Hadeel Salem

38 years   /   Cairo   /   Full Time – Part Time – Freelance

Seeking a Product Designer Lead position in a stable company that offers growth opportunities and allows me to utilize skills, enriching knowledge and experience in an environment that encourages innovative thinking, recognition, and a career development plan.

Work Experience

FWZ ESports
Product Designer Consultant
Part-Time
Jul 2025 to Present

Strategic Leadership & Vision

  • Defined and executed the platform design mission and strategy, securing leadership alignment.
  • Collaborated cross-functionally with Product, Engineering, and Marketing to align UX with business and technical goals.
  • Synthesized client business goals with user needs to establish a cohesive product vision.

    • Team Management & Execution
  • Guided the team through the production lifecycle, ensuring on-time, high-quality feature delivery.
  • Managed team assignments and resolved performance issues to maintain high team velocity.
  • Translated business needs into technical and user-centered design requirements.
    •
    Research & Delivery
  • Interpreted platform data and qualitative feedback to drive data-informed design decisions.
  • Conducted usability testing and user research, resulting in measurable experience improvements.
  • Created essential UX deliverables: user stories, personas, storyboards, prototypes, and wireframes.

    • Intercom Enterprises
    Principal Product Designer
    Full-Time
    Jun 2021 to Jul 2025

    Strategic Leadership & Vision

  • Defined and executed the platform design mission and strategy, successfully aligning UX vision with long-term business objectives.
  • Collaborated cross-functionally with Product, Engineering, Science, and Marketing to ensure a cohesive, data-informed product roadmap.
  • Synthesized client business goals and user needs into technical and business requirements for user-centered solutions.

    • Team Management & Execution
  • Hired, mentored, and guided design talent, fostering a high-performance design culture that encourages innovative thinking.
  • Led team production and execution efforts, managing assignments and resolving performance issues to ensure high quality and on-time delivery.

    • Research & Delivery
  • Interpreted quantitative data and qualitative feedback to drive data-informed design decisions and measurable product improvements.
  • Conducted end-to-end usability testing and synthesized insights to validate design concepts.
  • Created core UX artifacts, including user stories, detailed personas, prototypes, and high-fidelity wireframes.

    • Cornet Elevated
    Product Designer Lead
    Full-Time
    Oct 2019 to May 2021

    Strategic Leadership & Vision

  • Defined and executed the platform design mission and strategy, successfully aligning UX vision with long-term business objectives.
  • Collaborated cross-functionally with Product, Engineering, Science, and Marketing to ensure a cohesive, data-informed product roadmap.
  • Synthesized client business goals and user needs into technical and business requirements for user-centered solutions.

    • Team Management & Execution
  • Hired, mentored, and guided design talent, fostering a high-performance design culture that encourages innovative thinking.
  • Led team production and execution efforts, managing assignments and resolving performance issues to ensure high quality and on-time delivery.

    • Research & Delivery
  • Interpreted quantitative data and qualitative feedback to drive data-informed design decisions and measurable product improvements.
  • Conducted end-to-end usability testing and synthesized insights to validate design concepts.
  • Created core UX artifacts, including user stories, detailed personas, prototypes, and high-fidelity wireframes.

    • Origin Technology Solutions
    Senior UI/UX Designer
    Full-Time
    Nov 2018 to Sep 2019

    Strategy & Research

  • Led the initial discovery phase, synthesizing client business goals and objectives with user needs to define the product vision.
  • Directed and conducted comprehensive user research and competitor analysis, leveraging insights to inform critical design decisions.
  • Interpreted quantitative data and qualitative feedback to drive an evidence-based design process.

    • Design & Delivery
  • Developed detailed technical and business requirements, translating project goals into intuitive and user-centered solutions.
  • Defined the product's information architecture and created sitemaps to ensure clear and logical user flows.
  • Created and refined key UX artifacts, including high-fidelity prototypes, wireframes, user stories, and detailed personas.
  • Conducted rigorous usability testing and heuristic evaluations, resulting in measurable improvements to task success and user satisfaction.

    • Delivery Hero
    Senior UI/UX Designer / UI Developer
    Full-Time
    Jun 2021 to Present

    Strategy & Research

  • Synthesized client business goals and objectives into a clear, actionable UX strategy and product vision.
  • Planned and executed comprehensive user research and competitor analysis to gather data-informed insights.
  • Interpreted quantitative data and qualitative feedback to drive the iterative design and validation process.
  • Developed detailed technical and business requirements to deliver intuitive, user-centered solutions.
  • Interpreted quantitative data and qualitative feedback to drive an evidence-based design process.

    • Design & Prototyping
  • •Created core UX artifacts, including user stories, detailed personas, storyboards, high-fidelity prototypes, and wireframes.
  • Conducted rigorous usability testing and heuristic evaluations to optimize user flows and task completion.
  • Optimized and refined existing user interface (UI) designs based on testing results, improving key engagement metrics.
  • Applied advanced knowledge of design principles and elements to ensure creative yet functional design solutions.

    • Front-End Development & Implementation
  • Planned and implemented new designs, successfully translating visual concepts into live production code.
  • Developed new user-facing features using HTML, CSS, and modern web frameworks (or mention specific framework if applicable).
  • Built and maintained modular, responsive designs and reusable code libraries to ensure design consistency and development efficiency.

