Case Studies

AI-Powered Automation

Enterprise UX

Omantel - Noor

Redesigned Omantel’s enterprise servicing experience by launching Noor, an AI-powered conversational assistant. The goal: reduce customer support load and elevate self-serve capabilities for business users. Introduced natural language flows, backend service orchestration, and an adaptive AI interface.

28%

Call Volume Reduction
Freed 12 agents worth of capacity through self-serve AI

87%

Task Success Rate
Across SIM replacement, billing, and VAT certificate flows

My Role

Design Lead - Conversational AI & Service Design

Contributions

Conversation architecture, cross-cultural design strategy, team leadership (10 members), stakeholder alignment, NLP flow design, bilingual usability testing

AI-Powered Automation

Enterprise UX

Omantel - Noor

Redesigned Omantel’s enterprise servicing experience by launching Noor, an AI-powered conversational assistant. The goal: reduce customer support load and elevate self-serve capabilities for business users. Introduced natural language flows, backend service orchestration, and an adaptive AI interface.

28%

Call Volume Reduction
Freed 12 agents worth of capacity through self-serve AI

87%

Task Success Rate
Across SIM replacement, billing, and VAT certificate flows

My Role

Design Lead - Conversational AI & Service Design

Contributions

Conversation architecture, cross-cultural design strategy, team leadership (10 members), stakeholder alignment, NLP flow design, bilingual usability testing

AI-Powered Automation

Enterprise UX

Omantel - Noor

Redesigned Omantel’s enterprise servicing experience by launching Noor, an AI-powered conversational assistant. The goal: reduce customer support load and elevate self-serve capabilities for business users. Introduced natural language flows, backend service orchestration, and an adaptive AI interface.

28%

Call Volume Reduction
Freed 12 agents worth of capacity through self-serve AI

87%

Task Success Rate
Across SIM replacement, billing, and VAT certificate flows

My Role

Design Lead - Conversational AI & Service Design

Contributions

Conversation architecture, cross-cultural design strategy, team leadership (10 members), stakeholder alignment, NLP flow design, bilingual usability testing

Service Design

B2B2X

Platform Orchestration

B2B2X Marketplace Service Design

Designing trust, ownership, and orchestration across a multi-platform ecosystem

30%

Reduction in Cross-Platform Drop-offs: Through clearer ownership mapping and handoff design

25%

Fewer Support Escalations: Enabled by governance frameworks and partner-facing clarity

My Role

Lead Service Designer — Marketplace & Platform Strategy

Contributions

Service blueprinting, trust framework design, platform governance strategy, frontstage-backstage alignment, cross-team stakeholder workshops

Service Design

B2B2X

Platform Orchestration

B2B2X Marketplace Service Design

Designing trust, ownership, and orchestration across a multi-platform ecosystem

30%

cross-platform drop-offs

25%

support escalations

My Role

Lead Service Designer - Marketplace & Platform Strategy

Contributions

Service blueprinting, trust framework design, platform governance strategy, frontstage-backstage alignment, cross-team stakeholder workshops

Service Design

B2B2X

Platform Orchestration

B2B2X Marketplace Service Design

Designing trust, ownership, and orchestration across a multi-platform ecosystem

30%

cross-platform drop-offs

25%

support escalations

My Role

Lead Service Designer - Marketplace & Platform Strategy

Contributions

Service blueprinting, trust framework design, platform governance strategy, frontstage-backstage alignment, cross-team stakeholder workshops

Fraud Management

B2B Platform

Subex - Enterprise Case Management Redesign

Redesigned case management system to simplify fraud and assurance workflows. Improved case traceability, reduced manual overhead to act faster across grouped case flows.

3x

Faster Workflow Configuration: Through modular pipeline builder and reusable templates

35%

Reduction in Manual Processing Steps: Fewer handoffs across grouped case workflows

My Role

Design Lead - Product Experience, FM & RA Systems

Contributions

End-to-end product redesign, 3-concept design exploration, user research with FM/RA analysts, configurable workflow design, team management (5 designers)

Fraud Management

B2B Platform

Subex - Enterprise Case Management Redesign

Redesigned Omantel’s enterprise servicing experience by launching Noor, an AI-powered conversational assistant. The goal: reduce customer support load and elevate self-serve capabilities for business users. Introduced natural language flows, backend service orchestration, and an adaptive AI interface.

3x

Faster Workflow Configuration: Through modular pipeline builder and reusable templates

35%

Reduction in Manual Processing Steps: Fewer handoffs across grouped case workflows

My Role

Design Lead - Product Experience, FM & RA Systems

Contributions

End-to-end product redesign, 3-concept design exploration, user research with FM/RA analysts, configurable workflow design, team management (5 designers)

Fraud Management

B2B Platform

Subex - Enterprise Case Management Redesign

Redesigned Omantel’s enterprise servicing experience by launching Noor, an AI-powered conversational assistant. The goal: reduce customer support load and elevate self-serve capabilities for business users. Introduced natural language flows, backend service orchestration, and an adaptive AI interface.

