Selected work
042023
Qatar University
Case study in progress — content on its wayStrategy · Direction · Leadership
How I work
01
The groundwork
Research that earns the right to design.
Benchmarking the best national and international players, reading real behaviour through Google Analytics and Hotjar, sitting down with users, and mapping personas until the audience stops being an abstraction.
02
The direction
Strategy that survives the client room.
UX strategy, wireframes and concept pitches built to align high-stakes stakeholders — and to win genuine enthusiasm, not just sign-off.
03
The leadership
Teams that ship.
Running design operations for a studio of 25+ designers and leading a team of UX specialists — carrying products from first sketch to go-live.