A sports-focused mobile app for finding and booking coaches in Lebanon.
Product strategyOwn the product vision and built the roadmap for the app's next stages.
UX revampLed a full UX revamp of the app.
AI-first workflowIntroduced a workflow that blends AI tools with the design thinking process, from research and ideation to building the product.
AI featuresBuild AI features into the product.
Team & processManage the product team and set up the working process for product design and development.
02May 2024 – May 2026 · Beirut, Lebanon
UX Design Associate Manager
Strategy& — PwC's global strategy consulting team
Leadership & strategyLed strategy and execution for digital products and client deliverables, aligning creative direction with business goals and brand identity.
Team developmentSupervised and mentored designers and workflow coordinators, giving feedback and building the team's UX/UI capabilities.
Project managementRan full project lifecycles, from planning and briefing to resourcing and delivery, and kept stakeholders aligned on timelines, budgets and goals.
Delivery & qualityWorked with developers, internal teams and vendors to turn concepts into working products, and signed off UX/UI work for usability, accessibility and brand consistency before launch.
03Feb 2022 – Apr 2024 · Riyadh, Saudi Arabia
UX Specialist & System Designer
Eurisko Mobility, for McKinsey & Company and Alinma Bank
FintechDesigned three fintech products in an Agile team.
Design systemOwned the design system across products, creating components and keeping the design team consistent.
User researchRan interviews, surveys and usability tests to understand user behaviour and needs.
Product partnershipWrote user stories with the Product Owner and helped prioritise the backlog.
Design–dev handoffWorked closely with developers through implementation to keep design fidelity.
04Feb 2021 – Jan 2022 · Riyadh, Saudi Arabia
Senior UX Designer
Trusted Network EST
CollaborationSet up a structured collaboration process between design, clients and development.
UX designProduced wireframes, UI mockups and high‑fidelity prototypes.
FeasibilityWorked with developers to keep designs buildable and faithful in implementation.
BrandingCreated several visual identities with a consistent presence across platforms.
05Jun 2018 – Oct 2020 · Beirut, Lebanon
Product Designer
Triend (startup, ESA Business School)
User researchResearched modern travellers' needs to shape the app.
User flows & prototypingMapped user journeys and built wireframes and high‑fidelity prototypes.
Usability testingLed testing sessions and used the feedback to refine the interface.
BrandingDesigned Triend's brand identity.
Presented Triend at Web Summit, Lisbon (Nov 2018).
062015 – 2018
Earlier
Interior architecture, graphic design and 3D visualisation at T.A.R Architects, Modern Star Lebanon and Voxel Studios.