How I Work
My Design Approach
I believe great experiences don’t happen by chance; they’re designed with intention, curiosity, and empathy. My process is guided by the Double Diamond framework, balancing creative exploration with structured delivery to ensure every project moves from insight to impact.
Redefining Citizen Experience
Transforming Government Service Center
Designed a future-ready customer experience strategy for a public service center, creating a seamless omnichannel experience that redefined customer interaction and set a new benchmark for service innovation in public services. As part of this, customer personas were defined and developed to ensure tailored, end-to-end service delivery.
Elevating Passenger Journeys
Transforming Passenger Experience
Transform the airport experience into a world-class gateway reflecting the country’s tourism ambitions. The project focused on reimagining the end-to-end passenger journey to make it efficient and culturally immersive. A comprehensive CX strategy and roadmap were designed integrating operational excellence with hospitality, positioning the airport as a benchmark for modern travel experiences.
Reimagining Cultural Engagement
Designing the Museum Visitor Experience
This self-initiated concept reimagines how a museum can connect people to Arab art and identity through modern, human-centered experiences. By merging branding, storytelling, and service design, the project envisions BeMA as a living cultural ecosystem; one that bridges physical and digital spaces, evokes emotion and invites participation. The result is a cohesive visitor journey where culture, technology and design converge to make art accessible, interactive and deeply personal.