Hello, I’m Nozi 👋 I’m equal parts UX Research Strategist and Service/Product Designer, with a knack for creating inclusive solutions that scale and stick.
I don’t just solve problems, I look for the right ones to solve. Over the past 9+ years, I’ve worked on ambitious projects across industries and contexts, from early-stage concepts to large-scale enterprise systems, helping turn insights into strategies, and strategies into products and services people actually want to use. As a hybrid designer, I drive projects from discovery to delivery, collaborating closely with cross-functional teams to shape both vision and execution. Along the way, I’ve often been the founding designer on new teams; navigating uncertainty, and building design practices, systems, and strategies from the ground up.
SERVICE DESIGN, PRODUCT STRATEGY / GOVERNMENT AND PUBLIC SECTOR
A data strategy to facilitate smarter Government decisions.
Designed and delivered an award winning strategic framework and roadmap for government data products that directly support the UAE’s mission to build a smart digital capital. This comprehensive initiative enhanced decision-making capabilities, promoted innovation, and strengthened the government’s approach to data management and utilization.
RESEARCH, AI PRODUCTS / TECHNOLOGY
Designing Personality: Building Distinct Identities for AI Companions
Led qualitative experiments using daily human feedback to shape tone, humor, and personality traits for AI companions. Synthesized insights into behavioral frameworks and visual models that grounded model training in human context, influencing how “ideal” interactions are defined for more relatable AI experiences.
SERVICE DESIGN, PRODUCT STRATEGY, UX DESIGN / FINANCIAL SERVICES
A new-to-country experience for Expats in the Middle East.
Built a research-driven banking product for a leading UAE bank, tackling the unique challenges of expat onboarding and enabling the bank to capture new market share. This project went from product strategy through design and delivery, resulting in a distinctive offering tailored to UAEs’ newcomers.
RESEARCH, PRODUCT STRATEGY, PRODUCT DESIGN / OIL & GAS
An AI-powered refueling experience for one of the world’s top 10 largest oil producers.
Fill & Go, the region’s first AI-powered refueling experience for ADNOC, the largest fuel provider in the Middle East. Through app-enabled services, customers are automatically recognized on arrival, pay seamlessly, and add curbside pickup and rewards, transforming the gas station journey into a faster, smarter, more convenient stop.
Additional Experience
A few projects that shaped how I think and work. Each one taught me something unexpected that I’m always ready to talk about.
PRODUCT DESIGN / B2B / FINANCIAL SERVICES
Enterprise Banking SSO platform
Unified corporate banking tools under a single sign-on to streamline onboarding, access, and management. The consolidated experience increased efficiency, consistency, and security as well as delivered a cleaner, more cohesive interface for enterprise users.
SERVICE & PRODUCT STRATEGY, UX DESIGN / HEALTHCARE
Medical Resident App
Digitized an entirely offline training experience for medical residents and fellows in Saudi Arabia, from onboarding to exams. The resulting experience streamlined progress tracking, evaluation, and wellbeing initiatives to reduce burnout and improve engagement.
SERVICE & PRODUCT STRATEGY / B2B / TELCO
Greenfield Transformation
Defined a service strategy for a telco expanding beyond core connectivity into new B2B verticals across SOHO, SME, and SMB segments. The work introduced market segmentation and vertical expansion strategies that unlocked new revenue streams and a scalable digital ecosystem.
PROCESS AUTOMATION AND REDESIGN / GOV / FINANCIAL SERVICES
Central Bank Supervisory Redesign
Redesigned supervisory workflows for a national central bank to enable data-driven oversight and automation. Strengthened efficiency, transparency, and collaboration leading to the ongoing implementation of a regulatory sub-tech system. Read the Press Release
UXR, UX DESIGN / B2C / TELCO
Telco Family Sharing App
Created a brand-new mobile product that allowed families to order SIMs, set up shared plans, and manage data across members. The outcome was a new offering for the company and greater control and flexibility for customers through a simple, cohesive design.
PRODUCT DESIGN / B2B / FINANCIAL SERVICES
Principles that I work by
How I approach design, research, and responsibility, especially in the age of machine intelligence.
1. Research and Design belong together
Design without research is decoration; research without design is inertia. Together, they form a feedback loop that defines relevance—especially in an era of human-in-the-loop and AI-to-AI collaboration.
2. Constraint sharpens thinking
Even under pressure, the right methods uncover what truly matters. I adapt research depth and design fidelity to context, keeping insights sharp and grounded.
3. Vision needs follow-through
Strategy holds no weight until it’s built, tested, and refined. I take pride in carrying projects end-to-end. Being hands-on in the design and guiding teams and details to bring it to life.
4. We need to design with care and consequence
Each new experience layer reshapes how people live and interact. I believe accessibility and ethics belong at the foundation, not added later. The rise of AI gives us a rare chance to get it right from the start.