Nineteen years designing and leading UX inside some of the world's most complex engineering tools. I work alongside teams in EDA, government and healthcare to turn expert-grade complexity into products people trust — including the AI inside them.
Questa One Verification IQ — Siemens' AI-powered verification management platform. I led UX from founding the division's first UX group to shipped product: coverage analytics, project dashboards, and ML-assisted regression triage engineers can inspect and overrule.
Unifying decades of tools under one brand and one experience, desktop and web, without breaking expert muscle memory.
A WCAG AA program across desktop, web and mobile products — accessibility encoded in the pattern library and the definition of done.
Where I'm taking this practice next — self-directed work across a variety of areas I want to consult in.
These are the roles organisations usually bring me in for. Have a look for the one that matches where you are — and if none of them quite fits, let's talk it through.
That's a good place to start a conversation. Tell me about the product and where the friction is, and we'll work out together which engagement fits — or whether you need one at all.
We agree what success looks like — for your users and your business — before any design happens.
Research with your real users — including the expert ones it's hard to get time with.
Concepts, prototypes and validation in short loops, with engineering in the room from the start.
Patterns, documentation and coaching, so your team carries the quality forward after I leave.
Designing the experience of AI products — and using AI to make a design practice faster without making it careless.
Patent pending on coverage-pattern visualisation · published work on VR/AR data analysis and Scrum with UX. The same scepticism I designed for is how I judge AI inside a design team.
Read the full approach →Five programmes, from a first exposure at eleven to design leaders running a function. Delivered in-house or online — in English or Arabic.
Every course runs in-house or online, adapted to the audience's domain, in English or Arabic. Tell me who the learners are and what they should be able to do afterwards, and we'll shape it from there.
Discuss a courseWritten for the people making these decisions — design leaders, product owners and the engineers who live with the result.
What nineteen years in engineering tools taught me about density, muscle memory and earning the right to change an expert's workflow.
Coming soonWhy the standard WCAG playbook runs out on waveforms, coverage maps and hierarchy trees — and what to do instead.
Coming soonI've sat on both sides of the table — engineering and design — so translating between them comes naturally, and I enjoy the part where that unlocks the conversation.
