20+ years · 90+ countries · Global B2B & B2C
Europe · Middle East · Africa · Pakistan
Cross-Sector Exp.
- Payments
- Telecom
- F&B
- Retail
- Edu.
- Payments
- Telecom
- F&B
- Retail
- Edu.
Design that ships, scales, and sticks.
5% revenue uplift through postpaid UX at Ooredoo. 6,000 merchants onboarded and 5× transaction growth in 30 days at Paga. A redesigned guest experience that renewed Etihad’s 7-year Visa partnership — across 9M+ members worldwide.
100+
payment experiences innovated in the past 5 years
Core expertise
- Product Design Leadership (B2B & B2C Platforms)
- Design Org Strategy & Operating Models
- Product Strategy & Discovery
- Design Systems at Scale
- End-to-End Product Delivery
- Executive & C-Suite Stakeholder Management
- Payments, Fintech & Regulated Environments
- AI-Augmented Design & Discovery
3yrs
Studied Human Psychology
With a foundation built on empathy, integrity, and trust, I’ve thrived as a Design Leader for 20 years, serving clients across 90+ countries worldwide. Over the last five years, I’ve spearheaded 100+ payment innovation projects for top-tier B2B/B2C clients like Paga and Etihad Airways, spanning sectors from banking to tourism.
My customer-centric approach has driven successful initiatives like Sustainable Payment Solutions and Facial Biometric Payments, showcasing expertise in PaaS and SaaS solutions. I lead collaborative sessions such as Design Thinking Workshops, while managing teams, driving product innovation, and securing exclusive deals, resulting in significant market growth and enduring partnerships.
Renowned for creative problem-solving and strategic vision, I excel in navigating complex challenges and delivering user-centric solutions aligned with business objectives. My goals include furthering product innovation, mentoring teams, and championing scalable design practices.
Academic Achievements
I’ve always been deeply passionate about human psychology and initially pursued a degree in the field, studying it for three years. However, I eventually earned a Bachelor’s degree in commerce from the University of Karachi, with a major focus on Accounting, Economics, and Business Communications.
Certifications
Principles of Marketing
Design Management
• Design Thinking: Understanding the Process
• Leading a Customer-Centric Culture
• Collaborative Leadership
• Advanced Design Thinking
The Future of Planning: People-Based Marketing
• User Research Methods & Approaches
• Payments Everywhere Professional Certification
Design Thinking 101
Career Journey
Sep 2025 - Present
Head of User Experience (UX)
Doha, Qatar
Leading design vision and strategy for Ooredoo Qatar’s B2B and B2C omni-channel digital products.
Dec 2017 – July 2022
Engagement Manager - Design Strategist
Dubai, United Arab Emirates
Facilitated design thinking workshops. Led product innovation & design initiatives. Conducted user research. Developed design strategy. Mentored & coached. Advocated for design.
March 2017 - December 2017
Creative Director
Dubai, United Arab Emirates
Expanded design operations. Forged design partnerships & collaborations. Provided leadership & team management.
Aug 2016 - Nov 2016
Senior UX Designer
Dubai, United Arab Emirates
Jan 2011 - Aug 2016
Creative Head
Smashing Interactions
Dubai, United Arab Emirates
Provided strategic direction. Managed resources/teams effectively. Oversaw project management tasks. Managed client relationships. Oversaw budget management. Expanded portfolio offerings. Collaborated with offshore teams. Provided support for RFPs. Cultivated partnerships.
February 2010 - December 2010
Head of Digital
Bullseye FZ LLC
Dubai, United Arab Emirates
Led and managed teams. Oversaw pipeline growth. Managed client relationships. Acquired long-term accounts. Developed business. Recruited teams. Established offshore engineering partnerships
July 2008 - January 2010
Senior Art Director
Atom FZ LLC
Dubai, United Arab Emirates
Led creative conceptualization and UI/UX Design. Oversaw animation development. Trained an intern. Managed digital campaigns. Collaborated with clients and supported account executives.
October 2006 - July 2008
Art Director
Tattoo
Dubai, United Arab Emirates
Led project coordination and client communication. Up-skilled and managed team. Handled hands-on UI/UX, animation, and multimedia development
March 2006 - September 2006
User Experience Manager
Folio3
Karachi, Pakistan
Collaborated with stakeholders and clients. Created user-centric e-com experiences, Established UX guidelines & best practices. Managed and mentored a lean team.
November 2002 - February 2006
User Experience Designer
Verticity Inc.
Karachi, Pakistan
Managed offshore clients. Supported projects scoping. Handled PaaS and SaaS product design. Collaborated with engineering. Trained interns.
January 2001 - November 2002
Multimedia Designer
Enabling Technologies
Karachi, Pakistan
Expanded skills from animation & programming to product design. Led multimedia projects from inception to launch. Collaborated with client product managers.
User Journeys I’ve Led in Recent Years
- Digital Customer Onboarding
- Digital KYC
- Card Issuance
- Card Top-up
- Card Management
- eWallet
- Biometric (Pay with Face Scan)
- Tap to Pay
- P2P
- QR
- Link
- Nearby
- Personalized Offers
- Cashback
- Pay With Points
- Real-time Notifications
- Gamification
- Digital Inventory
- Digital POS
- Micro-lending
- Employee Card Issuance & Management
- Payroll
- Expense Reporting
- In-flight Experience
- Travel Booking
- Cross-border Offers
- Transport / Taxi Booking
- Travel Card Management
- Open-loop Ticketing
- Instant Installments
- POS Installments
- Credit Marketplace
- Budget Setting
- Financial Goals Setting & Tracking
- Expense Tracking
- Bills Payment
- Split Bill
- Insurance
- Financial Products
- Investments
- + Credentials
-
- Digital Customer Onboarding
- Digital KYC
- Card Issuance
- Card Top-up
- Card Management
- + Payments
-
- eWallet
- Biometric (Pay with Face Scan)
- Tap to Pay
- P2P
- QR
- Link
- Nearby
- + Loyalty
-
- Personalized Offers
- Cashback
- Pay With Points
- Real-time Notifications
- Gamification
- + Merchants
-
- Digital Inventory
- Digital POS
- Micro-lending
- + Corporate
-
- Employee Card Issuance & Management
- Payroll
- Expense Reporting
- + Travel
-
- In-flight Experience
- Travel Booking
- Cross-border Offers
- Transport / Taxi Booking
- Travel Card Management
- Open-loop Ticketing
- + BNPL
-
- Instant Installments
- POS Installments
- Credit Marketplace
- + PFM
-
- Budget Setting
- Financial Goals Setting & Tracking
- Expense Tracking
- Bills Payment
- Split Bill
- + VAS
-
- Insurance
- Financial Products
- Investments
Clients I’ve Worked With in Recent Years
- Abu Dhabi Commercial Bank
- Dubai Islamic Bank
- National Bank of Kuwait
- Boubyan Bank – Kuwait
- Etihad Airways – Abu Dhabi
- Emirates ENBD
- Etisalat
- Amazon
- Souq
- First National Bank – South Africa
- Majid Al Futaim
- Accor
- Vodacom
- Virgin Mobile
- Samsung
- Paga – South Africa
- Portmone
- Electrum – South Africa
- First Abu Dhabi Bank
- CIH Bank