Product Strategy & Design

Strategy that drives business results. Design that shapes human behavior.

Hello

For almost two decades, I've used psychology, strategy, design, and business insight to build products that drive behavioral change—not just good looks.

I've shaped innovation strategy for Fortune 500 companies like Visa and Mastercard, guided international banks including HSBC, FNB and Emirates NBD, and helped Etihad Airways and Vodacom create breakthrough customer experiences. I recently co-founded Yūgen, a product consultancy, and built Aion—a culture intelligence platform that transforms employee wellbeing into organizational strategy.

01

Leadership roles

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

Founder

Aion helps leaders understand and improve organisational culture through continuous intelligence, not annual guesswork. Our psychologist-supported weekly pulse checks capture real-time employee wellbeing data across departments. The platform's AI analyses patterns and recommends tailored interventions for each team, so HR can act with precision and speed, improving retention, performance, and ROI before small issues become big problems.

Explore Aion

YÅ«gen

Co-founder

Yūgen is a boutique consultancy that helps growth-stage companies strategise and design products that drive behavioural change. We bring together product strategy, behavioural design, and hands-on implementation operating under our Clarity → Momentum → Impact framework.

We work at the intersection of strategy, psychology and product, helping teams build with intention and precision.

Explore YÅ«gen

Design Thyself

Founder

Design Thyself is my practice at the intersection of design thinking and psychotherapy where I explore how we can apply behavioural design principles combined with psychotherapeutic methods for personal growth and psychological healing. This work shapes how I lead and build.

Explore Design Thyself

Conferences & Keynotes

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

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

  • Visa Payments Forum 2024: Designing for Spacial Banking

  • Visa Payments Forum 2024: Global first announcement of Visa Pay

  • Spotlight Tech Tbilisi 2024: How To Operationalise Innovation

  • Spotlight Tech Tbilisi 2024: How To Operationalise 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: Innovation & Design Thinking

  • Visa Payments Forum 2016: Innovation & Design Thinking

  • Dubai Innovation Youth Hub 2016 | Designing Innovative Services