Exploring the future of AI-augmented product development.
Design leader by day, AI builder by night. Creating products that millions of people use across the world.
- talabat
- talkdesk
- uniplaces
- uefa
- delivery hero
- careem
- microsoft
- uber
- amplitude
- clinica medis
- vodafone
About

I’m a product design leader based in the UAE with 20+ years of experience building digital products and scaling design organizations across SaaS, fintech, and enterprise platforms.
My work sits at the intersection of product, systems thinking, and business impact. I focus on turning strategy into products people can actually use, while helping teams create simple experiences on top of complex systems.
I believe design is not output, it’s impact. Complexity may exist inside organizations, but it should never reach the user.
More recently, I’ve been exploring AI-augmented product development using tools like Claude and Lovable to experiment with faster ways of designing and building software.
Outside of work, I’m passionate about motorsport, technology, and building new ventures.
Paddock
I co-founded Paddock, a curated motorsport marketplace that connects racing drivers with professional team seats. It replaces the WhatsApp chains, agents and cold emails behind motorsport hiring with a single, trusted source of truth for racing seats.
Verified drivers
Every driver profile is manually reviewed before earning a Verified badge.
Curated seats
Seat listings from teams are checked before going live, from GT3 and GT4 to LMP3 and F4.
Private introductions
Smart Match pairs drivers and teams, and every introduction stays confidential.
0+Years
Building brands connected to digital products, and vice versa.
0+Designers
Led across multidisciplinary teams across great companies.
0M+Users
Across platforms I helped design and scale.
EMEA+NAR & LATAM
Products successfully launched across global markets.
Design Philosophy
Design is impact
Design should be measured by the customer and business outcomes it helps create, not by the amount of work it produces. Activation · Conversion · Adoption · Retention · Cross-sell
Turn complexity into clarity
The more complex the system, the more important it is to measure whether customers can understand and complete their goals effortlessly. Task success · Time-to-complete · Drop-off · Support contact rate
Quality builds trust
Quality should increase confidence, reduce errors and make customers more comfortable completing high-value or high-risk actions. Trust / Confidence · CSAT · Error rate · Product quality / UX debt
Speed through systems
Systems should reduce repeated decisions and rework, allowing teams to move faster without compromising quality. Time-to-market · Design cycle time · Design System adoption · Rework
Anticipate, don't ask
Great products recognize intent, surface the next relevant action and reduce the effort required from customers. Self-service rate · Feature discovery · Proactive resolution · Repeat usage
Selected Work
Case Studies
Experience
Paddock
2026co-Founder
Co-Founder at Paddock (mypaddock.co). Building the marketplace that connects drivers with teams across motorsport. We're replacing closed WhatsApp groups and outdated networks with a platform designed for how seats, roles, and partnerships are filled in racing.
Jisr HRIS SaaS
2025 — PresentDirector/Head of Product Design
Brand Redesign. Design Systems from zero, achieving +92% adoption. Design Org Performance Processes. Scaled from 12 to +35. Brand, UXR, UX Content, Systems, Product.
Talabat - Delivery Hero
2023 — 2025Design Systems & Fintech Product Design Manager
+8M users across 8 countries. Payment flows. Talabat ADCB Integration Card. Design Processes. Design Systems serving a full app.
Careem - Uber Technologies, Inc
2021 — 2023Product Design sr. Manager
50M+ users across 10 countries. Food, Groceries & Everyday Delivery Verticals
KI Labs
2019 — 2021Principal/Lead Design
Building products for Germany, Switzerland, Saudi Arabia, and Kuwait.
Iban Wallet Fintech
2018 — 2019Lead Designer
Fintech App 0 to 1. +1M€ Deposits in 1y.
Novabase
2017 — 2018Experience Design Manager
Government, Energy, and Transportation Projects. Via Verde Ticketing System.
Talkdesk
2016 — 2017Global Creative Director
San Francisco <> Lisbon. Scaled a team from 4 to 15. First full-scale event, Opentalk.
Learnings
IxDF - The Interaction Design Foundation
2021Conducting Usability Testing
IxDF - The Interaction Design Foundation
2021Design Thinking: The Beginner’s Guide
IxDF - The Interaction Design Foundation
2021Mobile User Experience (UX) Design
Instituto Superior Técnico
2017Digital Transformation
Digital Marketing
ULHT
2011Bachelor of Design & Multimedia
ETIC
2005Design Multimedia
What Colleagues Say
Tiago is one of those rare design leaders who can operate both strategically and tactically. He helped us bring clarity to complex product challenges while building strong alignment between design, product, and engineering. His ability to translate business needs into meaningful user experiences had a real impact on how we shipped products."
Director of Product, Careem
My Medium Articles
Frequently Asked Questions
Let's work together.
I'm always interested in hearing about new projects, ambitious ideas, and opportunities to collaborate.









