Atefeh Fazaeli, Dubai

I Design the Service Behind the Screen.

Senior product designer for systems that can't afford to fail. Eight years and more 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 Product Designer, Gravitas.Dubai · 2023 to present

Led an end-to-end digital application journey and a portfolio of projects across a UAE retail bank's customer onboarding platform. Built the studio's AI design framework for personalisation and contextual assistance across client portfolios.

In the past

Design Lead, Joint Scope Technologies.Dubai · 2020 to 2023

Led 3 designers on a UAE government agency's fleet platform, 900+ users. +20% utilisation, 20% procurement saved, booking 15 → 2 min, 4 products on one system (−40% dev time, −30% cost).
Product Designer, WebCentriq.California · 2018 to 2020

Redesigned SaaS and web products, then shipped prototypes and a design system that lifted navigation and engagement.
UX / UI Designer, Qoo Studio.Toronto · 2017 to 2018

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

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