Exscape

The brief

Exscape is a large-scale gaming platform with more than 10 million downloads. I led product design end to end, from brand identity through to product execution.

What I did

Worked closely with the founders and marketing team to turn business goals into user-centred design strategy, and brought AI tools into the process to speed up visual exploration and prototyping cycles.

Outcome

Used data to reduce onboarding friction and improve retention, working alongside product, engineering and QA to keep concept and delivery aligned.

Salem & Smart Salem

The brief

Salem and Smart Salem are the Dubai Health Authority's visa medical fitness systems, used by Dubai residents for both new and renewal applications, and part of the UAE's paperless transformation.

What I did

Led the end to end design process, from user research and prototyping through to front-end implementation in HTML, CSS and Bootstrap, delivering a fully bilingual English and Arabic platform.

Outcome

Scored 94% on accessibility audit against Dubai Smart Government guidelines, and cut processing time for medical fitness tests across the service.

Aconomy

The brief

A complete crypto wallet for a closed community of two million investors, designed for the launch of its initial token sale.

What I did

Designed the wallet end to end: sign-in, dashboard, per-asset wallets, staking and earning plans, crypto and fiat deposits, exchange, card and transactions.

Focus

Legible value in one dollar figure, an action beside every asset, and explicit previews and confirmations before every irreversible step.