18 years shaping products used by tens of millions of people.
Selected workDesigned for
Kraken · Neo-Banking · Redesign · 2025
Information architecture overhaul and end-to-end redesign of a global neobank.
Careem (Uber) · Super App · Subscriptions · 2024
Data-led subscription system that turned a declining metric into a sustained growth engine.
Metro Bank · UK Retail Banking · AI · 2018
AI-powered financial insights that shifted customer behaviour at scale.
AI Track Record
I started building websites at 15. Got a BSc in Product Design from Brunel, then an MBA with a focus on Digital Banking from Cranfield. Somewhere in between, I stopped being a designer who understood business and became a business leader who happens to think in systems, interfaces, and user behaviour.
I've written production code. I've run design teams of 25+. I've presented to exec boards and I've pushed pixels at 2am. Front-end engineer, IC designer, team lead, design director, co-founder. It's the reason I can walk into any room, at any altitude, and add value immediately.
AI is embedded across my entire workflow. The taste is mine. The throughput is multiplied.
Conversations with product leaders building things that matter. No theory — real decisions, real tradeoffs, real results.
I work with founders, CPOs, and product teams that are serious about design as a business lever, not just a polish layer. Based in Dubai, available globally.