I learned design by having to handle the whole problem.
I began in Lahore in 2012 at a small studio. The work moved from identity design to government portals, sometimes in the same day. That taught me to see a product as more than its interface.
In 2014, at Venexel, I built the brand identity, the launch websites and the retail collateral, down to the SIM cards and the store signage, for a Singapore telecom startup then called Liberty Wireless. It launched as Circles.Life and is now Circles, a telco software group whose platform runs digital brands for operators including KDDI in Japan.
In 2018 I joined Sendoso as its first designer. The company was at seed stage and I was the only person doing design. I built the design system, introduced the first usability testing practice, and stayed an individual contributor as the team grew past 12. By the time I left, Sendoso had raised more than $152 million across five rounds, including a $100 million Series C led by SoftBank Vision Fund 2.
I moved to Dubai and worked across integrations, vacation ownership, device subscriptions, fintech and travel. At Integry I led design for the Flow Builder; at Zension I became the sole designer on Zaam; and on contract I designed ClubHub and a bilingual travel platform for Egypt’s largest private-sector bank. Each is now live.
Outside product workI’m a long-distance runner and the founder of GetSetWell, a Dubai-first platform connecting people with independent fitness trainers.
Based in Dubai.