3x

Faster Workflow Configuration: Through modular pipeline builder and reusable templates

35%

Reduction in Manual Processing Steps: Fewer handoffs across grouped case workflows

My Role

Design Lead - Product Experience, FM & RA Systems

Contributions

End-to-end product redesign, 3-concept design exploration, user research with FM/RA analysts, configurable workflow design, team management (5 designers)

Financial Services

Enterprise Digital Banking

Financial Services | Enterprise Digital Banking

Improved balance visibility for SBSA enterprise users with a streamlined view of grouped accounts. Reduced drop-offs and enabled faster access to key data with intuitive layouts.

94%

Task Completion Rate: Users completed core tasks with minimal guidance in testing

25%

Reduction in User Drop-offs: Especially in export and multi-account navigation flows

My Role

UX Strategy Lead – Banking & Fund Visibility

Contributions

Heuristic Evaluation, Task Efficiency Mapping, Multi-account Data Visualization, SME Workshops

Financial Services

Enterprise Digital Banking

Financial Services | Enterprise Digital Banking

Improved balance visibility for SBSA enterprise users with a streamlined view of grouped accounts. Reduced drop-offs and enabled faster access to key data with intuitive layouts.

94%

Task Completion Rate: Users completed core tasks with minimal guidance in testing

25%

Reduction in User Drop-offs: Especially in export and multi-account navigation flows

My Role

UX Strategy Lead - Banking & Fund Visibility

Contributions

Heuristic Evaluation, Task Efficiency Mapping, Multi-account Data Visualization, SME Workshops

Financial Services

Enterprise Digital Banking

Financial Services | Enterprise Digital Banking

Improved balance visibility for SBSA enterprise users with a streamlined view of grouped accounts. Reduced drop-offs and enabled faster access to key data with intuitive layouts.

94%

Task Completion Rate: Users completed core tasks with minimal guidance in testing

25%

Reduction in User Drop-offs: Especially in export and multi-account navigation flows

My Role

UX Strategy Lead - Banking & Fund Visibility

Contributions

Heuristic Evaluation, Task Efficiency Mapping, Multi-account Data Visualization, SME Workshops

CPQ & Sales Automation

Enterprise Telecom

Verizon Sales 360

Redesigned Omantel’s enterprise servicing experience by launching Noor, an AI-powered conversational assistant. The goal: reduce customer support load and elevate self-serve capabilities for business users. Introduced natural language flows, backend service orchestration, and an adaptive AI interface.

2x

Faster Quote Generation: Enabled by workflow consolidation and smart defaults

30%

Fewer Configuration Errors: Through validation logic and guided input flows

My Role

Design Lead - CPQ & Enterprise Sales Experience

Contributions

UX roadmapping, quote workflow redesign, cross-functional stakeholder workshops, design system contributions, team coordination

CPQ & Sales Automation

Enterprise Telecom

Verizon Sales 360

Redesigned Omantel’s enterprise servicing experience by launching Noor, an AI-powered conversational assistant. The goal: reduce customer support load and elevate self-serve capabilities for business users. Introduced natural language flows, backend service orchestration, and an adaptive AI interface.

2x

Faster Quote Generation: Enabled by workflow consolidation and smart defaults

30%

Fewer Configuration Errors: Through validation logic and guided input flows

My Role

Design Lead - CPQ & Enterprise Sales Experience

Contributions

UX roadmapping, quote workflow redesign, cross-functional stakeholder workshops, design system contributions, team coordination

CPQ & Sales Automation

Enterprise Telecom

Verizon Sales 360

Redesigned Omantel’s enterprise servicing experience by launching Noor, an AI-powered conversational assistant. The goal: reduce customer support load and elevate self-serve capabilities for business users. Introduced natural language flows, backend service orchestration, and an adaptive AI interface.

2x

Faster Quote Generation: Enabled by workflow consolidation and smart defaults

30%

Fewer Configuration Errors: Through validation logic and guided input flows

My Role

Design Lead - CPQ & Enterprise Sales Experience

Contributions

UX roadmapping, quote workflow redesign, cross-functional stakeholder workshops, design system contributions, team coordination

B2B Marketplace

Partner Ecosystem

Dell FAP (Find a Partner)

Designing trust, ownership, and orchestration across a multi-platform ecosystem

2.5×

Partner Profile Engagement: Driven by improved IA, filtering, and layout clarity

20%

Fewer Search Drop-offs: Through guided search and stronger calls-to-action

My Role

Product Design Lead - Partner Experience

Contributions

Personalization Strategy, Filter Logic Design, IA Restructuring, Cross-device Usability Testing

B2B Tech Marketplace

Partner Ecosystem

Dell FAP (Find a Partner)

Designing trust, ownership, and orchestration across a multi-platform ecosystem

2.5×

Partner Profile Engagement: Driven by improved IA, filtering, and layout clarity

20%

Fewer Search Drop-offs: Through guided search and stronger calls-to-action

My Role

Product Design Lead - Partner Experience

Contributions

Personalization Strategy, Filter Logic Design, IA Restructuring, Cross-device Usability Testing

B2B Tech Marketplace

Channel Partner Ecosystem

Dell FAP (Find a Partner)

Designing trust, ownership, and orchestration across a multi-platform ecosystem

2.5×

Partner Profile Engagement: Driven by improved IA, filtering, and layout clarity

20%

Fewer Search Drop-offs: Through guided search and stronger calls-to-action

My Role

Product Design Lead - Partner Experience

Contributions

Personalization Strategy, Filter Logic Design, IA Restructuring, Cross-device Usability Testing

Selected Work

Selected Work