Maxon GmbH Bad Homburg, DE // Lead UX Designer & Strategist // 04/2023 – present
Led the end-to-end UX strategy for Maxon’s simulation and eCommerce platforms, optimizing the full customer journeyfrom product discovery to post-purchase experience. Collaborated with engineering, marketing, and product teams to streamline onboarding, subscription flows, and checkoutexperiences—boosting conversion rates and reducing churn. Designed emotionally intelligent touchpoints for both web and desktop interfaces using Figma, Cinema 4D, and analyticsdata to refine pain points in the purchasing process. Developed scalable design systems to ensure consistency across product pages, customer accounts, and transactionalemails—improving visual cohesion and user trust. Facilitated usability testing, user interviews, and journey mapping to identify frictions in the buyer lifecycle and prioritizeUX improvements based on business impact. Bridged digital experience with product interaction through motion-driven interfaces, contributing to a seamless brand experience that supports both digital and physical creative tools.
Rens Original Helsinki, Finland // Lead UX Designer | Consumer Experience Innovation // 01/2021 – 04/2023
Led the UX and visual design strategy for Rens’ sustainable eCommerce platform, optimizing the customer journey fromdigital engagement to physical product experience. Designed and implemented intuitive digital experiences across webshop, mobile interfaces, and email marketing, focusing on conversion, brand storytelling, and emotional resonance. Created cohesive brand experiences by aligning digital UX with physical touchpoints—including packaging design, unboxingflows, product presentation, and in-store displays. Collaborated with the branding and product teams on graphic design assets such as email campaigns, landing pages, and eco-conscious packaging, ensuring consistency and emotional impact throughout the customer lifecycle. Directed and styled product photography to reflect brand values, ensuring that visual storytelling across digital platforms matched the tactile quality of the physical products. Partnered with developers, marketers, and logistics teams to integrate sustainability messaging across digital interfaces and the physical user journey, emphasizing transparency and trust. Conducted user research, journey mapping, and iterative A/B testing to continuously refine product discovery, checkout,and post-purchase experiences, leading to increased engagement and brand loyalty. Advocated for design-led innovation in a startup environment, championing cross-functional collaboration andexperimentation to elevate both UX quality and brand perception.
Mercedes-Benz MCV Cairo, EGY // Senior UX Designer // 06/2016 – 12/2018
Contributed to the design and optimization of eCommerce platforms for automotive sales and service, focusing on seamless digital journeys for B2B and B2C users. Supported integration between digital tools and physical vehicle features to enhance product presentation and customer experience. Built wireframes and prototypes, conducted usability testing, and helped establish early design systems to standardize user interactions across platforms.
UX Designer
Contributed to the foundation of Mercedes-Benz’s digital design practice by supporting early eCommerce interface development, user research, and the creation of scalable design assets.
EDUCATION
IULM Milan, Italy Master's // Product & Interaction Design
Focused on interactive and human-centered design, developing digital experiences that connect users emotionally with products and brands.
Helwan University Bachelor's // Product and interaction Design
Built a strong foundation in physical product design and visual storytelling , forming the basis for integrating digital andphysical experiences.