As Creative Lead in a cross-functional team, I oversaw the end-to-end development of three products and various creative assets with a team of designers.

The products—a Landing page, Membership app, and Guest Experience Management Platform—were designed to cater to affluent members and the staff serving them.

I conducted market and user research, translating insights into information architectures used to create wireframes and prototypes. As the main liaison with the technology team, I managed product development and conducted quality analyses alongside my team. Additionally, I updated design developments and conducted usability tests with C-Suite clients in Dubai. I also contributed to the wider product by developing concepts, layouts, copy, and art directing video materials.