Lead Product Designer with 16 years of experience between London, Dubai, Italy and USA. UI, UX and Digital Brand Identity.
ABOUT
BIO
In 2015, I was appointed as the Global Design Manager at HomeAway, where I built and managed a team of 12 designers based in London and 7 designers based in the US, Germany, Spain, and France. As the company and team grew, I eventually managed a total of 55 designers and developers.
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Currently, I am freelancing in London, working with agencies and clients to design products that are used by millions of people worldwide each year.
Some of the clients and agencies includes: Natwest, British Airways, Global Eagle, McLaren, NHS, Bank of Oman, National Bank of Kuwait, BestInvest, LLoyds, NS&I, MOMA, Savill's, AVIS, STA jets, Fling and others.
_______
Currently, I am freelancing in London, working with agencies and clients to design products that are used by millions of people worldwide each year.
Some of the clients and agencies includes: Natwest, British Airways, Global Eagle, McLaren, NHS, Bank of Oman, National Bank of Kuwait, BestInvest, LLoyds, NS&I, MOMA, Savill's, AVIS, STA jets, Fling and others.
Graduated from the European Institute of Design in 2008 specializing in communication and art direction. Started as a junior art director at Martel Italy, creating ads for diverse clients. Later, freelanced as an art director in Milan with a solid client base.
In 2012, I traveled to Silicon Valley and completed courses in UI/UX design at companies such as Google and Microsoft Bing, and also received a certificate in Human-Computer Interaction from Stanford University.
Moved to London in 2013 and worked as a Senior Visual Designer for major clients including McLaren, Coca-Cola, Lloyds Bank, Virgin Media, Op Bank, O2, Mayor of London and others.
In 2012, I traveled to Silicon Valley and completed courses in UI/UX design at companies such as Google and Microsoft Bing, and also received a certificate in Human-Computer Interaction from Stanford University.
Moved to London in 2013 and worked as a Senior Visual Designer for major clients including McLaren, Coca-Cola, Lloyds Bank, Virgin Media, Op Bank, O2, Mayor of London and others.
WHAT I'VE DONE
EXPERIENCE
2024 - Ongoing
2024 - Ongoing
Head/Lead Product Designer, freelance.
Awards/Citations:
Google: best-practice CX in search. (Savill’s)
Econsultancy: example of digital excellence. (Savill’s)
Google: best-practice CX in search. (Savill’s)
Econsultancy: example of digital excellence. (Savill’s)
- Led and scaled multidisciplinary design teams while mentoring junior and senior talent.
- Worked across fintech, e-commerce, B2B, B2C, and SaaS projects for clients including NatWest, British Airways, McLaren, NHS, Bank of Oman, National Bank of Kuwait, BestInvest, Lloyd’s, NS&I, MOMA, Savills, AVIS, STA Jets, Fling, R/GA, Publicis Sapient, DesignStudio, The BIO Agency, AKQA, Hi Mum! Said Dad, and others
- Notable projects include a nationwide shift booking system and job finder for NHS workers, an end-to-end booking platform for British Airways, the full redesign of Seat Unique’s website and iOS app (launching soon), and e-commerce platforms for fashion and home retail brands. For First Abu Dhabi Bank, I led the design of a data-rich GTB dashboard used by institutional clients across the UAE — improving reporting efficiency, supporting liquidity management, and enabling faster decision-making across high-value accounts. Other highlights include work for Lloyd’s, NS&I, BestInvest, STA Jets, Ngage, and MOMA.
Awards/Citations:
Google: best-practice CX in search. (Savill’s)
Econsultancy: example of digital excellence. (Savill’s)
LONDON
April 2024 to October 2024.
April 2024 to October 2024.
LONDON
April 2024 to October 2024.
April 2024 to October 2024.
Head OF Product Design - Feeld
- Led the design strategy for Feeld, a pioneering social app that redefines how people connect and explore relationships.
- Shaped the overall design vision, ensuring a user experience that is intuitive, inclusive, and aligned with Feeld’s unique values.
- Managed a talented team of designers, fostering collaboration with product managers, engineers, and other stakeholders.
- Created innovative features that enhanced user engagement and satisfaction.
- Championed user-centric design practices across the company.
LONDON
October 2021 to present day.
