Design leader. Product builder. 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 Middle East.

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.

Selected Work

Case Studies

Lead Product Designer·Emirates

Emirates Digital Experience

Redesigned the digital booking experience for one of the world's most recognised airlines, improving conversion rates and user satisfaction across web and mobile platforms.

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Design Director·Emaar

Dubai Mall Wayfinding App

Designed a real-time indoor navigation app for the world's largest shopping destination, helping 80 million annual visitors navigate 1,200+ stores effortlessly.

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Lead UX Designer·DU Telecom

DU Telecom Self-Service Portal

Transformed the digital self-service experience for the UAE's second-largest telecom operator, reducing call centre volume by 40% through intuitive account management tools.

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Senior Product Designer·Noon

Noon Ecommerce Redesign

Led the product design evolution of one of the Middle East's largest ecommerce platforms, optimising the mobile shopping experience for 30 million monthly active users.

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Design Lead·Dubai Airports

Dubai Airports Smart Travel

Conceptualised and designed the smart travel companion app for Dubai International Airport, the world's busiest airport for international passengers.

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Experience

Jisr HRIS SaaS

2025 — Present

Head of 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 — 2025

Design Systems & Fintech Design Leadership

+8M users across 8 countries. Payment flows. Talabat ADCB Integration Card. Design Processes. Design Systems serving a full app.

Careem - Uber Technologies, Inc

2021 — 2023

Design Leadership

50M+ users across 10 countries. Food, Groceries & Everyday Delivery Verticals

KI Labs

2019 — 2021

Principal/Lead Design

Building products for Germany, Switzerland, Saudi Arabia, and Kuwait.

Fintech

2018 — 2019

Lead Designer

Fintech App 0 to 1. +1M€ Deposits in 1y.

Novabase

2017 — 2018

Experience Design Manager

Government, Energy, and Transportation Projects. Via Verde Ticketing System.

Talkdesk

2016 — 2017

Creative Director

San Francisco <> Lisbon. Scaled a team from 4 to 15. First full-scale event, Opentalk.

Education

IxDF - The Interaction Design Foundation

2021

Conducting Usability Testing

IxDF - The Interaction Design Foundation

2021

Design Thinking: The Beginner’s Guide

IxDF - The Interaction Design Foundation

2021

Mobile User Experience (UX) Design

Instituto Superior Técnico

2017

Digital Transformation

Google

2017

Digital Marketing

ULHT

2011

Bachelor of Design & Multimedia

ETIC

2005

Design Multimedia

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