About me
I'm a UX designer and strategist fueled by research and innovation. I mix tech with human insight to create user-centered designs, turning complex challenges into clear solutions.
I use mixed-method research and design to build trust and wellbeing, leading diverse teams across IT, digital health, publishing, FMCG, and sustainability. In my free time, I explore what makes us human, gathering insights that enrich my practice.
Career Highlights
Driving Engagement & Growth: Boosted user engagement by 150% and improved acquisition metrics by 10% through strategic research and design.
Innovative Leadership: Led cross-functional teams in developing user-centric solutions, embedding UX in product lifecycles.
Research & Strategy: Led qualitative and quantitative research to shape business-critical strategies and guide product innovation.
Competencies
User Research & Design: Ethnography, interviews, surveys, analytics, prototyping, user testing, and more.
Product Management: Discovery, market research, strategy & roadmapping, competitive analysis, stakeholder management, project management.
Technical: Collaborative (Miro, FigJam), programming (Python, C, Web), AI & ML (PyTorch, Transformers), agile collaboration.
Education
- PhD in Informatics & HCI (University of Fribourg): Specializing in online ethnography, grounded theory, and user experience research.
- MSc in HCI Design (Indiana University Bloomington): Focused on user research methods, concept design, prototyping, and testing.
- BSc in Computer Science & AI (University of Aleppo): Grounded in programming, machine learning, computer vision, and natural language processing.
Background
I speak English, German, French, and Arabic. I've lived, studied, and worked in Syria, Germany, the USA, and Switzerland. Now, I call Geneva home, where I live with my wonderful family. I hold dual Syrian and Swiss nationality.