    • Ejada
    Senior UI/UX Designer
    Full-Time
    Jun 2021 to Present

    Strategy & Research

  • Synthesized client business goals and objectives to define the product vision and strategic design roadmap.
  • Planned and executed comprehensive user research and competitor analysis, leveraging insights to inform critical design decisions.
  • Developed detailed technical and business requirements, translating objectives into intuitive, user-centered solutions.
  • Interpreted quantitative data and qualitative feedback to drive an evidence-based and iterative design process.

    • Design Execution & Optimization
  • Planned and implemented new features and designs, ensuring they aligned with project goals and user needs.
  • IOptimized existing user interface designs based on testing and data, resulting in measurable improvements to engagement/conversion.
  • ICreated core UX artifacts, including user stories, personas, storyboards, high-fidelity prototypes, and wireframes.
  • IConducted rigorous usability testing and synthesized findings to validate design concepts and refine user flows.
  • IApplied advanced principles of design theory and creativity to deliver visually appealing and highly functional interfaces.

    • Key2Soft
    Senior UI / UX Designer - Graphic Designer
    Full-Time
    Jun 2021 to Present

    Strategic Leadership & Vision

  • Established and drove the platform design mission and strategy, ensuring direct alignment with the company’s long-term vision and corporate goals.
  • Built and fostered a high-performance design culture that successfully balanced the need for continuous optimization with iterative innovation.
  • Collaborated directly with Product, Engineering, Science, and Marketing teams to deliver a cohesive, high-end look and feel across all features.
  • Communicated with key clients and stakeholders to synthesize business goals and objectives into a unified product roadmap.

    • Team Management & Execution
  • Led and guided the entire design practice, ensuring excellence in production and execution while adhering to functional strategies and design vision.
  • Hired, mentored, and guided new design talent to enhance team capabilities and maintain a high standard of quality.
  • Managed all team assignments and resource allocation, proactively addressing performance issues to ensure consistent delivery velocity.

    • UX Research & Delivery
  • Developed comprehensive technical and business requirements, striving to deliver highly intuitive and user-centered solutions.
  • Interpreted quantitative data and qualitative user feedback to drive an evidence-based, iterative design process.
  • Determined the product's information architecture and created sitemaps to optimize complex user journeys.
  • Created core UX artifacts, including user stories, detailed personas, storyboards, prototypes, and wireframes.
  • Executed end-to-end usability testing to validate designs and drive measurable improvements in product performance.

    • MedMart
    Senior Graphic & Web Designer
    Full-Time
    Nov 2014 to Aug 2016

    Strategic Leadership & Collaboration

  • Contributed to shaping the platform design mission and strategy, ensuring alignment with the company’s vision and long-term goals.
  • Collaborated cross-functionally with Product, Engineering, Science, and Marketing teams to deliver a unified, high-end visual experience.
  • Led the design team in production and execution, focusing on adherence to corporate and functional strategies while upholding the design vision.
  • Established an inclusive design culture that balanced continuous optimization with creative innovation.
  • Communicated directly with clients to synthesize business goals and objectives into clear design requirements.

    • Team Management & Development
  • Managed team assignments and resource allocation, proactively addressing performance issues to ensure consistent delivery.
  • Assisted in the hiring and guiding of new design talent, contributing to the team's overall skill set and quality standards.

    • UX/UI Execution & Research
  • Developed detailed technical and business requirements, resulting in the delivery of intuitive and user-centered solutions.
  • Interpreted quantitative data and qualitative user feedback to drive an evidence-based approach to web and graphic design.
  • Determined the product's information architecture and created logical sitemaps to optimize navigation.
  • Created core UX/UI artifacts, including prototypes, wireframes, user stories, personas, and storyboards.
  • Executed usability testing to validate design concepts and refine user interfaces.

    • Netarow
    Graphic & Web Designer
    Full-Time
    Sep 2011 to Jun 2014

    Strategic Leadership & Collaboration

  • Contributed to shaping the platform's design mission and strategy, ensuring all creative output aligned with the company's long-term vision.
  • Collaborated closely with Product, Engineering, and Marketing teams to develop a cohesive, high-end visual and functional experience.
  • Guided the team in design practice and execution, upholding corporate and functional standards while fostering a culture of innovation.
  • Assisted in hiring and mentoring junior design talent to enhance team capability and maintain quality standards.
  • Managed team assignments and resolved production bottlenecks to ensure project deadlines were met.

    • Core UX/UI Execution
  • Communicated directly with clients to synthesize business goals into clear, actionable design requirements.
  • Developed early-stage technical and business requirements documentation to deliver intuitive, user-centered solutions.
  • Interpreted data and qualitative feedback to inform design decisions across web properties.
  • Created foundational UX artifacts, including user stories, personas, storyboards, prototypes, and detailed wireframes.
  • Determined information architecture and created site maps to define optimal user navigation and flow.
  • Executed usability testing to validate design decisions and optimize the user experience.

    • Education

    HELWAN UNIVERSITY

    Master’s Degree In Product Design 2014 - 2020

    HELWAN UNIVERSITY

    Bachelor's Degree In Applied Arts 2005 - 2010
    Very Good With Honour's

    BRITISH INTERNATIONAL

    GCSE 2003 - 2005 - Sanaa, Yemen

    My Clients