I Make complex experiences feel simple.

At D360 Bank, the challenge was to bring personal financing into a digital banking experience. I designed & led the hands-on design of the financing journey, shaping how customers move through the process and later how they manage their lending within the app. The experience became part of a digital lending offering associated with SAR 100M+ in personal finance, while subsequent UX optimization helped increase loan conversion by 32%.

At Webook, bringing live football into a dedicated digital streaming experience was an emerging challenge in Saudi Arabia. I contributed hands-on to designing the application, helping turn an emerging concept into a digital product for football fans. The result was one of Saudi Arabia’s early football-streaming applications.

Alongside this, I designed digital experiences across government, entertainment, and ticketing, including projects for the Ministry of Health and Ministry of Sport, building the versatility to solve different product challenges across industries.