At Mashreq Bank, Dubai, I led the design for two major digital transformation projects: a full revamp of the corporate website and the creation of a dedicated customer care platform.

The website redesign focused on enhancing usability and navigation across key journeys like account opening, loan applications, and card services. Post-launch, we saw a 27% increase in user engagement, a 40% boost in offer redemptions, and a 22% drop in bounce rate across priority pages. Simultaneously, I built the customer care platform from the ground up, introducing intuitive flows, a comprehensive FAQ section, and contextual support leading to a 35% reduction in call center volume and a 2x increase in self-service adoption.

These data-driven, user-first solutions not only improved customer satisfaction but also aligned with the bank’s strategic goal of accelerating digital channel adoption across UAE, Pakistan, and Egypt