I lead the design of digital products that make complex services feel clear, useful, and ready to use from payment experiences and public services
to everyday financial tools. Built around business goals. Shaped by real user behaviour. Improved continuously.
ABOUT
My work spans financial products, public services, and consumer platforms, where every screen must serve both the business and the people using it. I began by designing across markets as a freelance UI/UX designer, then brought that range to Qi Card. There, I contributed to billing, acquiring, and digital service products delivered through SuperQi and other platforms at significant scale. Now, I lead design from the inside out: business first, product experience next, and brand expression throughout.
CURRENTLY
Digital Product Design Lead at Qi Card — International Smart Card.
Leading product design for financial products used across Iraq, from payment and payroll experiences to merchant and operational platforms.
Previously: startups, design studios and independent clients since 2019.
CERTIFIED IN
SELECTED WORK
2019–2026
Payments, payroll, transfers, invoicing, health, mapping, a marketplace and a few websites. Most at Qi Card; the rest through freelance work with startups and design studios.
POINT OF VIEW
The conventional rule is: minimize clicks, make it lightning-fast, ask nothing of the user. That principle works for some interfaces — and quietly destroys others...
There’s a common idea in UX that speed is everything: the faster an app is to use, the better it must be. That perspective survives only until something goes wrong...
The belief in incentive apps is that more points and bigger rewards produce more engagement. What they usually produce is a more expensive kind of indifference...