Los Angeles based Designer, dog mom, amateur-ish artist and world wanderer.
I both thank and blame my globetrotting parents — who are from Egypt and Northern Ireland respectively — for my curious and adventurous spirit that has compelled me to live and work in five different countries to date. It’s been a trip to say the least!
I stay grounded in the moment through my adored beast of a dog, Fergus Murphy, who reminds me daily what it means to be human.
I also love to make art - printmaking, painting, drawing and glass blowing are my more recent endeavours. Here’s some of my latest works:
I am overly excited by coffee (yes I’m one of those people ;-)), airplane trips and all the finer details. I’m passionate about design and its human centric side from connecting with users, to inspiring a team, I enjoy it all!
I strive to create smart, impactful and elegant human-centric experiences that truly improve and innovate on the relationships customers/users have with brands and products. I am passionate about using UCD design methodologies to discover and solve real customer problems ultimately raising the bar of innovation but also making people’s lives and jobs easier.
I enjoy leading and inspiring nimble Design teams to challenge the status quo and raise the proverbial design bar through driving impactful user and business outcomes over output for output’s sake.
I am an advocate of scalable Design systems and Lean Design methods and the value that they bring in creating consistency and bringing cohesion to the overall customer experience.
I have a proven track record of helping a number of blue chip companies rapidly build out performant, scalable Design Practices that have enabled them to produce award winning experiences while also elevating the company's bottom line revenues.
Building and leading cross-functional Design teams (Visual Design, Interaction Design, User/Customer Research, Prototyping/UX Engineering) ensuring they are empowered to deliver their best work in collaboration with Product Managers/Owners, Engineering, business stakeholders and their wider Product Teams.
Design strategy - helping Product Teams to form consensus, find alignment, be accountable and execute against goals/KPIs/OKRs with Design playing a pivotal role in driving outcomes and creating impactful experiences.
Hands on in guiding user research, interaction/visual design and the use of Lean UX principles as a guide to drive outcomes. Also hands off - working through a team - enabling them to do their best work through supportive and engaging leadership, coaching and mentoring.
I have extensive experience successfully shipping and continually iterating on complex products within fast moving, ambiguous environments.