Enriching the spiritual journey on #Nusuk — crafting timeless moments that stay with every pilgrim.

• Built and led the Digital Experience  for Nusuk App and Platforms, aligning design, CX, and innovation with business goals.
• Directed end-to-end digital platform transformation, including full redesigns of web and mobile experiences, unifying design language, and enhancing usability and accessibility.
• Collaborated closely with stakeholders across Technology, Marketing, and Customer Operations to ensure alignment on priorities, roadmaps, and performance goals.

• Founded a multidisciplinary creative studio delivering web, digital marketing, and media production services.
• Produced exclusive training and educational content in partnership with platforms like Ideal Designer.

• Built and led a 12-person team, launching three product lines and quadrupling company profits.
• Led the development of Delight WP, a WordPress-based framework that enabled the later creation of Community Legend - a plugin and theme set adopted by 2,500+ customers, including websites and content platforms.

• Designed digital experiences for leading platforms, including Filgoal, Fanta, Almasry Alyoum, and Contact Cars.
• Created the interactive platform for the Fanta Gaming Championship, the first of its kind, launched in Egypt.

• Led the design of next-generation product interfaces in collaboration with Elm and other governmental entities.
• Redesigned the Absher Self-Service Machines to enhance usability and accessibility.
• Launched Zaheeb, the most popular real estate platform in Saudi Arabia.
• Developed the first Saudi-local digital screens and network management platform, enabling organizations such as the Grand Mosque of Mecca and several universities to design and manage their digital signage without code.
• Launched Hudoor, the first Saudi HR platform supporting digital transformation in workforce management.

• Oversaw the launch of a fully remote edtech studio and built a design and development team across five locations, increasing product valuation by 5x.
• Launched Basamat Mbt3th, a platform recognized with the King Khalid Foundation Award for social impact.

• Delivered award-winning products, such as Wateen (King Khalid Foundation Award), Shawarmer, Sadad Pay, and Zad by 91st, while building a UX methodology and managing cross-functional design and development teams.

• Directed full-cycle design and product engagements, from discovery and ideation to strategy, delivery, and post-launch optimization.
• Led proposal development and scoping sessions to align client needs with innovative service offerings.
• Built and managed cross-functional teams, defined project goals, and oversaw planning, onboarding, and execution.
• Conducted primary research, usability testing, heuristic evaluations, and strategy workshops — often in lean or resource-limited settings.
• Reviewed and validated UX deliverables including research reports, wireframes, mockups, and conceptual models.
• Spearheaded the company’s transition to remote operations during COVID-19, doubling the design team from 16 to 32.
• Helped expand HUED’s service offerings and client base, contributing to a measurable increase in reach and user impact.
• Drove innovation in internal tools, processes, and design methodologies to support scalability and creative excellence.

• Established the Ministry of Education’s first in-house experience design team and innovation lab from scratch.
• Assessed current-state UX across platforms and developed a scalable strategy to drive digital transformation for national education stakeholders.
• Established Basar, the second official governmental design language, for MoE and TETCO in-house teams.
• Led the team in delivering key initiatives, including Safeer, School Transportation, the Student Smart Bracelet, the KSA Scholarship Platform, MoE CRM, and the Support Portal.
• Contributed in developing and implementing the national 2030 Experience Strategy and roadmap aligned with Vision 2030.
• Spearheaded the launch of the MoE Unified Portal / Alpha, delivering an integrated platform for multiple user groups.
• Directed design and delivery of national edtech products used across educational sectors.
• Conducted UX research and usability testing to inform product decision-making and prioritize enhancements.
• Recruited and structured a high-performing UX team, defining roles, responsibilities, and operational workflows.

• Explored strategic consulting with one of the Big Four to expand exposure to cross-sector transformation work.
• Provided design leadership across digital experience initiatives as part of the Digital Services team.
• Helped scale the team locally and established the foundational structure for the local design chapter.

• Built and led the Digital Experience Excellence (DXE), aligning design, CX, and innovation with business goals.
• Developed and let centralized and remote teams across KSA and Egypt, scaling to 15+ cross-functional members across UX/UI design, research, digital CX, measuring, and product, exceeding KPIs for three consecutive years.
• Directed end-to-end digital platform transformation, including full redesigns of web and mobile experiences, unifying design language, and enhancing usability and accessibility.
• Achieved 20x growth in key experience metrics, including CSAT, mobile app downloads, and digital sales, contributing to SAR 1+ billion in digital revenue and over 45% market share in KSA.
• Revamped user journeys and built insights-driven journey maps and service blueprints to optimize engagement.
• Built strong internal trust and visibility with C-level leadership, consistently earning consistent top-tier performance ratings (4/5 and 5/5) for delivering high-impact concepts and go-lives.
• Collaborated closely with stakeholders across Technology, Marketing, and Customer Operations to ensure alignment on priorities, roadmaps, and performance goals.
• Positioned DXE as a strategic partner across the organization, influencing investment in human-centered design and Agile delivery methods that facilitated the delivery of 250 digital projects.
• Secured 15+ global and regional awards for experience innovation and performance, including GBO, Gartner, Asian Experience Award, and The Digital Banker.
• Earned Webby Honoree recognition for Best User Experience in Productivity, Financial Services & Banking for the Tawuniya Super App—one of the industry’s most prestigious accolades in digital innovation and UX.

• Lead the strategic vision and full operations of Deurs’ Design & Intelligent Experience (IX) Studio, overseeing experience strategy, business development, and R&D.
• Design new service offerings and business models that extend beyond traditional design delivery, leveraging data-driven insights, AI, and behavioral economics to embed innovation into client operations.
• Deliver personalized, human-centered experiences that foster lasting connections between people and brands.
• Oversee a multidisciplinary team blending creative, strategic, and technical talent to drive transformation across public and private ecosystems.