Atefeh Fazaeli, Dubai

I Design the Service Behind the Screen.

Senior service & UX designer for systems that can't afford to fail. Ten years across banking, government, and B2B platforms in regulated industries. I believe in blueprints before screens, evidence before opinions, and every flow built to move a metric.

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Work

Banking as a shopfrontUAE retail bank · 2024 / 25
Onboarding as a growth channelUAE retail bank · 2023 →
Auto Financing as a ServiceUAE retail bank · 2023 / 24
Onboarding as a ProductUAE retail bank · 2023 →
Fleet operations at national scaleUAE government agency · 2020 / 23

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Currently

Senior UX / Service Designer, Gravitas.Dubai · 2023 — present

Led the ADCB Hayyak end-to-end digital application journey and 25+ projects across ADCB's Customer Onboarding Platform and Mobile Internet Banking. Built the studio's AI design framework for personalisation and contextual assistance across client portfolios.

In the past

UX Lead, Joint Scope Technologies.Dubai · 2020 — 2023

Led 3 designers on the Dubai Police fleet platform, 900+ users. +20% utilisation, 20% procurement saved, booking 15 → 2 min, 4 products on one system (−40% dev time, −30% cost).
UX / UI Designer, WebCentriq.California · 2019 — 2020

Redesigned SaaS and web products; shipped prototypes and a design system that lifted navigation and engagement.
UX / UI Designer, Qoo Studio.Toronto · 2017 — 2019

Interactive wireframes and UI for architecture visualisation and interior design software.

Writing

Systems first. Design for growth. Modularity is the senior craft. Onboarding is the first product. AI when it earns its place.