I design calm, fast interfaces and brand systems that feel obvious in retrospect. I care about structure, performance, and clear writing.
About
I focus on creating digital products that are intuitive, accessible, and visually engaging—designs that not only look good but solve real problems. My work spans health-focused apps like BreadEd to brand experiences like Lamis Threads.
Beyond UX, I founded Lamis Threads, a culturally inspired streetwear brand that blends Arab heritage with modern design. Photography has also shaped my eye for detail and storytelling since 2009, influencing the way I approach design with empathy and clarity.
Experience
UX & Product Designer — Freelance + Contract (2022 – Present)
Ficra — Product Design Consultant (Contract)
• Consolidated 100+ screens and A/B data into a centralized visual flow system, reducing developer lookup time by 40%
• Streamlined complex journeys using heatmap insights and user feedback
• Improved experimentation clarity through structured UX diagrams
Engage Element — Product Designer (Contract)
• Built a modular design system accelerating feature delivery by 25%
• Simplified analytics workflows through intuitive UI patterns
• Delivered rapid prototypes and usability insights to cross-functional teams
Lamis Threads — Product & Brand Designer (Founder)
• Designed full e-commerce UX, brand system, and customer journey
• Produced 50+ branded assets
• Improved engagement + conversions through optimized visual systems
BreadEd — UX Designer
• Redesigned calorie-logging flows + IA to reduce cognitive load
• Improved task completion through simplified interaction patterns
Curate — Product Designer
• Designed flows and hi-fi prototypes for a restaurant playlist app
• Focused on intuitive saved-spot interactions and mobile-first patterns
Through Friends — UX Designer
• Designed trust-centered matchmaking flows using mutual-friend logic
• Created personas, user journeys, and usability testing insights
Engage AI — UI & Brand Designer
• Designed brand guidelines + multi-platform UI system
• Improved consistency across all client-facing deliverables
Other Experience
Target — Visual Merchandising (2022–Present) (Part-time role)
• Applied UX thinking to improve in-store customer navigation and operational flow
Clean Media - Photographer & Visual Designer (2009 – Present)
• Developed over 300 visual campaigns that boosted client engagement and conversions.
• Helped 15+ small brands establish cohesive visual identities that translated into digital experiences.
• Created visual frameworks later adapted into UX style guides and marketing templates.