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.
Work Experience
Jan 2022 → Present
Experience Manager | PwC
Riyadh, Saudi Arabia
Jan 2021 → Dec 2021
Manager, Research & UX | HUED
Riyadh, Saudi Arabia
Jul 2019 → Dec 2020
Sr. Consultant, UX | HUED
Riyadh, Saudi Arabia
Jul 2014 → Jun 2019
Sr. UX & Front-End Developer | Umm Al-Qura University
Makkah, Saudi Arabia
Nov 2009 → Jun 2014
UI Developer & UX Designer | GULFSIP Telecommunication
Alexandria, Egypt
Jan 2011 → Present
Founder | Personal Agency
Education
Postgraduate Diploma, Innovation & Design Thinking
2019 – 2020
Bachelor of Science, Chemistry & Physics
2003 – 2009
Professional Certifications
Diploma, Principles of Generative AI
2024
Kubicle
Certificate ID: 77085
Certificate
Certificate, Market and Social Research
2023
Market Research Society (MRS)
Certificate ID: 4977
Certificate
Certificate, UX Research Specialty
2021
Nielsen Norman Group (nn/G)
Certificate ID: 1039736
Certificate
Human-Computer Interaction for User Experience
2020
Massachusetts Institute of Technology (MIT)
Certificate ID: 1039736
Certificate
Nanodegree, Front End Developer
2015
Udacity
Certificate
Recorded & Live Courses
Publications.
I work at the edges of design — and I teach what I learn there. I’ve created and led courses and talks reaching around 3,000 participants, much of it aimed at people new to the field.
How to become User Experience Designer?
UX Writing Course
User Experience for Startups
Design Thinking Phases
Volunteering efforts
Community & Volunteering.
Contributing to the community fills me with joy and motivates me to deepen my knowledge so I can share even more.
Design & Career Mentor
2021 – Present
As a mentor on ADPList, I advise designers on careers, interviewing, and portfolio reviews. I’ve run sessions with mentees across 12 countries. Check Mentees Reviews
Saudi Local Event Organizer
Dec 2020 – Mar 2021
For World IA Day 2021, themed “Curiosity,” I led the organizing effort — event materials, registration and survey response, and a team of volunteers and co-organizers. I curated the agenda, selected speakers, and shaped the program around the theme.
Career Counseling Specialist
2019 – 2020
Udacity selected me for their Career Counseling Program to connect designers with seasoned professionals in the Saudi market. I mentored five apprentices at different career stages, covering company navigation, networking, job searching, and interview prep — both technical and behavioral.
Exc. Director, Media & Design
2012 – 2014
I served as Media Coordinator and Graphic Designer for education and literacy-awareness initiatives, and contributed to anti-drug awareness campaigns as Media Coordinator, Graphic Designer, and Executive Director. I also led the social media team, managing the NGO’s official pages.