Wa’ad|وَعْد

UX Research Lead | Product Strategy & Service Design | Behavioral Segmentation | Human, AI & Data-Informed Research | GCC Markets | Arabic-First UX Research & Strategy

Case Studies

Cross-Cultural Segmentation & Personas

On first glance, this might look like a sorting exercise, when implemented properly, robus scalable segmentation models and behavioral frameworks have significant strategic advantages.

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Transforming Property Finance

Sometimes, when the goal is an improved customer experience, we need to turn inwards and make sure our processes are efficient

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Rethinking Digital First

When the customer service team informed us that 30% of all of the complaints are card delivery-related, we didn’t expect to reduce one of the highest business costs by reviewing 4 screens.

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