Building a Design-Led Culture at Majid Al Futtaim

At Majid Al Futtaim, I helped shape a design-led culture by introducing design thinking, user testing, and UX methodologies across business units. My focus was to bring customer needs into business decisions and make design a shared practice across teams.

I grew the in-house design team from 10 to 35 designers worldwide and founded XSIGHT Future Solutions, a centralized design hub bringing together talent, strategy, and delivery. This helped teams collaborate across brands, share expertise, and create more consistent customer experiences.

My work spanned experiences across the SHARE app, VOX Cinemas, Ski Dubai, and Mall of the Emirates — connecting digital products with the physical destinations customers visit. Across loyalty, cinema, leisure, and shopping, the ambition was to make customer journeys simpler, more intuitive, and more rewarding.

By embedding research, testing, and iterative design into how teams worked, I helped establish design as a strategic capability for innovation, customer experience, and business growth.