Design that ships, growth that compounds.

I started as a product designer, moved into CX and design leadership, and was promoted into growth and marketing management, a rare hybrid where I design the experience and grow the numbers behind it. At FITT Meals that meant redesigning the customer experience, then running the growth strategy that followed from it.

I work from the data: continuous discovery, the Double Diamond, A/B tests and GA4, so each design decision ties to a number such as conversion, satisfaction or support tickets. AI is a core part of that workflow. I use AI-assisted prototyping and exploration, build AI agents that read and analyse GA4 data to guide experimentation, and create motion content for case studies with AI-assisted tools. I also design AI products: the AI tutor at Mualim, the AI module at Kahunas and AI meal recommendations at FITT Meals.

My work spans DTC (FITT Meals), B2B SaaS (Kahunas, Kaso, Jugnu), healthcare (PureHealth, PureCS) and ed-tech consulting (Mualim), for users across the UAE, KSA, USA and South Asia.

• Continuous Discovery
• Creating Personas
• Affinity Mapping
• Wireframing
• Prototyping
• User Testing
• Opportunity Solution Trees
• Double Diamond Framework
• CRM & Lifecycle Design
• Growth Strategy