01
Scaling Design Across Cultures & Systems
At ADIB, I played a lead role in transforming how we manage UX content, ensure accessibility across platforms, and deliver localized digital experiences, all while supporting two markets: the UAE and Egypt.
My work combined product leadership, system thinking, and hands-on design. I worked closely with teams across Sharia, compliance, engineering, business and others.
Key Initiatives:
AI-powered Content Review Hub
Mobile-first Accessible Design System
UX lead for ADIB Egypt retail app launch
Organization-wide workshops on content and accessibility
02
Problem Framing – The Gaps Holding Us Back
Across the ADIB digital ecosystem, we faced three key systemic problems:
Content inconsistency, manual reviews, and lack of governance
Accessibility gaps in design delivery and mobile implementation
User confusion in critical journeys (like Transfers and Finance), leading to high call center volume
These issues weren’t just UX bugs; they had a real cost, including delayed launches, longer approvals, and a growing reliance on customer support to fill UX gaps.
03
Solutions in Action – From Systems to Screens
A. AI-Powered Content Review System
I initiated and led the design of a content validation system built as a Figma plugin and internal review hub. It enables:
Extraction of all UX copy from Figma designs
Validation using custom rules (tone of voice, grammar, formating, Sharia terminology, etc.)
AI-powered suggestions via OpenAI and Anthropic
Review and approval workflows with stakeholder tagging
Impact:
Reduced manual QA time by 80%
Increased content consistency across journeys to 90%
Shortened approval time by 60%
Improved clarity in user flows, reducing follow-up calls for UX-related issues
B. ADIB Egypt Retail App – UX Redesign for Impact
I led UX for the launch of the Egypt retail app. My focus:
Localizing the journey based on Egyptian users' behaviors
Redesigning onboarding, account opening, and registration
Managing coordination between UAE and Egypt product teams
Impact:
Set foundations for Egypt design maturity
1.24M+ Egyptian ADIB Egypt mobile app users.
C. Accessible Mobile Design System
I created and documented an accessibility-first design system for mobile:
Built on the WCAG 2.2 standard
Mapped to iOS VoiceOver and Android TalkBack patterns
Defined specs for color contrast, touch targets, and focus management
Impact:
Audited 604 screens across 310 journeys; 100+ redesigned
54-component accessible design system, adopted by 10 digital squads as a design QA standard
04
Leading Beyond the Work – Internal Workshops & Enablement
I ran a series of internal enablement sessions to scale these systems across teams:
UX Writing & Tone of Voice (aligned with Sharia, fraud, marketing and risk guidelines)
AI in UX Content (how to safely use GPT to improve copy)
Mobile Accessibility 101 (platform-specific guidance)
Results:
30+ team members trained
Reusable documentation built in Figma
Shared language across design, content, and compliance teams
05
Reflection – Design as a Multiplier
At ADIB, my focus wasn’t just on shipping designs, it was on:
Building systems that empower others
Fixing problems at the root (content, access, structure)
Delivering measurable UX outcomes with real business value
This case study represents how I operate:
Not just as a designer, but as a strategic enabler of better products, processes, and experiences at scale.