October 2021 to present day.
LONDON
October 2021 to present day.
October 2021 to present day.
Head OF DESIGN - Lead Product Designer
Awards:
Google: best-practice CX in search. (Savill’s)
E-consultancy: example of digital excellence. (Savill’s)
Google: best-practice UI in Product design (Airtime 3.0)
Google: best-practice CX in search. (Savill’s)
E-consultancy: example of digital excellence. (Savill’s)
Google: best-practice UI in Product design (Airtime 3.0)
From the new digital ID to the end to end booking system for British Airways to data heavy dashboard for First Abu Dhabi bank and its GTB customers, followed by some e-commerce projects for fashion and home furniture retails.
Some of the clients and agencies: Natwest, British Airways, Global Eagle, McLaren, NHS, Bank of Oman, National Bank of Kuwait, BestInvest, Lloyd's, NS&I, MOMA, Savill's, AVIS, STA jets, Fling, R/GA, Publicis Sapient, Design Studio, the BIO Agency, AKQA, HiMumSAidDad!, Wunderman and others.
Some of the clients and agencies: Natwest, British Airways, Global Eagle, McLaren, NHS, Bank of Oman, National Bank of Kuwait, BestInvest, Lloyd's, NS&I, MOMA, Savill's, AVIS, STA jets, Fling, R/GA, Publicis Sapient, Design Studio, the BIO Agency, AKQA, HiMumSAidDad!, Wunderman and others.
DUBAI
March 2019 to September 2020
March 2019 to September 2020
DUBAI
March 2019 to September 2020
March 2019 to September 2020
Design Lead, freelance at Genieology
Working with one of the biggest bank institutions in the Middle East on their GTB portal, a financial tool used by their business clients and multinational companies, on desktop and mobile environment. The role also involved team management, creation and maintenance of a new Library UI system as well as set the main design language and behaviors (UI/UX)
LONDON
April 2016 to
March 2019
April 2016 to
March 2019
LONDON
April 2016 to
March 2019
April 2016 to
March 2019
Head/Lead Product Designer, freelance
Designing with agencies and direct clients across industries
- Worked independently across aviation, fintech, luxury, mobility, e-commerce, security, and enterprise software, collaborating with teams across Europe and the Middle East.
- Designed a modular inflight operations platform adopted by 10+ international airlines, improving crew workflows and service delivery.
- Updated the UI of a satellite control system for a global security firm, enhancing clarity and usability in high-stakes environments.
- Contributed to a luxury resale app for the Gulf market, refining user flows to build trust in high-value peer-to-peer transactions.
- Supported early-stage startups and scale-ups in health-tech, ed-tech with a focus on UX architecture and product-market fit.
- Delivered both consumer-facing platforms and internal dashboards, often in 6–12 week design sprints to accelerate time-to-market and validate features.
- Experienced in shaping product strategy for projects aligned with sustainability, Web3, and privacy-first design, with a focus on translating complex systems into intuitive experiences.
London. Sept 2015
London. Sept 2015
Global Design manager - Homeaway
- Led design initiatives across search, listing results, and booking flows, helping improve key conversion metrics.
- Collaborated with product managers, engineers, and researchers to iterate on features based on user feedback and A/B testing.
- Contributed to the evolution of the design system used across HomeAway’s global products.
- Helped shape roadmap priorities through user insights and design thinking workshops.
LONDON
Aug 2014 to
Aug 2015
Aug 2014 to
Aug 2015
LONDON
Aug 2014 to
Aug 2015
Aug 2014 to
Aug 2015
Senior Product Designer - Unii
Senior Product Designer at Unii, a London based startup owner of the app FLING, an app that reached 4 million users in the first 6 months with over 2 billion messages sent and had a fantastic response from different investors; also designed the Unii app, a social student oriented app defined by Techcrunch the Twitter for students.
LONDON
Mar 2012 to
Aug 2014
Mar 2012 to
Aug 2014
LONDON
Mar 2012 to
Aug 2014
Mar 2012 to
Aug 2014
Senior Visual designer, freelance.
Working for several agencies designing apps, websites and campaigns for clients like McLaren, CocaCola, Virgin Media, Lloyds Bank, Whatsapp Messenger, O2, OP Bank, Mayor of London, Fifa and more.
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