However, AI as a Technology is outpacing our ability to design AI as an Experience that make them simple and usable
This is why I focus on making solutions work for everyday-people
HelloSelf: Series B AI-powered teletherapy
Senior Product Designer
May 2024 - Present
Designed AI-tools for patients and therapists—all from 0 to 1—at a £20M Series B startup, which led to a £7M clinical research grant
Collaborated with the Head of AI, CTO and CIO to develop LLM-based conversational AI using synthetic datasets, prompt engineering, and simulation testing
Attunery: Freelance design
Product Designer
Jan 2023 - May 2024
Partnered with a Clinical PM and Venture Builder to shape product strategy and design for an AI tool supporting chronically ill patients
Interviewed charity leaders (e.g. Cancer Research UK) to inform early product decisions; the venture is now preparing for incubation
User Researcher
Sept 2021 - Dec 2022
Led community management workshops in Dubai with over 30 attendees including CEO Nas Daily (60M+ followers)
Conducted user interviews to define key personas and shape messaging for web design
Nas Academy, Series B Ed-Tech platform
Experience Designer
Sept 2021 - Dec 2022
Designed and directed courses, e.g. a career-management course by Shadé Zahrai, a thought leader with over 2 million followers
Led stakeholder interviews and quant research to improve sales, resulting in a ‘Pay-by-Instalment’ feature that drove 30% of all purchases
jump: Innovation agency
Innovation Strategist
Feb 2019 - Jul 2021
Qual/quant-research for brands such as Sky and Heineken; ran focus groups and tested propositions on consumer segments
Brand identity and value proposition innovation for brands such as DAZN
Ogilvy, Advertising agency
Creative Strategist
Sep 2016 - Sep 2018
Prototyped ideas and facilitated workshops for Unilever to test international briefs
Ethnographic research in China for Dove's brand strategy team on Chinese beauty culture