What i’m bout

I've spent the last 5+ years turning ambiguous problems into things that actually ship. Starting in sales 9 years ago, where I ran full cycles and learned to read what people wanted before they said it, then crossing into product design I built an instant-booking widget for Opencare's dental network that lifted new patient requests 35%. I cut abandonment by 12% on the highest-frictions screens in Baanx' onboarding. At Beyond ONE, I built a multi-brand design system that cut design-to-dev handoff time 40% and accessibility issues 90%, using an AI-assisted framework for documentation. Now we ship faster. Lifted Virgin Connect Roam's eSIM activation 31%. Rebuilt FriendiPay's remittance experience for 750k+ users across the GCC. Different industries, different stakes, same instinct: find the point where people are getting stuck, and fix the actual thing. Not the symptom.

Who I am

I've been "designing" since MS Paint and Corel Draw were the entire toolkit, long before I knew it was a job. Somewhere between then and now, curiosity turned into a craft. 5+ years designing professionally, after a run in B2B sales that taught me understanding the user is the whole game.

I love working in the open. Sharing the version that didn't work, not just the one that shipped, because that's usually the more useful story — and design is better when it's not done alone in a room

Everything I know about design stems from curiosity, collaboration, research, and standing on the shoulders of giants.

Three cities

I grew up in a small town in Dar es Salaam, Tanzania, moved to Toronto for university, and landed in Dubai in my thirties.

Dar es Salaam is where I learned that people build their own workarounds long before anyone designs them a better system — and the workaround usually tells you more about the real need than the official process does

Toronto taught me to respect infrastructure nobody thinks about until it's not there. The PATH: the world's largest underground shopping complex, connecting half of downtown, means an entire city keeps moving through six months of winter without anyone needing to step outside. It's not a workaround, it's genuinely brilliant design: invisible, interconnected, built once and used by millions of people who never think about how it works. That's the kind of design I respect most, the kind that disappears into just working.

Dubai never stops building, and living somewhere so relentlessly ambitious about architecture has been its own education. This is a city that decided it wanted to be extraordinary and then actually built its way there — the tallest building, some of the most ambitious infrastructure anywhere, entire neighborhoods imagined and built in a handful of years. Being surrounded by that kind of scale and craft daily raises what you consider "good." You stop being impressed by "fine" pretty fast.

How I think about design

Start with the problem

Understand the user, the business, and where they actually meet. That's where market fit and loyalty both live, not in the interface.

Deliberate over being decorative

Ethical design, solving the right problem, backing decisions with data, design principles, and judgement

Build the unconventional stuff

The slightly weird, experimental idea is sometimes the one that turns a feature into something people didn't know they needed.

Borrow and get inspired

Research, business, engineering, even sales, the best insight rarely comes from just one discipline in the room.

Mentoring goes a long way

Sharing what I've learned, and building a culture where asking a question isn't a risk.

Outsida work…

I've been into Yoga and HIIT Yoga. You know, balancing out screen time with mat time

Always chasing down the best Thai food in Dubai. Current fav: Thai Green Curry from 📍 Lah Lah's

Also chasing the best matcha in town. Current fav: Toby's Iced Matcha from 📍 Toby's Estate

I'm a professional baker 😎 Well... its an unofficial role 

Learning AI coding. Going from, 'opinionated about the build' to actually doing it. Or attempting to...

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Thank you for scrolling all the way down here.

I believe in sharing the things that matter. Be it a lesson, honest feedback, credit where it's due, and, of course, a really good banana bread recipe. Enjoy!

See recipe