Analysis
User Research
   Contextual Inquiry
   User Goals


User Personas
   Problem Statement
   Goals & Needs
Use Cases
   User Scenarios
Content Strategy
   Feature Prioritization
   Affinity Diagrams


User Flows
   Task Flows

   Paper Sketches
   Design Studios

   Lo-to-Hi Fidelity
   Annotated Wireframes

   Paper Prototype
   Lo-to-Hi-fi Mockups


Usability Testing
   Testing Insights
   Expert Review
   User Feedback
A/B Testing


Refine Design


Technical Skills

Python, Java, C++, C#

Project Management (DSDM Agile, Prince2)

DBM (MySQL,Sybase, Oracle)

Web Development (HTML,CSS,PHP, JavaScript)

Graphic Design (Adobe Apps)

User Experience Design (Prototypes, wireframes, personas, user journey, testing, visuals)

Data Analysis (Data Visualization, Critical Thinking, Machine Learning)


Arabic (native)

English (proficient)



Screen Shot 2021-07-15 at 22.17.02.png

User Experience (UX) Design Professional Certificate

by Google

Screen Shot 2021-07-15 at 22.32.33.png

Artificial Intelligence (Intermediary) - 19 Certificates

by Ministry of Communications and Information Technology of Saudi Arabia

Screen Shot 2021-07-15 at 22.32.33.png

Artificial Intelligence (Foundation) - 12 Certificates

by Ministry of Communications and Information Technology of Saudi Arabia


Screen Shot 2021-07-15 at 22.23.43.png

Enterprise Design Thinking Practitioner

by IBM

Screen Shot 2021-07-15 at 22.24.48.png

User Research: Methods and Best Practices

by Interaction Design Foundation


Screen Shot 2021-07-15 at 22.34.55.png

Design Research

by KKUx


Screen Shot 2021-07-15 at 22.30.44.png

(AgilePM®) Agile Project Management DSDM Atern Foundation 

by Agile Business Consortium


Screen Shot 2021-07-15 at 22.29.17.png

Project Management Fundamentals 

by Project Management Institute

bottom of page