HEAD OF PRODUCT DESIGN

Product and experience leader. 18 years bringing strategic clarity to founders and product teams before they jump into redesign, AI, onboarding, or scale.

MY CAREER
STORY

ABOUT ME

I started building web & mobile products at 18. I never really stopped.

The first products were SMS engines and WAP platforms for telecom operators. Working that close to the business taught me early that product decisions show up in revenue.

Since 2008, I’ve led product design at Plexable. I manage a 10-person team and still stay close to the work. Strategy matters, but I also want to know what is shipping and where the team is stuck.

01.

Built mobile products at 18

2002–2008 · I built SMS engines, mobile subscription products, and a CMS that generated WAP portals for telecom operators.

03.

Head of Product Design

2008–Present · I lead a 10-person product design team at Plexable. We’ve shipped 120+ products. The MVP I designed at POSRocket was acquired by Foodics KSA for $35M in 2022.

02.

Moved into telecom

2006–2008 · At Arpu+ / Orascom Telecom, I managed operator partnerships and the products behind them. Revenue across those services grew 23% YoY.

04.

Founding Design Lead

2024–2026 · I joined Vibes / Giant Protocol at idea stage and owned the product direction and roadmap. I also designed the iOS and Android apps, brand, and investor materials.

01.

Built mobile products at 18

2002–2008 · I built SMS engines, mobile subscription products, and a CMS that generated WAP portals for telecom operators.

03.

Head of Product Design

2008–Present · I lead a 10-person product design team at Plexable. We’ve shipped 120+ products. The MVP I designed at POSRocket was acquired by Foodics KSA for $35M in 2022.

02.

Moved into telecom

2006–2008 · At Arpu+ / Orascom Telecom, I managed operator partnerships and the products behind them. Revenue across those services grew 23% YoY.

04.

Founding Design Lead

2024–2026 · I joined Vibes / Giant Protocol at idea stage and owned the product direction and roadmap. I also designed the iOS and Android apps, brand, and investor materials.

01.

Built mobile products at 18

2002–2008 · I built SMS engines, mobile subscription products, and a CMS that generated WAP portals for telecom operators.

02.

Moved into telecom

2006–2008 · At Arpu+ / Orascom Telecom, I managed operator partnerships and the products behind them. Revenue across those services grew 23% YoY.

03.

Head of Product Design

2008–Present · I lead a 10-person product design team at Plexable. We’ve shipped 120+ products. The MVP I designed at POSRocket was acquired by Foodics KSA for $35M in 2022.

04.

Founding Design Lead

2024–2026 · I joined Vibes / Giant Protocol at idea stage and owned the product direction and roadmap. I also designed the iOS and Android apps, brand, and investor materials.

HOW I WORK

Values

Understand before designing

Understand before designing

I don’t begin with screens. I begin with the business goal, the people affected, and the problem worth solving.

Research must change something

Research must change something

Research should challenge assumptions, including my own. If it doesn’t affect a decision, it hasn’t done its job.

Judge the work after launch

Judge the work after launch

I stay close after launch. Adoption, task completion, support requests, and user behavior show whether the product is doing its job. If the evidence says otherwise, I change it.

Build teams that can decide

Build teams that can decide

I set a clear direction, invite challenge, and give people room to own the work. A strong team shouldn’t have to wait for one person to make every decision.

Context belongs in the product

Context belongs in the product

Language, culture, accessibility, and local behavior shape the experience from the start. Localization is a product decision, not a translation task.

Clarity earns trust

Clarity earns trust

People don’t trust a product by chance. It’s by design. I look for the moments where confusion makes people hesitate, then remove it.

HOW I LEAD

Set product direction

Set product direction

Align the team

Align the team

Raise the quality bar

Raise the quality bar

Grow people and delivery

Grow people and delivery

SELECTED OUTCOMES

01

POS Rocket

Led the design team behind POSRocket’s MVP, owning the app architecture, product management, and complete product design. It gained merchant adoption and revenue before Foodics acquired the company for more than $35M in 2022.

01

POS Rocket

Led the design team behind POSRocket’s MVP, owning the app architecture, product management, and complete product design. It gained merchant adoption and revenue before Foodics acquired the company for more than $35M in 2022.

02

Royal Hashemite Court

Designed AWN, an internal platform serving 30,000 Royal Hashemite Court employees. Testing with 20 employees reached 98% usability, and support tickets fell 84% after launch. I also redesigned the correspondence and mobile apps, improving productivity by 62% and increasing mobile adoption.

02

Royal Hashemite Court

Designed AWN, an internal platform serving 30,000 Royal Hashemite Court employees. Testing with 20 employees reached 98% usability, and support tickets fell 84% after launch. I also redesigned the correspondence and mobile apps, improving productivity by 62% and increasing mobile adoption.

03

Ford Sync 3

Led Arabic UX and localization for Ford SYNC 3 across Ford and Lincoln vehicles in MENA. I worked with real drivers to adapt the language, typography, and culturally sensitive iconography, then reworked mirrored controls to keep them within comfortable reach. The result made SYNC 3 more usable for millions of Arabic-speaking drivers.

03

Ford Sync 3

Led Arabic UX and localization for Ford SYNC 3 across Ford and Lincoln vehicles in MENA. I worked with real drivers to adapt the language, typography, and culturally sensitive iconography, then reworked mirrored controls to keep them within comfortable reach. The result made SYNC 3 more usable for millions of Arabic-speaking drivers.

04

GoPay

Redesigned GoPay’s web experience and introduced mobile apps for billers and customers, grounded in user research and product strategy. The new experience increased payment completion by 17% and reduced support requests by 47%.

