ADIB

As the Head of Design & Experience at Abu Dhabi Islamic Bank (ADIB), I have led the transformation of the design function, elevating its role within the organization. This case study highlights my leadership in building and shaping a high-performing design team, driving thought leadership, implementing a robust design system, engaging stakeholders, and making hands-on contributions to ADIB’s digital experience.

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01

The people

Building the Team & Hiring

When I joined ADIB, the design team operated with a flat structure, lacked defined processes, and had no established design system. There was a clear opportunity to introduce structure, elevate craftsmanship, and improve overall delivery.

Reshaping the team

To build a world-class design team, I focused on hiring senior, self-driven creative thinkers who could thrive in a fast-paced environment. Key hires included:

  • Design Operations Specialist to streamline workflows.
  • Senior UX Researcher to bring customer insights into design decisions.
  • UX Writers to enhance clarity and consistency across digital experiences.

To attract top-tier talent, I leveraged thought leadership on LinkedIn, positioning ADIB as a forward-thinking organization that prioritizes great design. This approach helped establish ADIB as an incredible place to work, drawing in some of the best professionals in the region.

Team evolution under my leadership

Since implementing these changes, the team has become more process-driven and has significantly improved its level of craftsmanship. We now:

  • Deliver higher-quality designs.
  • Have a stronger understanding of business and user requirements.
  • Execute with greater efficiency and alignment across teams.
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02

Design as a Strategic Function

Design Leadership

Under my leadership, ADIB has redefined its market perception, emerging as a leader in user experience. A key milestone was ADIB’s ranking as 2nd in the UAE for UX by Finalta in 2024. Our commitment to delivering exceptional digital experiences has earned continuous praise from ADIB’s board and garnered positive customer feedback.

Workshops, speaking engagements, and influence

To instill a culture of design excellence, I have:

  • Conducted design thinking workshops across regional offices.
  • Presented on the importance of great design to internal teams.
  • Spoken at global design conferences in Vienna and Copenhagen.
  • Supported the business banking and securities divisions in unifying their digital experience, elevating the overall digital maturity of ADIB.

Mentoring and team culture

I have cultivated a culture rooted in integrity, teamwork, transparency, and honesty. To ensure continuity, I focused on hiring individuals who align with our values and provided a safe space for designers to grow and thrive.

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03

Design System & Process

Building a Scalable Design System

Building a scalable design system

I led the creation of ADIB’s design system from the ground up, introducing:

  • Design tokens to seamlessly transfer design decisions to engineering teams.
  • A custom-coded JavaScript pipeline to convert design tokens into engineering-friendly formats.
  • A design review policy and process to enforce quality control.

Impact on efficiency & consistency

These initiatives resulted in:

  • Higher-quality front-end deliverables.
  • Cross-platform consistency across iOS, Android, and web.
  • A stronger, more symbiotic relationship between design and engineering.

Measurable results

  • Reduced technical debt in front-end teams by enforcing strict quality control.
  • Centralized design tokens across ADIB’s entire digital ecosystem, including securities, business banking, and third-party partnerships.
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04

Design Advocacy

Stakeholder Engagement

Building relationships with key stakeholders

My leadership approach centers on making stakeholders’ jobs easier by delivering high-quality, high-impact design work. By developing strong relationships with product owners, developers, and C-suite executives, I have helped align business objectives with user-centric design principles.

Shifting perceptions of design

A defining moment was my presentation on ADIB UAE’s design achievements, which inspired the Egypt office to hire its first in-house designer. This marked a major shift in how design is valued within ADIB’s regional operations.

Ensuring Design’s seat at the table

As a recognized design thought leader in the UAE, my credibility within ADIB continues to grow. The design team’s ability to consistently deliver results and create best-in-class digital journeys ensures that design remains integral to strategic decision-making.

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