About Me
I'm Ambily — a Lead UX Designer with 12+ years of experience based in Dubai, UAE.
I specialise in turning complexity into clarity. From a maritime ERP used at Khalifa Port to a digital freight marketplace recognised as a Top-3 Finalist at Expo 2020 Dubai, my work sits at the intersection of research rigour, systems thinking, and hands-on UX leadership.
I'm NNG and HFI certified, with deep experience leading and mentoring design teams, driving discovery to delivery across enterprise B2B SaaS, fintech, edTech, and healthcare. Currently, I'm leading product design for a consumer fintech application in Dubai, from zero to MVP.
How I Work
I believe good UX is earned in the field — not assumed from behind a screen. I lead with contextual research, build with cross-functional teams, and validate with real users. I use AI-assisted tools (Claude, Figma AI, Figma Make, Gemini) to accelerate every stage of the design process — from research synthesis to rapid exploration to copy iteration — without sacrificing depth. Accessibility is woven into each project from day one, designed to WCAG 2.1 standards rather than retrofitted at the end.
I'm at my best when the problem is genuinely hard and the stakes for getting it right — for users and the business — are real.
Certifications
NN/g UX Certification – Specialty in UX Management | UXC #1058016
Certified Usability Analyst (CUA) – Human Factors International | License #2016-6084
Capabilities
UX Research & Strategy
User Interviews · Contextual Inquiry · Competitive Analysis · Task & Workflow Analysis · Personas · Customer Journey Mapping · Experience Strategy · Stakeholder Interviews · Heuristic Evaluation
User Interviews · Contextual Inquiry · Competitive Analysis · Task & Workflow Analysis · Personas · Customer Journey Mapping · Experience Strategy · Stakeholder Interviews · Heuristic Evaluation
Interaction & Visual Design
Wireframing · High-Fidelity Prototyping · Information Architecture · User Flows · Accessibility (WCAG 2.1)
Wireframing · High-Fidelity Prototyping · Information Architecture · User Flows · Accessibility (WCAG 2.1)
Testing & Validation
Usability Testing (Moderated & Remote) · Feedback Analysis · Iterative Design · Metrics-Driven UX
Usability Testing (Moderated & Remote) · Feedback Analysis · Iterative Design · Metrics-Driven UX
Leadership & Delivery
Agile/Scrum · Developer Handoff · Design Systems · Cross-Functional Team Leadership · Mentoring UX/UI Designers · Workshop Facilitation · Client Presentations
Agile/Scrum · Developer Handoff · Design Systems · Cross-Functional Team Leadership · Mentoring UX/UI Designers · Workshop Facilitation · Client Presentations
Tools
Figma · Axure RP · Adobe XD · Balsamiq · Miro · Notion · Jira/Confluence · AI Tools
Figma · Axure RP · Adobe XD · Balsamiq · Miro · Notion · Jira/Confluence · AI Tools
Domain Expertise
Enterprise B2B SaaS · ERP · Logistics & Supply Chain · B2C · Fintech · EdTech · Healthcare
Enterprise B2B SaaS · ERP · Logistics & Supply Chain · B2C · Fintech · EdTech · Healthcare
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Currently exploring Lead UX Designer, Product Designer, and UX Consultant opportunities in Dubai and the UAE.
If you're working on a product where experience design can make a measurable difference — I'd love to hear about it.