Hi, I’m Fethi. I lead design for complex enterprise products.

I combine product strategy, hands-on design and team leadership to turn complex user needs and business priorities into coherent experiences.

At ServiceNow, I work with customers to solve their challenges and collaborate with engineering to shape product direction. My background includes leading and mentoring design teams and developing shared design systems.

Recent Work

I work with customers and multidisciplinary teams to understand complex systems, identify the right problems and translate insights into services and workflows that can be implemented and validated.
Due to confidentiality, selected projects are presented at a high level. I can discuss my process, responsibilities and additional examples in a private conversation.

Aviva / Financial Crimes

A unified investigation experience that helps compliance teams screen, prioritise and act on financial-crime alerts.
I led the design direction, aligning business, operational and technical stakeholders around a shared vision for a clearer, more connected investigation experience.

Bosch / Factory Assist

A connected support experience that helps factory teams identify and resolve issues before production is disrupted.
I shaped the experience strategy, bringing IT and operations teams together around shared priorities and guiding design decisions across the wider service ecosystem.

NatWest / CX Support

An AI-enabled support experience that helps logistics teams investigate failed integrations more efficiently.
I led the experience direction, connecting customer priorities with emerging AI capabilities and aligning multidisciplinary teams around a shared vision for customer support.