EXPERIENCE

Leading experience strategy and AI initiatives focused on activation and retention. Designed self-onboarding hub achieving 27% self-service completion and SAR 1.12M/year projected savings. Rescued failing SAR 700K design system, rebuilding 32 components in 2 months (vs. 9 months for 1 component), saving SAR 500K. Restructured design ops post-layoffs, enabling 3 designers to support 10 squads. Leading AI strategy, reframing from automation to AI-assisted reasoning.

Partnered with Saudi Digital Government Authority on the National Design System. Defined strategic pillars: robust design language, adoption strategy for 600+ agencies, and sustainable contribution model. Led teams in design and development, adopted by 12+ agencies. Contributed to Saudi Arabia jumping 25 places in UN E-Government Index 2024, ranking 4th globally, 1st regionally, 2nd among G20.

Led design for Payroll, Scheduler & Attendance—now key competitive advantages. Owned Jisr's first design system (UI library, tokens, documentation). Redesigned information architecture and navigation for improved usability. Collaborated on centralizing voice-of-customer efforts and elevating research maturity. Built high-performing design team from 1 to 10 members.

Led end-to-end experience design for Feet's, a B2B SaaS product, across web, iOS, and Android. Delivered competitive features validated through user testing that contributed to product-market fit. Created interactive prototypes and UI libraries that improved design-development collaboration.