About.

I’m a Senior Manager of Experience and Innovation at PwC Middle East, with 15+ years spent designing services, systems, and the organizational capabilities that let innovation happen. My work has moved from craft to systems — from designing individual experiences to building the structures through which government, telecommunications, financial services, and healthcare organizations operate and grow in complexity. I’m currently pursuing an MDes in Strategic Foresight and Innovation at OCAD University, where my research integrates systems thinking and design to transform public services and policy.

The work sits across three pillars: experience, the craft of designing services that work for humans; innovation, the capability and culture that let organizations generate and sustain new ideas; and systems, seeing organizations and services as interconnected wholes rather than isolated parts. In practice that has meant redesigning national-scale public services, establishing product and innovation functions inside large institutions, and leading design-led problem definition across dozens of sectors — recently, facilitating GovJams in Saudi Arabia and Qatar that brought together more than 100 participants to tackle public-sector challenges through service design.

Teaching sharpens all of it. I’ve mentored 600+ designers across 12 countries and reached around 3,000 learners through courses and talks, including the first Arabic-language UX writing course. Working through others’ frames — their assumptions, their blind spots — is what taught me to move between the specific detail and the system it sits within. That movement, grounded in Gulf market practice and stress-tested through academic research, is what I bring to every engagement.