My professional journey
Senior Manager UX Design and Strategy
Carrefour, Majid Al Futtaim - Oct 2021 - Present
I drive our team’s OKRs to align goals, strategically collaborate for precise business needs, and execute a customer-centric UX strategy for Carrefour in MENA. Leading our dynamic UX team, I foster cross-functional collaboration, develop efficient DesignOps processes, and champion a design culture emphasizing trust and accountability. I conduct design thinking workshops to elevate user experiences and architect a comprehensive design system aligned with industry standards.
Lead User Experience practitioner
Roads and Transport Authority - Jul 2015 - Sep 2021
I led strategic UX initiatives, developing and executing the UX strategy for RTA apps and websites, aligning design with overarching business goals. I collaborated with senior management, offering insights on strategy and processes for organizational alignment. In the realm of Chatbot and Kiosk strategy, I crafted conversational artifacts to enhance user engagement. I created and documented comprehensive UX processes, methodologies, and guidelines, enforcing uniformity and consistency. I formalized all UX artifacts, collaborated across teams to ensure adherence to UX processes, and provided expert advice to enhance overall customer satisfaction.