18 years shaping products used by tens of millions of people.
Selected workKraken · 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.
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.
Conversations with product leaders building things that matter. No theory — real decisions, real tradeoffs, real results.