Writing
Notes on product, design, and building things.
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At senior levels, the portfolio stops being the signal
The more senior a designer gets, the less a case study tells you. What actually matters is whether they can operate.
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Building Rawi, by intention
Actions are by intentions. Notes on building a product in the margins of a full-time job — listening to users, iterating fast, small bets.
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Why adoption, not technology, determines whether digital and AI programs succeed
Most digital and AI programs underperform not because the tech fails, but because adoption never becomes the default way of working. Three patterns I keep seeing — and what changes when design enters early.
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Would people still use it if the "AI" label disappeared?
Any product built around a technology rather than a real problem burns out fast. Three questions to ask before you build.
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Design is responsibility, not just recognition
A designer's view — everything around us is designed, and when it's designed thoughtlessly, it rarely serves the human. A small example from Abu Dhabi's streets.
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