Usama Wagih
Dubai, United Arab Emirates
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A product design leader with 15+ years of experience building design functions from scratch, leading full product redesigns and rebrands, and shipping products that drive measurable growth. I turn chaotic, opinion-driven environments into evidence-based design cultures combining AI, human-centered design, and product strategy across the full product lifecycle.
Current Experience
Director of Product Design Floward, Dubai, UAE
Sept 2022 – Present
- Built the product design function from the ground up growing from a single graphic designer to a team of product designers, UX researchers, and UX writers.
- Led a full product redesign and rebrand that doubled the conversion rate, transforming an inconsistent, dated interface into a cohesive, premium experience aligned with the company's strategy and brand vision through reimagined user journeys.
- Drove increased reorder rates by designing post-purchase experiences that converted one-time gift recipients into repeat buyers.
- Established the company's first structured design process embedding user testing, journey mapping, and research-driven iteration into the product development lifecycle across design, product, and engineering.
- Created a unified design system from scratch and introduced AI-powered design workflows that eliminated design as a delivery bottleneck, significantly accelerating feature output.
- Shifted the decision making culture from opinion based to evidence based by educating cross functional teams on the value of user research and continuous iteration.
Fractional Head of Product Design Ginni.Ai, London, UK
Oct 2024 – Present
Fractional engagement 1–2 days/week, focused on 0→1 product design vision
- Led the product design at Ginni.ai, shaping the end-to-end experience of its AI-driven sales enablement platform.
- Defined the design vision, translating complex AI capabilities into intuitive workflows, and partnered with product, engineering, and data teams to build seamless, insight-driven experiences for sales teams at scale.
Previous Experience
User Experience Director AlFuttaim Group, Dubai, UAE
May 2021 – Aug 2022
- Unified fragmented experiences across a multi-product portfolio into a cohesive customer journey, improving adoption and retention.
- Embedded design into product roadmaps with senior leadership, shifting the org from feature-driven to experience-driven strategy.
- Built and scaled the design and research team from scratch, establishing hiring processes, roles, and development paths.
- Introduced scalable design systems and standardized UX processes, reducing handoff friction and accelerating delivery.
Head of Product Design Landmark Group, Dubai, UAE
Sep 2016 – May 2021
- Led digital experience transformation across all Landmark Group brands in the GCC & India scaling design operations and elevating customer journeys through data, experimentation, and systemized UX practices.
- Drove double-digit conversion uplifts across core eCommerce journeys.
- Led CX audits and benchmarking that directly shaped annual product roadmaps.
- Reduced concept-to-prototype time by 30–40% through design thinking practices.
- Built a unified design system from scratch, cutting design and dev time by up to 50%.
- Established A/B testing and usability programs, reducing rework by 25%+.
Product Design Manager Souq.com (an Amazon company), Dubai, UAE
Oct 2015 – Sept 2016
- Led UX improvements across core eCommerce journeys optimizing checkout, product pages, and post-order experiences through research, prototyping, and experimentation.
- Reduced checkout abandonment, accelerated address entry, improved add-to-cart rates through a product page redesign, and contributed to a 20% drop in post-order support calls.
Education
BSc, Management Information Systems
Delta Academy for Technology and Science, Cairo, Egypt