Head of Design, Digital Transformation
As Head of Design at Banque Saudi Fransi (BSF), I elevated design excellence by refining processes and embedding a user-centric approach across all initiatives. My responsibilities included fostering cross-functional collaboration, streamlining stakeholder engagement, and aligning design efforts with business objectives. I also led recruitment and professional development, enhancing our team’s skills and capabilities. By continuously advocating for innovation and staying abreast of design trends, I significantly improved design practices and championed Design Thinking throughout the bank.
BSF underwent a comprehensive rebrand, and the digital team played a pivotal role in redesigning the public website and digital banking app from the ground up. These initiatives reflected the new brand identity while delivering exceptional user experiences.
