Work

Fragments

UX/UI designer + researcher exploring the intersection of product design and creative tech.

UX/UI designer + researcher exploring the intersection of product design and creative tech.

UX/UI designer + researcher exploring the intersection of product design and creative tech.

Selected work 2020 — 2026

Royal Canin —
Search + Personalisation Experience

experience

Personalising the Royal Canin search experience

Royal Canin —
Search + Personalisation Experience

experience

Personalising the Royal Canin search experience

Royal Canin —
Search + Personalisation Experience

experience

Personalising the Royal Canin search experience

Philips Lighting —
Sitemap + Navigation Experience

experience

Improving the global website navigation and user experience

Philips Lighting —
Sitemap + Navigation Experience

experience

Improving the global website navigation and user experience

Philips Lighting —
Sitemap + Navigation Experience

experience

Improving the global website navigation and user experience

Amazon Alexa —
Unapologetically Dutch

experience

Developing a voice AI that Dutchies would love.

Amazon Alexa —
Unapologetically Dutch

experience

Developing a voice AI that Dutchies would love.

Amazon Alexa —
Unapologetically Dutch

experience

Developing a voice AI that Dutchies would love.

Sandbox Festival —
App Experience

experience / Ui

Designing the festival app experience for the biggest EDM festival in Egypt

Sandbox Festival —
App Experience

experience / Ui

Designing the festival app experience for the biggest EDM festival in Egypt

Sandbox Festival —
App Experience

experience / Ui

Designing the festival app experience for the biggest EDM festival in Egypt

40Mustaqel —
Design + Development

experience / Ui

Building the studio website for an independent design studio based in Cairo

40Mustaqel —
Design + Development

experience / Ui

Building the studio website for an independent design studio based in Cairo

40Mustaqel —
Design + Development

experience / Ui

Building the studio website for an independent design studio based in Cairo

London Air Ambulance —
Chronoguard Dashboard

experience

Designing an AI-powered trauma panel

London Air Ambulance —
Chronoguard Dashboard

experience

Designing an AI-powered trauma panel

London Air Ambulance —
Chronoguard Dashboard

experience

Designing an AI-powered trauma panel

Experience

Experience

Experience

Dentsu Creative

Dentsu Creative

2024 - Present

Ntsal

2020 - 2022

J. Walter Thompson (now VMLY&R)

2017 - 2020

MitchDesigns

2015 - 2017

Based in Amsterdam

Occasionally in Cairo.
Sometimes I code for fun.

I connect research, cultural insights and transform them into ideas and innovative experiences and scalable design systems.

Contact me

Tell me your name, email, and message and i’ll get back to you as soon as I can

Selected clients:

Signify (Philips Lighting), Vodafone, KPN, Skoda, El-Gouna Film Festival, Egypt Tourism Authority, GLS, Amazon Alexa, CIB Bank, Four Seasons Hotel, Ora Developers, Azza Fahmy Jewelery, NHS (London Air Ambulance), Nacelle

LinkedIn
Behance (older UI work)

What's on my bookshelf

What's on my bookshelf

What's on my bookshelf