Product Design Leader focused on complex systems, scalable teams, and business impact.

Experience

• May 2025 – Present

  Procore Technologies•Product Design LeadCurrent Role

  Leading UX across multiple tools within Project Management & Collaboration at Procore, a global leader in construction management software. Managing and mentoring 5 Product Designers. Designing enterprise workflows for communication, collaboration, and record-keeping used by global construction teams. Driving design system adoption and reusable product patterns. Partnering with product, engineering, and leadership on UX strategy. Previously Staff Product Designer at Procore.

• Oct 2023 – May 2025

  1 yr 8 mos

  almentor•Product Design Lead

  Led UX for one of MENA's leading digital learning platforms, serving millions of Arabic-speaking learners. Worked across learner journeys, engagement flows, and scalable learning experiences — from onboarding and content discovery to course completion and subscription retention.

• Jan 2017 – Aug 2023

  6 yrs 8 mos

  WUZZUF & Forasna•Head of Product DesignBuilt WDS Design System

  Led product design across Egypt's leading recruitment ecosystem in multiple roles: Head of Product Design, Product Design Manager, Design Team Manager, and UI Design Team Lead. Managed a team of 12 Product Designers and UX Researchers. Drove product experience across hiring journeys, employer tools, and candidate discovery. Built and scaled WDS, the WUZZUF Design System, improving consistency across product and marketing. Worked across user research, product discovery, and platform UX.

• Nov 2020 – Mar 2023

  2 yrs 5 mos

  Central Bank of Egypt & National Council for Women•UX ConsultantNational Digital Transformation

  UX Consultant on Tahwisha, a national financial inclusion initiative designed to support approximately 1.2M–1.3M rural women across Egypt. Designed digital savings, lending, onboarding, and financial management experiences. This was national-scale digital transformation work at the intersection of FinTech and social impact.

• Jul 2021 – Jan 2023

  1 yr 7 mos

  eFinance Investment Group•UX Consultant

  Consulted on UX strategy for digital financial services, improving accessibility and usability across government-led FinTech solutions at enterprise scale.

• Sep 2019 – Dec 2023

  4 yrs 4 mos

  eVision•UX Consultant

  UX Consultant for complex banking and financial transaction systems. Worked on Orchstro and the Binancial Suite — covering AML monitoring, clearing disputes, reconciliation, auditing, and compliance-related workflows. Translated highly regulated, data-dense processes into usable enterprise interfaces.

• Aug 2018 – Sep 2019

  1 yr 2 mos

  Envato•Design Consultant

  UX and design enhancements for the world's leading creative marketplace, improving usability and engagement across digital asset tools and discovery flows.

• Jul 2014 – May 2016

  1 yr 11 mos

  Turn Digital•Lead UI/UX DesignerFirst Design Team Lead

  Led the design team delivering digital experiences across web and mobile platforms, ensuring brand and UX consistency across client products.

• Sep 2013 – Mar 2015

  1 yr 7 mos

  MSN Arabia (Microsoft)•Senior UI/UX Designer

  Led the redesign of MSN Arabia, Microsoft's regional online news portal. Focused on content discoverability, navigation architecture, and user engagement across web and Windows platforms.

• Feb 2011 – Apr 2013

  2 yrs 3 mos

  Archimedia•Multimedia DesignerFirst Role

  Designed interactive UI experiences for smart home automation and multimedia systems.

How I Work

My approach is straightforward: understand the problem properly before designing the solution. This is what that looks like in practice.

1. 01

   Align on business context

   Before any design work starts, I invest time understanding business goals, stakeholder constraints, and what success actually looks like for the organisation.
2. 02

   Define the real problem

   I work with product and research to identify genuine user friction — grounded in data, behaviour, and direct research — not assumptions or internal opinions.
3. 03

   Set product direction

   I collaborate with product and engineering leadership to scope the right solution and establish a clear design direction before moving into detailed design.
4. 04

   Design scalable systems

   I design with consistency, reuse, and long-term scalability in mind. Good systems thinking at the design level reduces product debt downstream.
5. 05

   Support delivery and measure outcomes

   Design doesn't end at handoff. I stay close to engineering through build, and close the loop by measuring what changes after launch.

Writing

Occasionally I write about design leadership, product thinking, and building things that work.

• What design leadership actually looks like inside a product team

  Coming soon

  A practical look at how design leaders operate beyond the craft.

• Designing for enterprise: why complexity is a feature, not a problem

  Coming soon

  Why the best enterprise UX work starts with embracing — not simplifying away — the complexity users actually live with.

Contact

Open to senior product design leadership roles in enterprise and B2B product organisations.

Currently leading product design at Procore. Available for Product Design Lead, Principal Designer, Design Manager, Head of Product Design, and Design Director conversations — particularly in Enterprise SaaS, FinTech, or complex workflow products. EMEA and global roles welcome.