Designing Innovation at Scale — Across Regions, Products, and Behavior
For nearly two decades, I’ve led design, design strategy and innovation for 82+ countries.
At Visa across the CEMEA region — spanning the UAE, Saudi Arabia, Ukraine, South Africa, Kazakhstan, Russia, and Kenya, amongst the 80+ markets I served. At bwin and Mastercard across Europe.
I’ve worked at the intersection of client needs, market dynamics, and human behaviour. My role involved translating complex business challenges into human-centred design solutions — not just for internal teams, but for our partners: banks, fintechs, airlines, retailers, and governments.
Over 200+ client engagements later, the scope of work has ranged from rapid design sprints to strategic ventures, from user journey mapping to the launch of fully validated prototypes.
My contribution sits across three layers:
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Building and guiding multi-disciplinary teams across regions
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Applying psychological principles to shift user behavior in finance, payments, and loyalty
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Delivering tangible outcomes through co-creation with some of the region’s most forward-thinking companies
What follows is a selection of case studies showcasing my work.
