Designing with people, purpose and perspective.

Experience

1. Current

   Tribal Experience

   2025 – Present

   CX & Service Designer · Dubai, UAE

   UAE Capital Market Authority (CMA) | Service Designer

   UAE government entity

   • Contributing to a government service transformation programme spanning approximately 120 services, working collaboratively across selected service areas.
   • Conducting and synthesising insights from 12 customer interviews per research cycle, translating findings into design opportunities.
   • Developing current-state and future-state customer journeys and service blueprints, with at least 5 journeys per cohort.
   • Collaborating on ideation, stakeholder reviews and final presentations, with multiple deliverables receiving stakeholder sign-off.

   Knowledge and Human Development Authority (KHDA) | CX Designer

   Government of Dubai

   • Worked on the re-engineering of 80+ Training Institute services, covering permit issuance, renewals, amendments, cancellations and other regulatory processes.
   • Analysed and mapped service journeys and processes across complex ecosystems involving multiple government entities, stakeholders, users and integrations.
   • Designed service journeys across Training Institute services and supported service design activities for ECC, Schools, Higher Education and Vocational Training institutes.
   • Worked on the Learner Passport initiative, a new KHDA initiative, as well as learner dispute and student-related services.
   • Conducted international benchmarking and stakeholder engagements with government entities and comparable organisations in leading countries to inform future-state service recommendations.

2. Majid Al Futtaim · Mall of the Emirates

   2023

   Luxury Shopper Experience · Service Design

   • Conducted customer interviews to understand luxury shopping behaviours, service awareness and customer experience challenges.
   • Identified awareness gaps across luxury services, including the Cle D'or Lounge, hands-free shopping and personal shopper services.
   • Analysed research findings and mapped customer journeys to identify opportunities to improve the luxury shopping experience.
   • Developed an appointment-based experience concept featuring advance bookings, virtual queues, real-time notifications and appointment feedback.
   • Explored integration of the proposed experience with the mall's digital platform and retail service operations.

3. Freelance · UAE & International

   2020 – Present

   Visual Designer & Digital Creative · Dubai, UAE

   • Delivered multidisciplinary design and creative communication projects across retail, fashion, food & beverage and lifestyle sectors.
   • Developed brand identities, marketing campaigns, digital content and visual storytelling across digital and print channels.
   • Managed projects from concept to final delivery, collaborating directly with clients and external partners.

4. Telal Gent's Fashion · Arab Luxury Fashion

   2021 – 2023

   Brand Designer · Sharjah, UAE

   • Developed brand communication strategies and creative campaigns for a luxury Arabic menswear brand.
   • Designed digital and print content to strengthen brand visibility and customer engagement.
   • Supported consistent brand experiences across retail, in-store and digital touchpoints.

Expertise

Education and learning

• Education

  American University of Sharjah
  B.Sc in Design Management
  Minor in Marketing

• Certifications

  Exercising Leadership: Foundational Principles
  Harvard Business School Online

  Sustainable Destination Management
  UN Tourism Academy, 2024