• Led design for Connected Hospitality, shaping Kitopi’s omni-channel experience (payments, loyalty, dine-in, pick-up).

• Designed Kitopay, boosting adoption to 50k+ daily orders, with a 40% uplift in tips and 30% app acquisition + 4.8 customer satisfaction.

• Launched the Right Bite app, migrating from web to mobile, achieving a 4.6 App Store rating and 4k+ subscribers becoming the best meal plan delivery in the region.

• Partnered with cross-functional squads to define design strategy, run usability testing, and ship MVPs under tight timelines.

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Helped position Tradeling as the leading B2B marketplace in MENA.

• Improved seller experience by redesigning Seller Center, reducing time to upload by 64%.

• Created and scaled a multi-product design system, increasing design team efficiency by 40%.

• Designed and launched a new business proposition for SME via React Native apps on iOS & Google Play.

Chalhoub is on of the biggest retail companies in the MENA region, with over 350 shops across multiple countries and multiple really well know brands. Some brand names include Swarovski, Levelshoes, Lacoste, Fila, Tryano to mention some.

• Delivered e-commerce experiences for global brands like Swarovski, Lacoste, and Level Shoes.

• Conducted A/B testing and usability research to optimize conversion and reduce cart abandonment.

• Improved cross-team collaboration by standardizing design processes across multiple brands.