The longer version.
I began my career in Lahore in 2011 at a small studio, doing a bit of everything. I might design logos in the morning and work on a government feedback portal after lunch. You learn quickly when you have to handle it all yourself.
In 2018, I joined Sendoso in San Francisco as their first designer, building V1 and V2 independently and establishing the usability testing practice. Four years later, the team grew to 12 designers, and the company raised over $150 million in Series C funding. This rapid growth taught me the value of adaptability and proactive communication when building design processes, as early decisions shaped the team’s effectiveness and product direction. Afterward, I moved to Dubai and worked at Integry, an integration platform with 50,000 users and 1 billion API calls per month, where I redesigned the Flow Builder. I then contributed to ClubHub, delivering 200 screens and a complete design system in five months before handoff.
Then, I designed a travel platform for a bank in Egypt as the only designer. The project supported two languages and reached MVP in four months. After launch, the scope expanded. This project is featured in the case study above.
Currently, I lead product design at Zension, collaborating with partners such as Samsung, Noon, Jarir, and several regional banks. My work has directly contributed to launching high-impact subscription and fintech programs, increasing customer engagement, reducing onboarding times, and supporting regional business expansion goals for our partners. In addition to my primary role, I mentor designers on ADPList and am independently developing GetSetWell, a wellness marketplace focused on Dubai. This progression from early multidisciplinary roles to leadership, mentorship, and entrepreneurship reflects a well-rounded professional evolution grounded in industry expertise and hands-on product delivery.