A little bit about me


Currently available for consulting freelance work, product discovery workshops, mentoring and training in London and San Francisco.

The services I offer:

  • Customer centric and digital transformation strategy/leadership

  • Set up, lead and mentor CX and Service Design teams

  • Set up best practice and CX processes within the business

  • Lead omni channel conceptualising and execution across channels

  • Lead in-house training

  • Hands-on CX work when needed

When consulting in agencies and client side roles, my involvement is a mix of design, strategy and team management. It depends on the size of the project and team. I’ve led projects from discovery to delivery and helped set up design teams and processes of working, ensuring that experience principles are implemented and embedded into the DNA of the agency/organisation. I mentor designers and researchers throughout delivery, while still enjoying getting my hands dirty in solving design problems with my team.

With over 15 years experience in design and creative direction, I have had the opportunity to work with clients from strategy to delivery. I have led projects across platforms in industries such as fashion & retail, hi-tech, fintech, gaming and automotive.

I have led and structured design teams and worked closely with global directors to define strategy and design processes within organisations. 

I am always on the look for innovation opportunities that involve new tech and need a holistic knowledge of CX strategy, omni-channel and end-to-end journey thinking. Believing that for any new technology, the fundamentals of user-centred design apply, I am always keen to bring my breadth of knowledge and experience to less traditional briefs. I am a keen follower of latest tech in the fields of voice, wearables and context aware computing.


Work Experience

Beyond San Francisco

Jul ’18 – Present. Director of Experience Design (consultant)

  • Leading the Experience team and part of agency’s main pitch team for new and existing business. I lead customer experience projects and initiatives, a team of excellent product designers and establish the process to ensure design excellence for existing and new clients

Aug ’17 – Mar ‘18. 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 @ Mak toob 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