Work Experience

Aug ’17 – Present. Director of Customer Experience (consultant)

  • Leading an MVP launch for an energy client. Managing a team of UX and UI designers on an agile build programme to launch a responsive web app.

Feb ’17 – Present. Director of Customer Experience (consultant)

  • Six-week contract to lead a B2B MVP for a major client in the Data Analytics space. Leading a team of UX/UI designers, I delivered a platform design and clickable prototype working closely with Product teams and stakeholders on shaping and defining the product implementing Double Diamond methodology. 

Jul ’15 – Oct '16. Head of Experience Design (consultant)

  • Setting up and heading the Customer Experience Design team of Interaction, Visual and Service Designers, Researchers, Prototypers and Content Strategists in developing and shaping the organisation's digital and omni-channel offering.
  • Leading the teams that delivered the customer experience and design of Wire, Money App, Supercard and the continuous improvements of Travelex ecomm channels.

May ’15 – Jun '15. Experience Lead (consultant)

  • Website optimisation, video content – TIGI, Unilever (Short project)

March ’15 – May '15. Head of Experience (consultant)

  • Led the UX team into delivering multiple ecommerce projects for fashion and retail clients.
  • Launched Sun & Sand Sport web app. 

Nov ’14 –March ’15. Principal Interaction Designer (consultant)

  • Plan and track the interaction design work in Sports
  • Work with my team of interaction designers, and the Sports Visual Design team across products
  • Work with User Research to plan and test designs and concepts
  • Partner with Product Managers & Owners and manage stakeholders
  • Work with my team to produce thorough specifications for Developers insuring timely production
  • Line management and team development planning

Sep ’14 –Nov ’14. Experience Lead (consultant)

  • Led a Jonnie Walker / LinkedIn joint digital campaign

May ’14 – Aug ‘14. Experience Lead (consultant) 

  • As a lead on the Ubuntu phone platform, I worked on partner scope design and conceptualisation, dash settings and indicators, and phone payments system
  • My work involved heavy collaboration with the phone’s engineering, design and product teams

Dec ’13 – May’14. Experience Lead (consultant)

  • Led the online servicing for PayPal Credit EMEA
  • Leading the UX design & ideation in an agile environment with engineering / product
  • EMEA Stakeholder management through requirements gathering, scheduled reviews, presentations and analysis to match business, legal and user requirements
  • Crafting user testing scenarios and research support, and providing on the fly as well as post testing design solutions and leading UX workshops

Jan ’13 – Dec’13. Experience Lead (consultant)! @ Wednesday

Projects I led

  • Led Chanel beauty and fragrance global ecommerce platform; A complete transformation from their existing platform into a highly optimised shopping experience
  • Led Oriflame global ecommerce responsive platform. Complete redesign from scratch, creating a highly experiential, flexible navigation with multi selection filtering structure, incorporating editorial content in the shopping experience
  • UX lead on Tommy Hilfiger global e-commerce platform, discovery phase

Sep ’12 – Jan ’13. Experience Lead (consultant)

  • Lead the UX and design of Orbis Access new responsive website
    • Stakeholder management! whilst working closely with visual design, content and engineering

Jan ’12 – Sep ‘12. Experience Lead (consultant)

  • Worked across websites, mobile apps and social media for P&G, Samsung, BBC, Best Buy
  • Designed the Maxfactor online beauty consultation and virtual product trial, in addition to a number of Facebook apps, mobile apps in an agile environment

Oct ’11 – Jan ’12. Experience Lead (consultant)

  • Led the UX and UI design of all Auto Trader mobile products (mobile web, Android and IOS apps), working with the in-house development team

Sep ’11 – Oct ’11. Creative Director (consultant)

  • Creative directed pitches for Harper Collins and Microsoft

Jun ’11 – July ’11. Mobile Designer (consultant)

  • Worked on the design of a context awareness mobile product

Feb ’11 – Sep ’11. Art Director (consultant)

  • Art directed a number of Sky TV adverts


  • Oct ’10 – Feb’11 UI Designer (consultant)
  • Oct ’09 – Oct ’10 Creative Director! - Media Reach Advertising
  • Oct ’10 – Feb’11 UI Designer (consultant)
  • Oct ’09 – Oct ’10 Creative Director @ Media Reach Advertising
  • Dec ’06 – Sep ’09 UI Designer (consultant)
  • May ’05 – Dec ’06 Associate Creative Director @ Fortune Promoseven
  • Jan ’04 – May ’05 Creative Director @ Kroma Advertising
  • Sep ’02 – Dec ’03 Art Director @ Horizon FCB
  • Aug ’99 - Sep ’02: UI Designer (consultant)
  • Jun ’98 – Aug ’99 Web Designer @ Maktoob Inc. (currently Yahoo Maktoob)

Software & Methods

Adobe Creative Suite
Final Cut Pro


Card Sorting
Focus Groups  
Basic Prototyping

Education & Languages  

MA Creative Economy, Kingston University, London. UK (2009)
BA Applied Arts in Interior Design, Yarmouk University, Jordan (1997)


Fluent in English & Arabic