04

GoPay

Redesigned GoPay’s web experience and introduced mobile apps for billers and customers, grounded in user research and product strategy. The new experience increased payment completion by 17% and reduced support requests by 47%.

01

Edraak

Led the Google-funded redesign of Edraak.org through Plexable, covering user research, information architecture, UX, and interface design. The result was a clearer, more usable platform that helped learners understand where to go and what to do.

01

Edraak

Led the Google-funded redesign of Edraak.org through Plexable, covering user research, information architecture, UX, and interface design. The result was a clearer, more usable platform that helped learners understand where to go and what to do.

06

Queen Rania

Led the redesign of QueenRania.jo through Plexable, shaping the site structure, information architecture, user experience, and interface. The work created a clearer, more coherent digital home for Her Majesty’s initiatives and public content.

06

Queen Rania

Led the redesign of QueenRania.jo through Plexable, shaping the site structure, information architecture, user experience, and interface. The work created a clearer, more coherent digital home for Her Majesty’s initiatives and public content.

07

STC

Led the design team through a year-long redesign of STC Bahrain’s online store. I worked with the CMO and senior leaders across sales, marketing, and product to turn commercial priorities into a clearer online buying experience.

07

STC

Led the design team through a year-long redesign of STC Bahrain’s online store. I worked with the CMO and senior leaders across sales, marketing, and product to turn commercial priorities into a clearer online buying experience.

08

Speedi

Built Speedi’s brand and product ecosystem from the ground up through Plexable, covering its consumer, driver, and picker apps, web platform, website, and launch materials. The ecosystem now supports more than 20,000 products, with over 500,000 consumer-app downloads on Android.

08

Speedi

Built Speedi’s brand and product ecosystem from the ground up through Plexable, covering its consumer, driver, and picker apps, web platform, website, and launch materials. The ecosystem now supports more than 20,000 products, with over 500,000 consumer-app downloads on Android.

09

eFawateercom

Led a ground-up redesign of eFawateercom’s mobile app through Plexable. I worked closely with stakeholders to rethink its structure, core bill-payment journeys, and interface for Jordan’s national electronic payment service.

09

eFawateercom

Led a ground-up redesign of eFawateercom’s mobile app through Plexable. I worked closely with stakeholders to rethink its structure, core bill-payment journeys, and interface for Jordan’s national electronic payment service.

TECHNICAL
TOOLKIT

TOOLS I USE

I stay close to the build.

I start by understanding the problem and who it affects. Research helps me separate assumptions from evidence and understand the business context. That gives me what I need to shape the product strategy and set a clear direction for the team. The tools come later.

PRODUCT DESIGN

Figma

PRODUCT DESIGN

Figma

DOCUMENTATION

Google Docs

DOCUMENTATION

Google Docs

KNOWLEDGE SYSTEM

Obsidian

KNOWLEDGE SYSTEM

Obsidian

BEHAVIOR ANALYTICS

Microsoft Clarity

BEHAVIOR ANALYTICS

Microsoft Clarity

PRODUCT DOCS

Notion

PRODUCT DOCS

Notion

AI WORKFLOWS

Claude Code

AI WORKFLOWS

Claude Code

TEAM OPS

Slack

TEAM OPS

Slack

USER INSIGHTS

Hotjar

USER INSIGHTS

Hotjar

WEBSITE BUILD

Tech Stack Icon

Framer

WEBSITE BUILD

Tech Stack Icon

Framer

VERSION CONTROL

GitHub

VERSION CONTROL

GitHub

PRODUCT OPS

Linear

PRODUCT OPS

Linear

USER TESTING

Maze

USER TESTING

Maze

PRODUCT DESIGN

Figma

PRODUCT DESIGN

Figma

PRODUCT DOCS

Notion

PRODUCT DOCS

Notion

WEBSITE BUILD

Tech Stack Icon

Framer

WEBSITE BUILD

Tech Stack Icon

Framer

DOCUMENTATION

Google Docs

DOCUMENTATION

Google Docs

AI WORKFLOWS

Claude Code

AI WORKFLOWS

Claude Code

VERSION CONTROL

GitHub

VERSION CONTROL

GitHub

KNOWLEDGE SYSTEM

Obsidian

KNOWLEDGE SYSTEM

Obsidian

TEAM OPS

Slack

TEAM OPS

Slack

PRODUCT OPS

Linear

PRODUCT OPS

Linear

BEHAVIOR ANALYTICS

Microsoft Clarity

BEHAVIOR ANALYTICS

Microsoft Clarity

USER INSIGHTS

Hotjar

USER INSIGHTS

Hotjar

USER TESTING

Maze

USER TESTING

Maze

01

Subconscious mind

I’m interested in how the subconscious shapes our triggers, beliefs, habits and decisions, and how those patterns become part of our character.

01

Subconscious mind

I’m interested in how the subconscious shapes our triggers, beliefs, habits and decisions, and how those patterns become part of our character.

02

Psychology

I’m interested in what drives people, and how emotions, personality and past experiences shape motivation, relationships and the way we respond to one another.

02

Psychology

I’m interested in what drives people, and how emotions, personality and past experiences shape motivation, relationships and the way we respond to one another.

03

Holistic medicine

I’m interested in treating the person as a whole by looking for root causes, focusing on prevention and exploring the connection between the mind and body.

03

Holistic medicine

I’m interested in treating the person as a whole by looking for root causes, focusing on prevention and exploring the connection between the mind and body.

WHAT'S NEXT STARTS WITH A CONVERSATION.

LET’S TALK

LET’S TALK

LET’S TALK