I led the UX Research team at CAFU, the MENA region’s first fuel delivery and car services app.
As the pioneer and leader of CAFU's first UX research practice, I developed comprehensive frameworks and processes from scratch, enabling the seamless integration of user insights into product development. My team and I conducted in-depth user studies, usability testing, and market analysis to uncover insights that led to innovative features and improved user journeys.
Dubai, UAE [Jan 2023 - Apr 2025]
Overview
Key Responsibilities
Research Execution: I directed over 50 distinct research projects across various methodologies, tailored to support strategic business goals:
Foundational Studies: Conducted 16 foundational studies focused on retention and growth, providing critical insights that shaped the strategic direction across all CAFU services.
Usability Studies: Executed 28 usability studies, refining user interfaces and interactions to enhance usability and accessibility of the app.
Surveys: Led the analysis of 6 surveys, targeting retention strategies, new market entries such as the Kingdom of Saudi Arabia (KSA), and trends in the electric vehicle (EV) market, informing market expansion and product adaptation.
Ethnographic Research: Undertook ethnographic studies with CAFU pilots to deeply understand user experiences and needs, informing the development of more user-centered services.
Achievements
Strategic Research Impact: Over the course of a year, our research supported a major app redesign—CAFU 2.0. This success was achieved through comprehensive studies and actionable insights that significantly enhanced the experience.
Cross-Functional Collaboration: Effectively collaborated with six key teams—Product, Business, Design, Growth, and Operations—to integrate user feedback across all phases of product development. My efforts led to a 5% increase in retention in service-based experiences.
Leadership and Mentoring: Developed and led a mentorship program that transitioned two research interns into full-time roles, and fortified the research team’s capabilities and culture.
Advocacy and Communication: Championed the adoption of user-centered design principles across CAFU, enhancing visibility and strategic alignment by 80%. I communicated key research findings and insights through diverse channels—including all-hands meetings and Slack—reaching the C-suite, thereby fostering a strong advocacy for user-centric approaches. Additionally, I maintained a research repository that became a critical resource for organizational alignment.
CAFU
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