Municipal digital services
Customer-experience strategy and service-design remit at Dubai Municipality.
Career profile scope; not 165 independently delivered projects.Experience shaped
by complexity.
I connect customer understanding, product direction and design craft across government, regulated finance and emerging digital products.
Download my CV13+Years in digital experience
165+Services in my municipal CX remit
3Payment products launched at Taly
3Markets: UAE, Saudi Arabia & Egypt
From web production
to product & CX.
My professional career began in 2007. Digital interface and experience roles are documented from 2013, followed by product design leadership, consulting and product management.
13+ years refers to digital-design and experience work. It is not a claim of 13 years exclusively in Product Manager roles.
- 2023–present
Dubai Municipality
Digital customer experience, service design and product ownership
- 2022–2024
Emkan Finance
Senior CX consulting · remote contract
- 2021–2022
Taly
Product management · digital payments
- 2018–2021
Independent consulting
Government, SME and financial-service products
- 2020–2021
Inetum
Product design leadership · government services
- 2017–2019
PaySky
Product design leadership · payment solutions
- 2013–2017
nefsak.com & Edfa3ly
UI, UX and visual design
- 2007–2013
Early career
Web content, operations leadership and web production
Some consulting and contract engagements overlap with full-time roles. They are not added together to inflate experience. Earlier roles have year-level dates only.
Scale, contribution
and evidence.
Scope figures describe the services and products I worked on. Project findings describe their specific study or deliverable.
Users across that ecosystem
The population served by the municipal service ecosystem.
Career profile scope; not users acquired personally.Payment products
Acquiring, e-commerce payments and corporate card issuance at Taly.
Launches reported in my career profile.Montaji+ mapped flows
Registration, import and export design baseline in my March 2026 workstream update.
Reported workstream output; not a customer KPI.Customer organisations
Historical Montaji+ import-concept research with food and consumer-product organisations.
Bounded concept study; not the programme-wide participant total.Design-team scope
Team leadership and coaching at Inetum.
Reported team-size range; not a claim of growing a team from three to eight.Measure the
right outcome.
A useful KPI connects a customer task or product decision to a defined result. It needs a baseline, period and denominator.
Activation
Customers reaching the first meaningful product outcome.
Adoption & retention
Eligible users returning to the capability that solves their need.
Value & guardrails
Business/service value alongside failure, cost, risk and support burden.
Task success & effort
Completion, time on task, recovery and customer effort.
CSAT, NPS & CES
Satisfaction, recommendation and effort in the context of a defined population.
Voice of Customer
Interview, survey, complaint and support themes linked to action.
Readiness
Requirements, design decisions, acceptance criteria and UAT closure.
Accessibility
Manual and automated findings, assisted-technology tasks and remediation.
Process quality
Handoff clarity, review cycles and defects measured on a specific workflow.