Conducting Usability Testing

The 7 Habits of Highly Effective People®: Signature Edition

Sociology

Sr. UI Designer

Art Director

• Designed and delivered digital products across web, mobile, marketing platforms, and chatbots.
• Built third-party products and integrations for Twitter and Facebook.
• Designed RTA’s first digital services, contributing to large-scale public-sector digital transformation.

Product Designer

Lead UI Designer

Visual Director

• Led the offline-to-digital transformation of Shukran, one of the region’s largest loyalty programs.
• Partnered with Marketing and Business teams to align customer journeys with engagement and retention goals.
• Owned journey mapping, research, usability testing, and design sprints.
• Delivered major initiatives including Max Fashion (iOS & Android) and HomeCentre (Web).

• Led pre-launch research, market analysis, and UX benchmarking across multiple languages, supporting GTM strategy, product positioning, and business planning.
• Acted as a strategic partner to the CPO, translating customer insight and market signals into experience principles and prioritization decisions.
• Led the transition from an outsourced design model to a fully in-house team, improving scalability and cost efficiency.
• Built and led the in-house design team, establishing ways of working and delivery standards.
• Established a continuous research and insight function to support ongoing experience improvement.

User Experience Design Lead

• Led design execution across multiple product squads supporting Growth, AdTech, NCR, and Partner initiatives.
• Planned and conducted research and usability testing in collaboration with Research and CX teams.
• Facilitated stakeholder workshops to define scope and align priorities.
• Worked closely with leadership on long-term product and experience strategy.
• Contributed to scalable design systems and team onboarding.

Senior Product Designer

UI Designer

UX Designer

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