I run research programmes that ship product decisions.

Fifteen years of UX research, product design, and product strategy across entertainment, AI, fintech, telecom, and government. I've led research and design functions at Yango Group, ADSS, DEWA, and Mashreq, building the systems that turn behavioural insight into shipped product.

I treat research as a way to change what gets built, not a stack of reports. The value of a study is the decision it moves, and most organisations lose that the moment the deck lands. I build the research and product operations that keep the two connected.

I came to digital product through architecture, a degree in architectural design that still shapes how I think about structure, flow, and how people move through a system. Bilingual in Arabic and English; psychology at Brunel University London; PMP and IBM AI Product Manager certified.