Curious about the problem.Particular about the details.

SENIOR PRODUCT DESIGNER · DUBAI

For 9+ years, I’ve worked across digital marketplaces, consulting, media and enterprise products, designing experiences that make complex things easier to understand and use.

Most recently, I’ve worked with

Property Finder

and

BCG.

These days, I’m focused on B2B SaaS, growth and monetisation, and maintaining my analog hobbies that fuel my AI curiosity.

2025 — 26

Selected work

B2B Self-serve · Pricing UX

80%

of agencies who open their plans now choose one, up from 46%

78%

of those who choose a plan go on to sign, up from 20%

9 → 3

values on the recommended plan

Property Finder · 2026

Self-serve renewals: from a flexible-plan bet to a plan agencies trust

Agencies lost their consultants mid-conflict. We expected them to want flexible, customisable plans; once the market stabilised, they wanted to renew quickly and with confidence. I redesigned plan selection, the offer and the Contract Engine behind it.

Senior Product Designer, design leadLiveRead the case study

Enterprise · AI

+40%

engagement with the feedback tool

−30%

time spent preparing for reviews

10 → 3

days for legal to approve the AI

BCG · 2025

Rebuilding how feedback lives within the workflow

Feedback for 12,000+ BCG consultants lived in email, spreadsheets and Workday. I designed one quick-note flow with AI-drafted summaries and consent built in, so feedback now arrives within 24 hours instead of weeks.

Product Designer, sole designerRead the case study

Also: JLL (enterprise platform), Creador Foundation and Zoom TV (Times Network, digital media). Happy to walk through any of them.

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Four habits

How I work

Research & insight

Find the real problem.

I start with people and data, looking for the pattern behind the complaint. A sharp insight is worth more than a fast screen.

Product strategy

Connect it to the business.

I frame problems as opportunities, build the case for investing in them, and keep stakeholders aligned on the outcome we’re after.

Growth design

Design for the number.

Acquisition, activation, monetisation. I design the moments that move a metric, then check whether they did.

Systems thinking

Build it to scale.

Components, flows and service blueprints that hold up across teams, markets and the next ten features.