My passion for design started at a young age with painting, but I soon realized design goes far beyond making things beautiful - it's about using aesthetics to create meaning and help people better relate to something, crafting memorable experiences.
Starting my career in advertising agencies, I moved to in-house roles to work closely with brands and help them grow. I then discovered UX design and how design thinking creates experiences keeping people at the heart of the process.
For the past 5 years, my focus has been on creating experiences for employees and customers across several clients and companies. Being able to combine my visual design skills with a broader strategic approach has led to exciting opportunities. I'm eager to take on new challenges and continue growing as a designer, always with an eye on making a positive difference through my work.
Strategically research and identify employee and leadership pain points through interviews and workshops
Collaborate with cross-functional teams to ideate potential AI solutions using journey maps and design thinking tools
Prioritize AI solutions based on value, effort, and potential impact
Establish tracking metrics to measure success and continuously iterate and improve
Co-facilitated workshops to identify and prioritize AI use cases aligned with business goals across e&’s 14 verticals and functions to create e&’s 2030 AI strategy and co-create 2-year AI roadmaps
AI roadmaps were aligned with CXOs and working teams to ensure we maximize customer experience, employee productivity, and revenue potential through strategic AI implementation
Implement change management roadmap for employee communication to promote innovation and new ways of working
Leading new initiatives such as AI Think Tank, AI Council, and AI-generated newsletters for AI awareness and adoption
Led design thinking sprints with my team to enhance HR processes such as recruitment and onboarding
Worked with various teams, HR leaders, and executives to build a culture of innovation and teamwork
Used tools such as journey maps and service blueprints to improve employee experiences
Drove ongoing improvements in employee-focused processes and system
Updated HR brand and communication strategy as Etisalat Group evolved from a telco to a technology group
Strengthened Employee Value Proposition (EVP) through targeted campaigns and engagement initiatives, resulting in e& winning ‘Great Place to Work®’ for the first time in the group’s history
Enhanced employer brand to position e& as a top choice for job seekers with ‘we are&’ campaign
Worked with PR team to ensure strategic press releases, publication features and presence at key events
Designed customer journey maps, personas, wireframes, and prototypes
Created UI designs for apps and dashboards and detailed roadmaps
Interviewed stakeholders, facilitated workshops and ran user testing sessions
Presented final blueprints and decks to leaders and stakeholders
UX Design: Used design thinking methodology to define the app’s features based on app users’ personas and shared my process in a published UX case study. Read my case study on Medium.
UI Design: Designed all UI screens and states of the app, ensuring a consistent and intuitive user interface. Coordinated with developers to ensure the app is responsive, accessible, and visually appealing across different devices and platforms
Marketing: Worked on all marketing aspects, including my Kickstarter + LaunchGood campaigns for funding, marketing YouTube videos, social media posts and e-mail newsletters.
I launched a Korean cosmetics e-commerce store during the peak of the BB cream trend. I set up a Shopify store using a pre-order model, designed branding and packaging, and handled all marketing including managing social media, running giveaway competitions, and sending e-mail newsletters.
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