Selected work
Cases
Five studies in design leadership, systems, and the AI-era of product work.
CASE · 01 · Vice Versa · 2024-now
Vice Versa: a studio rebooted, AI-native
Co-founding and repositioning Vice Versa as an AI-native design & engineering studio, where design and engineering shape each other, while agents do the heavy lifting in between.
CASE · 02 · Talon.One · 2024-now
A design system, and the team to run it
Founding Tone, Talon.One's design system, and building the product-experience org of designers, researchers, and writers that scaled it across every squad.
CASE · 03 · Yassir · 2022-2024
A super app in two alphabets
Directing product design, research, and writing for the MENA super app: ride-hailing, last-mile delivery, and financial services across 45 cities, in Arabic and Latin scripts.
CASE · 04 · Just Eat Takeaway.com · 2017-2022
Rebuilding a 17-year-old engine room
Design leadership for the refactor of TMS, the back-office platform behind a global food marketplace: 16 development teams, one design system, and an AI assistant that helped save 1,000+ FTEs.
CASE · 05 · Open source + studio · 2025-now
Tools for the agentic design era
PluginOS and design-superpowers: open-source tooling that makes AI agents useful inside real design work, from Figma operations to the full design lifecycle.