Design Leader

Design that drives behavior.
Strategy that drives business.

Hello

I’m a design leader with 20 years of experience using psychology, UX craft, creative direction and business insight to build products that don’t just look good—they drive change.

I help teams and organisations influence how people think, feel, and act — with measurable impact.

Philosophy

Great design changes behavior.

My work is grounded in psychology & design and shaped by a deep understanding of business outcomes. I treat every product as a system of behavioural influence—combining human insight, design craft, and measurable results.

Whether I’m working with a fintech giant, a mental health startup, or a scale-up in transition, my process follows the same arc:

  • Identify the behavioural drivers behind the problem — using research, interviews, and psychological framing.

  • Create UX solutions that align with cognitive patterns, emotional responses, and user intent to achieve business goals.

  • Track real behavior — not just metrics. Engagement, retention, emotional impact, and decision-making quality.

  • Refine based on what works. Design is a living system, not a fixed solution.

I’ve collaborated with

01

Design Leadership

Head of Product Design Innovation CEMEA

Visa, Dubai, 2016-2024

Led regional innovation strategy and design across 80+ countries based in Dubai. Created immersive experiences to communicate Visa’s capabilities to clients, partners, and governments. Created digital experiences for Visa’s clients in the Fintech, Aviation, and FMCG industries. Facilitated more than 50+ Design Thinking workshops.

Impact: 200+ innovation engagements. Built products like VisaPay, HSBC/SABB Umlaty, SberBank Fitbox, and Discovery Bank Family, amongst others. 

See Case Studies

Creative Director

bwin.party digital entertainment, London, 2014-2016

Led the 5 flagship brands for bwin.party and redesigned the core betting experience to improve engagement, reduce friction, and align with responsible gambling psychology.

Impact: Gamification increased session time, and restructured reward triggers improved user retention.

See Case Studies

Creative Lead

Mastercard, London, 2012-2014

Pioneered for Mastercard’s award-winning payment innovation suite. Built unified design standards across product verticals.

Impact: Global innovation award, improved cross-platform consistency, and adoption by multiple markets.

See Case Studies

Creative Director | Founder

Thinkerbell, Athens, 2005-2011

Founded and led a boutique design studio specialising in digital design and motion design. Led the development of design solutions and brand strategies for high-profile corporate clients, nationally and internationally, such as Coca-Cola, Levi’s, and Yokohama, amongst others.
Managed a creative team of graphic designers, film-makers, photographers and marketing experts.

See Case Studies

02

Ventures

Aion

Co-founder/Behavioral Designer

Aion is a coaching and mental health platform that uses AI to help employees and leaders grow through insight, not overwhelm.

It’s behavioural design at its most meaningful—helping employees with their mental health and providing businesses with culture-vital metrics to increase the productivity of the business and the well-being of their employees.

Yugen

Co-founder/Strategic Partner

Yugen is a boutique consultancy helping scale-ups design what’s next.  

We combine behavioral design, product strategy, and execution — all delivered with quiet precision and clarity.

Design Thyself

Founder

My personal practice exploring how design thinking and psychotherapeutic methods, can be used as a tool for personal transformation.

It informs how I lead, coach, and connect — because better teams start with better humans.

Conferences & Keynotes

  • DDX Dubai 2024 | Keynote: How To Make Product Decisions. Panel: How AI Will Shapre Product Design

  • Visa Payments Forum 2024 | Keynote: Designing for Spacial Banking & first announcement of Visa Pay

  • Spotlight Tech Tbilisi 2024 | Keynote: How To Opperationalize Innovation

  • Figma Conference Dubai | Keynote: Behavioral Psychology & Product Design

  • UAE Ministry of Education 2018 | Keynote: How To Prepare for the AI Era

  • Visa Payments Forum 2017 | Keynote: Product Design Innovation & Service Design

  • Visa Payments Forum 2016 | Keynote: Innovation & Design Thinking

  • Dubai Innovation Youth Hub 2016 | Designing Innovative Services