A little about the work I've done and the places I've done it.

Experience

1. 

   Product & Design System Manager

   Pura (Pure Health)

   June 2025 - Present

   Lead design operations across Pure Health's digital product (Pura) while building and managing a comprehensive design system. I was responsible for ensuring seamless design delivery while aligning product and design teams and streamlining workflows to improve team efficiency. I oversaw the design system's complete lifecycle, from component creation and documentation to implementation across design and development and ensuring consistent, scalable user experiences throughout Pura.

   • Built a scalable, tokenized design system from the ground up, introducing a tokenized system that increased component maintainability, ensured consistency across products, and reduced technical complexities and debt.
   • Established streamlined workflows between product, design, and development teams, significantly improving delivery speed and output quality.
   • Lead and mentored a team of designers ensuring world class experiences are delivered as part of the digital transformation that we are undergoing.
2. 

   Senior Product Designer

   Abu Dhabi Islamic Bank

   February 2023 - June 2025

   Led the following value streams: Personal Finance, Takaful Insurance, Children accounts, and the Design System (creation, documentation, and implementation). My work centred on enhancing existing customer journeys to improve usability and drive business growth as well as successfully launching new products within these value streams driving both user engagement and business growth.

   • Finance bookings via the ADIB Mobile app approached 31% of total Personal Finance & Al Yusr volumes booked, with Digital contributing to a 90%+ year-on-year growth.
   • Takaful Insurance product purchases saw an increase of 650% in total product acquisitions digitally through the ADIB Mobile app as compared to the traditional in branch channel.
3. 

   Product Designer

   IQbusiness

   February 2020 - January 2023

   • 

     Absa

     I enhanced products across both physical and voice channels, focusing on new-to-bank and new-to-product journeys for transactional products (CASA), personal loans, and credit cards. These enhancements not only improved the overall experience but also increased productivity and significantly reduced turnaround times for product acquisitions by reducing product inconsistencies and accelerating the delivery process.

     • Rolled out the Personal Loans journey, digitizing and streamlining the application process which led to increased product acquisition and user satisfaction.
     • Contributed to the adoption of an omnichannel strategy, enabling customers to seamlessly acquire products through both physical and voice channels, ensuring a consistent and integrated experience.
   • 

     Clientêle

     I oversaw the implementation of a design system that improved scalability and consistency across all products, achieving a reduction of 65+% in design and development time. I also created a culture where UX became a priority by involving stakeholders in design thinking workshops and user testing sessions. This hands-on approach allowed them to directly observe customer feedback on the current and future state we had for the mobile application, this aligned the team on the importance of user-centered design and driving meaningful experiences.

     • Achieving a reduction of 65+% in design and development time, measured by looking at delivery time before and after the design system was implemented.
     • Established a culture where user-centered design became a priority, this allowed design to drive more impact and ensure that we were the voice of the customer in any discussion or decision that was being made.
   • 

     Nedbank

     As part of the insurance design team, I focused on research and creating intuitive, user-friendly designs to enhance the customer experience. By analyzing data on insurance products predominantly purchased in-branch or through other channels, we identified key opportunities and successfully launched new products on Nedbank's mobile app. This initiative enabled customers to seamlessly purchase these products through a Straight-Through Process (STP), improving accessibility and convenience.

     • Enabled Funeral Insurance, Personal Accident Insurance, and Health Assist Insurance on the mobile app by leveraging customer data to identify high-demand products.