curriculum vitae


Product strategy

Service design

Goal-centered design

Hypothesis & test-driven design

Roadmapping and prioritisation

Stakeholder engagement & management

Leadership & project management

SCRUM team leadership

Hiring teams

Fostering and mentoring

Clear communicator, storytelling

Facilitating workshops

Adobe creative suite, Sketch, Invision

Information architecture

Plan & execute customer research



Nov 2017 - present
Product Management Lead
dopay International Holdings Ltd. (Fintech startup)

  • Managed scrum team, led collaborative roadmapping, focused team on delivery and KPIs.

  • Delivered mobile app for corporate customers on Android and iOS.

  • Spearheaded product research and discovery, documentation and definition work, including product and design outputs.

  • Designed and implemented team process and key hires needed.

  • Built growth-hacking strategy working with key stakeholders: designed new sales strategy, delivered a series of data-driven strategic marketing and brand awareness initiatives.

  • Assembled and led x-disciplinary team to develop new onboarding process and launch an entirely new business model.

  • Coordinated and drove third-party involvement in design and implementation of new SalesForce org and accompanying operational processes and service design blueprints. Facilitated workshops and led operational training in our Cairo office.

Sep 2017 - Nov 2017
Product Design Lead
dopay International Holdings Ltd.

  • First hire on a new product team, built first two product squads.

  • Developed, documented and evangelised lean, agile product process, working with the wider business together with VP of Design / Head of Product.

Oct 2016 - Feb 2017
Product DesigN Lead
Lantum (Healthcare staffing startup)

  • Kicked-off “product squad” methodology across the product team, acted as a lead on a product squad, and mentored product and design teammates in collaborative, agile way of working.

  • Spearheaded targeted customer and product research, taught new, repeatable research methods to teammates.

  • Proposed, facilitated and delivered cross-company growth initiatives.

  • Built bridges between senior team, sales/marketing team, and product team utilizing methods that were new to the business.

Apr 2016 - Jul 2016
Lead Product Designer
Deliveroo (Contract)

  • Championed UX and design thinking on a growing product team.

  • Mentored design team, fostered cross-team collaboration.

  • Defined problems together with product management.

  • Shaped lean research and testing methods.

  • Designed solutions and rapid-tested new restaurant application design, together with x-functional team.

Aug 2014 - Mar 2016
Lead UX Designer
EF Education First

  • Gathered requirements, proposed and executed on research plans, designed and paired with developers to build a web app version of our iPad application in four months.

  • Led UX strategy in a corporate startup team dedicated to developing digital applications for teaching English.

  • Shaped product strategy and implemented a more agile product development process from research through delivery and testing.

Nov 2012 - Aug 2014
Senior and Lead UX Designer
Albion co. (Albion London)

  • Straddled research, product strategy, visual and interaction design.

  • Established solid UX and service design practices on a growing UX team.

  • Led team and built Addison Lee’s booking flow on-site, including corresponding android and iOS booking flows.

  • Led client projects producing customer research, marketing, brand, UX and UI outputs for clients including Wonga, Zoopla and Compare the Market, and spearheaded design for a responsive site for online pharmacy startup, Chemist Direct.

Jun 2012 - Sep 2012
Design consultant
Global UX Team General Electric Global UX Center of Excellence, San Ramon, California

  • Crafted research-driven concept designs for the future of medical imaging UI.

  • Synthesized research from observation and contextual inquiry with surgeons, radiologists and oncologists.

  • Turned insights into strategic solutions—all the way through to polished UI designs.

Mar 2011 - Jun 2012
UX Designer
General Electric Healthcare, Salt Lake City, Utah

  • Collaborated with clinical analysts, clinicians and entire product team to research and iterate designs for clinical applications

  • Researched and designed with particular emphasis on tech and physical workflows HCI in a hospital environment.

  • Produced interaction and visual design deliverables, and ran usability studies with clinicians to iterate on my designs.

Jun 2010 - Mar 2011
Design and Marketing Lead
KT Tape (sports medicine startup)

  • Shaped an expanding brand as the sole in-house creative.

  • Identified a need to focus on customer support and education because the business was operating in a new product category.

  • Delivered all copywriting and design for brand and marketing deliverables across packaging, instruction content, exhibition and signage, web and mobile web content and design.

  • Hired and art directed creative teams on a budget for photography and illustration work as needed.