Work
Case studies in building
enterprise software
that lasts.
A selected view of how I work — design systems, AI-native practice, and product strategy. Out of respect for an active employer, these focus on approach, judgment, and outcomes in directional terms, not proprietary detail. Happy to go deeper in conversation.
- Enterprise SaaS · MENA 2023 – Present
Designing with AI in the loop
Rebuilding an entire design practice around AI — not as a novelty, but as infrastructure. How a small team started shipping like a large one.
AI-Native Practice · Team Leadership Read case study → - Enterprise SaaS · MENA 2019 – Present
A design system as product infrastructure
Building one of the region's earliest mature design systems — then rebuilding it. The story of treating a system as a product with its own users, not a sticker sheet.
Design Systems · Craft & Governance Read case study → - Enterprise SaaS · MENA 2016 – Present
Co-architecting a product ecosystem
Going from one product to a connected lifecycle of them — and the design decisions that determine whether an ecosystem feels like one product or five products in a trench coat.
Product Strategy · 0→1 Design Read case study →