Dec 2018 – Jan 2022 · 3 yrs 1 mo

Oct 2017 – Dec 2018 · 1 yr 2 mos

Aug 2017 – Oct 2017 · 2 mos

Feb 2017 – Jun 2017 · 4 mos · Dubai · On-site

• At Emaar, I was one of the first to establish UX Labs, where I spearheaded user-centered design initiatives across property management, sales, and digital platforms. My work focused on bridging business goals with customer needs through research, journey mapping, and innovative design solutions.
• Key Contributions:
• UX Labs & Sales Applications:
• Conducted in-depth UX research and mapped customer journeys to design end-to-end applications for Emaar’s sales teams and partners, improving efficiency, engagement, and conversion.
• The Dubai Mall Identity Project:
• Played a pivotal role in shaping one unified identity for The Dubai Mall. I led the user experience design for mall-wide WiFi access, ensuring a seamless and engaging experience for millions of visitors.
• Emaar.com Transformation:
• Selected to contribute to the redesign of Emaar.com, where I delivered a rapid revamp that introduced a new immersive, brand-aligned digital experience.
• Through these initiatives, I helped Emaar strengthen its digital presence, elevate customer experiences, and set new standards for real estate and retail engagement in Dubai.

Sep 2015 – Oct 2016 · 1 yr 1 mo · Dubai, United Arab Emirates · On-site

• My experience at Emirates was truly one of a kind. As a senior manager dedicated to Airport Services, I collaborated with researchers and business units to reimagine and evolve the end-to-end customer and staff experience across multiple touchpoints. My role focused on bridging operations with digital innovation to deliver seamless journeys for both Emirates staff and millions of global travelers.
• Key Contributions:
• Booking Management:
• Designed intuitive staff journeys and tools to manage customer bookings, enabling quick access to details, updates, and modifications, streamlining service delivery at the airport.
• Know the Customer (KYC):
• One of my favorite projects—conceptualized and designed a complete end-to-end journey to digitally recognize customers by simply scanning a passport or PNR. This transformed how Emirates staff understood and served passengers in real time.
• Emirates.com Facelift:
• Led the user experience revamp of Emirates.com, introducing a fresh, modern interface that enabled customers to book flights and manage their journeys on the go, setting new benchmarks for airline digital platforms.
• Fleet Management:
• Designed a comprehensive digital system for managing aircraft specifications, inventory, and upcoming fleet details. This project gave me unique exposure to the operational backbone of one of the world’s largest airlines.
• Through these initiatives, I contributed to elevating Emirates’ reputation for world-class service by fusing operational excellence with user-centric digital experiences.

Nov 2014 – Jan 2015 · 2 mos · Dubai · On-site

• My time at Du was an incredible chapter in my career, where I was entrusted as the dedicated user experience resource for the iOS mobile app and broader customer experience initiatives. Working closely with stakeholders, group leadership, researchers, technology teams, brand communications, and sales, I helped shape experiences that reached millions of users across the UAE.
• Key Contributions:
• Mobile App Experience:
• Served as the dedicated UX designer for Du’s iOS mobile app, creating intuitive journeys that simplified how customers managed their accounts, services, and payments on the go.
• UAE WiFi Logo:
• One of my proudest achievements was designing the UAE WiFi logo, a symbol that has stood the test of time. Nearly a decade later, it remains prominently visible across the UAE in metro stations, taxis, and public spaces—a true mark of design impact at a national scale.
• Retail Queue Experience:
• Designed the end-to-end customer journey and digital interface for Du’s queuing system—from the token screen to the in-store display interface. This system continues to power all Du retail stores nationwide, streamlining operations while improving service transparency for customers.
• Cross-functional Collaboration:
• Partnered with researchers, brand communications, and technology leaders to ensure every digital touchpoint aligned with Du’s vision of customer-first experiences, bridging technical feasibility with design innovation.
• ⸻
• Through these projects, I helped Du strengthen its position as a leading telecom provider by delivering experiences that combined design excellence with real-world impact—whether on a smartphone, inside a store, or across the streets of the UAE.

Dec 2011 – Nov 2014 · 2 yrs 11 mos

• At Creative Chaos, a New York–based technology firm, I had the privilege of leading experience design for their largest client—SEARS Home Services, the biggest home services provider in the US, headquartered in Chicago and known for one of the city’s tallest skyscrapers.
• SEARS was struggling to embed greater user journeys into their digital products amid rapid competition and shifting customer behaviors that were significantly impacting sales. Creative Chaos was brought in to take full control of the experience strategy, and I played a major role in reimagining how SEARS connected with its customers.
• Key Contributions:
• Customer Experience Transformation
• Led the design of end-to-end customer journeys across SEARS’ mobile and web platforms, simplifying complex processes into intuitive flows tailored for modern customer expectations.
• Business Impact
• Our solutions were designed to directly address changing consumer behaviors. The new experiences were projected to boost SEARS’ overall returns by 37%, showcasing the power of user-centric design as a business driver.
• Design & Stakeholder Leadership
• Worked closely with SEARS business units and leadership, alongside Creative Chaos’ design and tech teams, to translate requirements into seamless, scalable experiences. The collaboration demanded intense, around-the-clock engagement to ensure each release met enterprise standards.
• Outcome
• Established SEARS Home Services’ digital presence as a benchmark in the sector, while reinforcing Creative Chaos’ reputation as a trusted partner for enterprise-scale transformation.
• This role honed my ability to balance business goals with customer needs, solve design challenges under pressure, and lead global teams in creating experiences that leave a measurable impact.

Jan 2010 – Jan 2012 · 2 yrs

• Eatout was a city specific restaurant/food search directory with some smart filters of price range, dine-in benefits and etc. It had machine learning skills which on the basis of user likes would suggest deals and meals to its users. To show off on the UX part - this was a responsive site and had the capability of working on every device be it Smartphones, Tablets, PC's and even HD TV's. This project was live for 6 months and we were able to manage thousand's of people using it.

Feb 2008 – Nov 2011 · 3 yrs 9 mos

Jan 2008 – Jan 2011 · 3 yrs

• IVS Committee for Brand Communication is a part of Indus Valley School of Art and Architecture which looks after the University branding stuff and inhouse communication designing.

Jan 2005 – Jan 2006 · 1 yr

Jan 2004 – Mar 2004 · 2 mos