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

Cross-Sector Exp.

  • Payments
  • Telecom
  • F&B
  • eCom
  • Education

20+ years · 90+ countries · Global B2B & B2C Experience

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.

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

Redesigned online banking UX. Conducted user research & addressed gap analysis. Designed ADIB financial community. Implemented design system. Led cross-functional collaboration.

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.

Academics & Certifications

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.

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

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