From Self-Care to Super-App
Transformed five telco self-care apps into a regional super-app ecosystem across Pakistan, Afghanistan, Egypt, Saudi Arabia, and Morocco, driving a 31% increase in Monthly Active Users group-wide.
Customer Journey Transformation
Led a group-wide digital experience strategy across 5 regulated markets, defining a six-pillar customer lifecycle framework that delivered a 31% increase in Digital Gross Additions and reduced call centre volumes by 13%.
Protected: Building and Scaling Regional Design Teams
Scaled a UX team from zero to a cross-market operation across 5 countries, hiring, structuring, and embedding AI into the team’s workflow, resulting in 70% faster delivery compared to a purely agency-led model.
Protected: AI Governance & Design System
Built a group-wide AI Governance Model, including an AI Research Centre, Synthetic persona tool, and centralised design systems, saving 30% in research time and 30–40% in development time.