Reimagining the remittance experience
A transfer-first mobile experience shaped through research, usability evaluation, journey optimization, and design leadership to make international remittance faster and easier to navigate.
Beyond screens.
Beyond interfaces.
Meaningful
human experiences.
I turn complex digital services into clear journeys, scalable systems, and stronger customer outcomes.
Manifesto
Great experiences are not made at the interface alone. They take shape where customer reality, business ambition, and delivery decisions meet.
Featured work
01 / Selected
Wayfinding for complex physical spaces
Screen flows, wireframes, prototypes, and interface design for an indoor positioning product supporting personalized routes and location-aware services.
Connected experiences across mobile and web
Four years contributing to mobile applications, web platforms, product scenarios, and brand materials for scalable communication services.
One digital gateway for the sports sector
Led UX/UI delivery for Ministry of Sport digital initiatives, including Riyadi, with public and internal platforms aligned to DGA standards and accessibility guidance.
Planning a transformation or growing a design practice?
I partner with leaders on experience direction, journey evidence, scalable systems, and the teams needed to deliver them.
About
Design with human stakes.
My career has moved between hands-on design, research, consulting, and team leadership. That range helps me see both the customer moment and the system behind it.
My leadership style is collaborative and direct: create shared principles, give teams room to grow, and build practical standards that hold up under delivery pressure.
20+Years in experience design
UX + CXProducts, services, and journeys
3Markets led across the region
Online CV
Experience built across the full journey.
Leadership, consulting, product design, and hands-on delivery across banking, fintech, government, enterprise, and location-based services.
UX Manager / EJADA
Leading UX/CX strategy, governance, design systems, accessibility, and multidisciplinary teams across Jordan, Saudi Arabia, and Egypt.
UX Consultant / RealSoft
User research, usability studies, and experience recommendations for mobile applications and web platforms.
UX Lead / Access To Arabia
Led UX/UI teams and delivered user-centered banking applications aligned with customer and business needs.
Senior UX/UI Designer / Unifonic
Built early cross-platform practice across iOS, Android, BB10, and communication products.
CXAD, DistinctionProfessional Diploma in Customer Experience
SaudiCXACustomer Experience Awards jury member
ADPList + IxDFMentor and local design community leader
BSc Graphic DesignPhiladelphia University
What I actually do
The experience lens.
01
Experience strategy
Turn competing priorities into a shared experience direction that product, business, and delivery teams can act on.
The problem it solves
Teams pull in different directions because no one has agreed what the experience should be.
02
Research and journey insight
Find where journeys break, why customers hesitate, and which moments deserve the team's attention and investment.
The problem it solves
You can see the numbers dropping but not the reason behind them.
03
Product and service design
Turn fragmented requirements into usable flows and coherent touchpoints across the service.
The problem it solves
Requirements arrive in pieces and the service ends up feeling like separate products.
04
Design leadership
Raise quality across teams through mentoring, standards, governance, and practical design systems people can use.
The problem it solves
Quality swings from team to team and there is no shared standard to hold it steady.
Where I add value
For work that crosses teams, channels, and operating models.
VPs and Heads of DigitalCX and Product leadersConsulting partnersHiring and design leaders
What people remember
Trusted when stakes are high.
“She thinks about things that the rest of us overlook.”
“She is one of the most dedicated professionals I’ve worked with.”
“She stimulates creative discussion while finding a pragmatic balance between perfection and productivity.”
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