I turn ambiguous requirements into shipped systems.

Event app helping users manage registration, reminders, and planning end to end.

Researched the market, mapped the event-creation flow, then designed and shipped the hi-fi UI solo.

Used market research, problem framing, user-flow mapping, wireframing, hi-fi prototyping, usability-focused iteration, and lightweight product validation before launch.

Fintech platform needed structured onboarding, verification, booking, and escrow workflows.

Converted stakeholder interviews into BRDs and user stories, then automated regression testing and led UAT.

Applied stakeholder discovery, requirements traceability, role-based workflow definition, Agile backlog refinement, test-case design, regression coverage, UAT, and release validation.

Enterprise clients needed a platform to integrate financial data with third-party systems.

Owned the full lifecycle — PRD, sprints, API integrations, dashboards, and go-to-market.

Combined product discovery, competitive analysis, API requirement definition, Agile/Scrum delivery, KPI instrumentation, customer feedback loops, pricing work, and GTM planning.

Web app was failing to load across all Samsung Tizen smart-signage displays.

Diagnosed the failure with a 4-person team, optimized caching, and resolved SSSP compatibility issues.

Used root-cause analysis, compatibility testing, performance benchmarking, iterative fixes, and validation on Samsung Smart Signage Platform (SSSP) environments.

SME clients needed scalable apps with reliable payment processing built in.

Led development, optimized payments, tightened sprints, and owned the roadmap end to end.

Applied Agile/Scrum delivery, user research, backlog prioritization, usability testing, payment-flow validation, and continuous release feedback.

IT service provider needed a full site rebuild to represent their services and convert visitors.

Led UX/UI redesign, brand refresh, and prototyping in Figma, tracked via Productboard and Jira.

Used discovery workshops, information architecture, user-flow mapping, wireframing, hi-fi prototyping, stakeholder review, and iterative design validation before implementation.

Fract is a territory analytics and mapping platform designed to help franchise and multi-location businesses make better expansion and territory decisions. The website explains the product through territory planning, demographic and sales data, dynamic maps, heat zones, scenario modeling, performance dashboards, onboarding, and customer support.

Structured the experience around the customer decision journey: establish the business problem, explain the platform capabilities, demonstrate how data turns into territory decisions, then reduce friction toward a demo or onboarding action. The page uses clear information hierarchy, feature-led storytelling, visual proof, workflow explanation, supporting metrics, and repeated conversion points to move visitors from awareness to evaluation.

Translated a data-heavy product into a marketing experience that is easier to scan and understand. The build emphasizes concise value propositions, segmented feature sections, visual demonstrations, scenario-planning explanations, customer evidence, and a clear path to request a personalized demo while keeping the product's territory-management use case at the center.

Saudia's digital experience brings together the core stages of an airline journey: discovering destinations, booking flights, managing reservations, checking in, viewing flight status and schedules, accessing loyalty services, and connecting travelers with related travel services such as hotels, cars, and stopovers.

Mapped the experience around the passenger lifecycle rather than treating booking as an isolated transaction. The structure separates high-frequency actions such as Book, Manage, Check-in, Flight status, and Flight schedule, while the broader navigation supports planning, experience, loyalty, and support. This reduces cognitive load by presenting the next relevant action according to where the traveler is in the journey.

Focused on a task-first interface: prominent flight search, clear trip-management entry points, persistent global navigation, localized language and account controls, and supporting travel information. The design balances a content-rich airline ecosystem with transactional flows that need to remain fast, recognizable, and easy to complete across desktop and mobile experiences.