I am currently leading the UX Research team at CAFU, the MENA region’s first fuel delivery and car services app. I spearhead the creation and implementation of user-centered research strategies that inform product decisions and strategic planning.
By collaborating closely with product managers, designers, and business stakeholders, we ensure that our solutions are both technically feasible and aligned with user needs, contributing to an increase in customer satisfaction and establishing CAFU as a market leader in the MENA region.
Dubai, UAE [Jan 2023 - Present]
Overview
Key Responsibilities
Research Execution: As the pioneer and leader of CAFU's first UX research practice, I developed comprehensive frameworks and processes from scratch, enabling the seamless integration of user insights into product development. I directed over 50 distinct research projects across various methodologies, tailored to support strategic business goals:
Foundational Studies: Conducted 16 foundational studies focused on retention and growth, providing critical insights that shaped the strategic direction across all CAFU services.
Usability Studies: Executed 28 usability studies, refining user interfaces and interactions to enhance usability and accessibility of the app.
Surveys: Led the analysis of 6 surveys, targeting retention strategies, new market entries such as the Kingdom of Saudi Arabia (KSA), and trends in the electric vehicle (EV) market, informing market expansion and product adaptation.
Ethnographic Research: Undertook ethnographic studies with CAFU pilots to deeply understand user experiences and needs, informing the development of more user-centered services.
Achievements
Strategic Research Impact: Over the course of a year, our research supported a major app redesign—CAFU 2.0. This success was achieved through comprehensive studies and actionable insights that significantly enhanced the experience.
Cross-Functional Collaboration: Effectively collaborated with six key teams—Product, Business, Design, Growth, and Operations—to integrate user feedback across all phases of product development. My efforts led to a 5% increase in retention in service-based experiences.
Leadership and Mentoring: Developed and led a mentorship program that transitioned two research interns into full-time roles, and fortified the research team’s capabilities and culture.
Advocacy and Communication: Championed the adoption of user-centered design principles across CAFU, enhancing visibility and strategic alignment by 80%. I communicated key research findings and insights through diverse channels—including all-hands meetings and Slack—reaching the C-suite, thereby fostering a strong advocacy for user-centric approaches. Additionally, I maintained a research repository that became a critical resource for organizational alignment.
CAFU
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