Designing better experiences for people and businesses.
I help teams of every size, from start-ups and growing businesses to banks and government entities, understand people’s needs, find opportunities for improvement, and design useful, meaningful experiences across services, digital products, and AI-enabled solutions.
10+ years leading research, CX strategy and design for FAB, ADCB, Halkbank, PIF, DCT Abu Dhabi, Diriyah Gate and Al-Futtaim.
Selected work
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Most service problems are not screen problems.
They sit between departments, channels, approval chains and legacy systems. Four beliefs shape how I work.
Services
Three ways I can help.
From a focused discovery to designs ready for build, as an independent consultant or an embedded design lead.
Service Design & Research
Research, journey maps and blueprints that show how the service works today and where it should go.
Related workDCT Abu Dhabi · Diriyah Gate
Learn more →AI-Enabled Experiences
Where AI fits into a service, what it automates, where people stay in control, and how it earns trust.
Related workFAB Business AI agents · FAB API Portal
Learn more →Product & Experience Design
Information architecture, prototypes and design systems, ready for delivery teams.
Related workFAB corporate banking · Turkcell
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