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 dabble in the fine arts with printmaking, painting, drawing and glass blowing being 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 managing 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 have with brands and products. I am passionate about using UCD design methodologies to discover and solve real customer problems.
I enjoy leading and inspiring nimble Design teams to challenge the status quo and raise the proverbial design bar through impactful user outcomes rather than just output.
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.
SPECIALTIES & FOCUS:
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.
BRANDS & COMPANIES I’VE HELPED: