Products built. Bets placed.
Systems changed.
Four cases across consumer technology, fintech, government infrastructure, and banking.
These are not galleries of polished screens. Each case is built around the decision: what was uncertain, what the evidence revealed, what I changed, what shipped, and what I would do differently now.
- 01 2023 — present
Consumer products · Portfolio strategy · AI · Growth
Scaling Yango Play and deciding what deserved to survive.
Led product decisions across Yango Play, Yango Music, Yasmina, Yango Plus, and Yango Taxi in ten markets.
Greenlit Yango Music as a standalone product, redesigned discovery across the entertainment portfolio, revamped the AI-native My Vibe experience, and made the data- and user-driven case that led the CPO to sunset gaming after its economics failed to justify continued investment.
Selected proof- 1.3M subscribers
- ~600K weekly active users
- +50% music discovery
- −23% post-onboarding drop-off
- Up to $4M annual investment avoided
Inside the casePortfolio strategy · Product-market evidence · Monetization · AI recommendations · Navigation architecture · Product sunset
- 02 2022 — 2023
Fintech · Product transformation · Social trading · Operating economics
Fixing the operating model to find the social-trading product.
Led discovery and product definition for a social-trading proposition while restructuring how product research and design operated across four regulated trading platforms.
The work connected customer evidence, platform strategy, MVP definition, vendor management, and operating-model reform, reducing duplicated effort while improving the speed and quality of product decisions.
Selected proof- ~$5M saved annually
- ~35% faster time-to-market
- ~20% lower project costs
- 4 fintech products
- 30+ design sprints
Inside the caseZero-to-one discovery · Social trading · Product definition · Platform transformation · Regulated fintech · Operating-model redesign
- 03 2020 — 2021
Voice AI · Smart infrastructure · Government products · Emerging interaction
Designing voice AI and EV charging with no precedent to copy.
Led product discovery and experience design across three government innovation initiatives at DEWA: Arabic voice AI, public EV-charging infrastructure, and the evolution of Dubai’s Smart Living platform.
The work required designing across voice, visual interfaces, physical infrastructure, mobile services, operational dashboards, and right-to-left interaction, often without an established regional precedent.
Selected proof- GCC-first bilingual Alexa experience
- Arabic NLP + RTL visual interface
- 400 public EV chargers
- $2M+ combined initiatives
- Voice + mobile + physical infrastructure
Inside the caseVoice product design · Arabic NLP · APL and RTL · Hardware–software journeys · EV infrastructure · Government-scale delivery
- 04 2019 — 2020
Conversational AI · Digital banking · Transactional systems · Operations
Making conversational AI operational, not ornamental.
Designed Mashreq Neo Connect, the UAE’s first transactional digital-banking chatbot, across six banking domains.
Instead of treating the chatbot as a support feature, the product connected conversational intent, transactional middleware, and human-agent operations. Customers could complete banking actions inside the conversation, while complex cases moved into the direct-banking channel with their context intact.
Selected proof- UAE-first transactional banking chatbot
- 6 banking verticals
- 30% shorter call durations
- 100+ hours of customer research
- 20% base engagement at launch
Inside the caseConversational product strategy · Intent architecture · Transactional middleware · Human escalation · Banking operations · Multilingual behavior