Work Experience

1. ASOS 2025 — Present

   Product Designer

   • Increased Search-to-Bag conversion by +0.5% within 3 months through UX-led experimentation across search and discovery experiences.
   • Improved web-to-app conversion through acquisition messaging experimentation, contributing to a shift from −30% to +30% YoY growth.
   • Redesigned onboarding to reduce friction and drive activation — notification opt-in increased from ~40% to 90%+.
2. Ralen 2023 — 2025

   Founding Designer

   • Co-founded and led design across product and brand for an AI-powered financial decision tool.
   • Shipped an AI-powered MVP in 4 weeks, iterating through multiple pivots in search of product–market fit.
   • Navigated ambiguity and real-world constraints around data, distribution, and direction.
3. Noon 2023 — 2024

   Lead Product Designer

   • Spearheaded design for Live Class within Noon's e-learning platform.
   • Refined UX of video and chat, improving class engagement and boosting average session duration by ~15%.
   • Partnered directly with CEO and cross-functional units, aligning design projects with strategic growth objectives across MENA markets.
4. Snapchat 2021 — 2022

   Product Designer

   • Lead designer on Story Studio, a mobile video editing app built outside the Snap ecosystem.
   • Simplified the editing experience by restructuring controls and improving timeline visibility.
   • Reduced visual noise to make the product more intuitive for creators.
5. Homeppl 2021

   Principal Designer

   • Redesigned the rental application experience to help landlords assess tenant risk with confidence.
   • Restructured a long, unclear flow into a step-by-step experience with clearer data surfacing.
   • Reduced application time by 50% and cut churn by 35%.
6. MADE.COM 2018 — 2019

   Lead Product Designer

   • Conceptualised and prototyped the MADE AR app into a fully fledged feature.
   • Implemented a MADE design system.
   • Increased conversion on core pages through user testing and iteration.
7. MOO 2016 — 2018

   Experience Designer

   • Worked across the Pixel team handling the online customisation process for MOO's products.
   • Strategised and executed ideas with POs to plan product roadmap.
   • Implemented scalable design process and responsive design to improve conversion.