02
things i'm good at
Product Thinking
User Research
Problem Framing
Information Architecture
Strategic Thinking
Problem Framing
Information Architecture
Strategic Thinking
UX Design
User Flows
Wireframing
Prototyping
Usability Testing
Wireframing
Prototyping
Usability Testing
UI DESIGN
Interface Design
Design Systems
Responsive Design
Interaction Design
Design Systems
Responsive Design
Interaction Design
Visual Design
Branding
Typography
Layout & Composition
Visual Storytelling
Typography
Layout & Composition
Visual Storytelling
Art Direction
Creative Concepts
Visual Direction
Campaigns
Brand Experiences
Visual Direction
Campaigns
Brand Experiences
Doodles + Illustration
Illustration
Doodling
Character Design
Visual Assets
Doodling
Character Design
Visual Assets
Community Building
Community Strategy
Partnerships
Engagement
IRL Experiences
Partnerships
Engagement
IRL Experiences
Experience Design
Event & Spatial Design
Interior Design
Murals & Installations
Physical + Digital Experiences
Interior Design
Murals & Installations
Physical + Digital Experiences
Facilitation
Workshops
Team Sessions
Creative Direction
Storytelling
Team Sessions
Creative Direction
Storytelling
03
experience
A timeline of
projects, ideas
and impact.
projects, ideas
and impact.
2023
product designer · kaufland e-commerce
Designed buying guide experiences and product discovery content (Content Team). Led UX for core mobile app features: Loyalty QR Code, Loyalty Points, Digital Receipts, Kaufland Card, BlueCode & Kaufland Pay (Mobile Team). Sep 2023 – Present.
Role overview
Lead product designer across two squads — Content Team and Mobile App Team — within Kaufland e-commerce, one of Germany's largest e-commerce platforms. Responsible for end-to-end UX from discovery through to engineering handoff.
Content Team
Designed scalable buying guide templates and editorial product discovery experiences. Created a modular component system used by content editors across 80+ guide pages. Defined information architecture, typography hierarchy, and responsive layouts.
Mobile App — Loyalty
Owned the full redesign of the Loyalty QR Code screen — the entry point for in-store points collection. Designed the Loyalty Points dashboard with real-time balance, history filters, and gamified reward levels.
Mobile App — Payments
Designed the Digital Receipts feature (paperless receipt viewing, search, and export), Kaufland Card management flow, BlueCode QR payment integration, and the broader Kaufland Pay system UX — covering onboarding, payment confirmation, and error states.
Process & collaboration
Worked in weekly Agile sprints with iOS, Android and backend engineers. Ran user research sessions, facilitated workshops, conducted usability tests via Maze, and presented design decisions to senior stakeholders.
2022
product designer · mcmakler gmbh
Designed solutions for the buyer's portal. User research, prototypes and high-fidelity UI. Championed design consistency across the product suite in an Agile team. Berlin, Germany. (Jan 2022 – Aug 2023)
Role overview
Product designer on McMakler's buyer portal — a digital platform guiding home buyers through property search, shortlisting, viewing scheduling and offer management for one of Germany's fastest-growing proptech startups.
User research
Ran qualitative research sessions with buyers and agents to uncover friction in the existing property search and shortlisting flows. Synthesised findings into journey maps, personas, and a prioritised opportunity backlog.
Information architecture & wireframes
Mapped the complete buyer journey from first search to offer submission. Produced detailed wireframes for 40+ screens covering search, filtering, saved properties, viewing requests, and notification flows.
UI design
Delivered a clean, trustworthy visual system aligned with McMakler brand guidelines — balancing professional real estate conventions with modern UX patterns. Maintained a component library shared across the product team.
Engineering collaboration
Worked daily with frontend engineers in Figma handoffs, participating in sprint reviews and backlog refinement. Advocated for design quality in implementation and iterated based on technical constraints.
2017
digital designer ui/ux · american university
UI/UX for web portals and student mobile app. Responsive design across all devices. Audited digital presence and set UX direction. American University in the Emirates, Dubai, UAE. (Nov 2017 – Nov 2020)
Role overview
Lead digital designer responsible for the full digital experience of the American University in the Emirates — spanning student portals, marketing websites, and a student mobile application used by thousands of students.
Web portals
Designed and delivered responsive UI for the student web portal — covering course registration, grade viewing, library access, and academic calendars. Ensured consistent experience across desktop, tablet, and mobile.
Mobile application
Designed the student-facing mobile app for iOS and Android. Covered onboarding, timetable views, event notifications, and digital ID card. Worked directly with developers to ensure pixel-accurate implementation.
Brand & digital presence
Audited the university's existing online presence across 12+ web properties. Delivered a comprehensive set of UX recommendations and led the redesign of key marketing pages.
Creative direction
Set the visual design direction for all digital touchpoints. Established a style guide covering typography, colour, iconography and photography treatment — later adopted as the university's digital brand standard.
2014
digital design manager · rogueink communications
Led a team of designers. Defined guidelines, produced wireframes, user flows and final assets. Full project lifecycle from brief to handover. RogueInk Communications, Dubai, UAE. (Nov 2014 – Nov 2017)
Role overview
Digital Design Manager at RogueInk, a Dubai-based creative agency serving regional and international clients across advertising, fashion, and technology. Led a team of 4 designers and managed multiple concurrent projects.
Team leadership
Recruited, onboarded, and mentored junior and mid-level designers. Ran weekly design critiques, maintained quality standards, and ensured on-time delivery across all client projects.
Client work
Delivered end-to-end digital design for clients including government entities, luxury brands, and tech startups. Projects ranged from complete website redesigns to large-scale digital campaign assets and interactive prototypes.
Process & workflow
Established the agency's first formal design process — from client brief to wireframe to final delivery. Created a shared design system and asset library that cut production time by ~30%.
Scope of work
Produced wireframes, sitemaps, user flows, UI designs, banner sets, email templates, and motion graphics. Also involved in pitching new business with design-led proposals.
before that
learning by doing
E-Business Applications & Brand Station, Dubai & Karachi. Internships, freelance projects, obsessive learning and a lot of trial & error.
Digital Designer · E-Business Applications (2013–2014)
Designed UI for client web portals across e-commerce and real estate. Conceptualised sites based on client briefs and audience research. Participated in client-facing design reviews and presentations.
Motion Graphic Artist · Brand Station (2012–2013)
Created brand identity assets, motion graphics, and digital media for advertising campaigns. Designed images, icons, banners, and audio-enhanced media elements for print and digital.
Freelance & self-directed learning
Worked on freelance web and graphic design projects. Took online courses in UX fundamentals, HTML/CSS, and design systems. Built personal projects to practise interaction design and front-end development.
Foundation skills
This period was formative — it built the habits of obsessive attention to detail, willingness to iterate endlessly, and a deep curiosity about why users behave the way they do. A lot of trial and error, and a lot of learning.
