Not a real photo — just an AI version of me, trained on real pics.
Projects I’ve Had the Chance to Shape
From design systems to product strategy, I’ve partnered with teams to turn ambiguity into clarity and ideas into outcomes. Glimpse of selected projects
Working on it
+15 years in the industry
Diverse experience from big corporates to young and well established startups between the Middle East and Europe region with a wide range of business domains from products that serve end customer B2C and some other serves business like B2B and everything in between.
2021 - Now
INGKA DIGITAL | IKEA
Global Experience Team Lead
2017 - 2021
Backbase
Design Manager
2016 - 2017
Eventtus (Acquired by Bevy.com)
Sr Product Designer
2014 - 2016
FP7 McCann Worldwide
UX Designer / Creative Technologist
2011 - 2014
A15
UX Designer
My Formula
Six beliefs that shape how I design, lead, and build teams.
Let’s grab a virtual coffee
I love meeting new people and hearing their stories. Feel free to book a time, no agenda needed, just real conversation.
Questions I get asked a lot
I’ve compiled the questions I hear most about my design approach, mentoring availability and opportunities for client or project collaborations. If you don’t see your question here, feel free to reach out, I’m always happy to connect.
Playlists I Craft & Listen To
Music plays a big part in how I reset, reflect, and reconnect, I design the covers as part of the experience. Hope you enjoy the sounds as much as I enjoy curating them.
