Led the UX strategy and

Led the UX strategy and visual direction on a competitive pitch to Etihad Airways — one of the Gulf region's flagship carriers. The brief: consolidate etihad.com and the EtihadGuest loyalty platform into a unified digital ecosystem, with a companion mobile app and AI-integrated self-service layer.

Conducted a full heuristic audit across both platforms (surfacing 30–40 prioritized UX gaps), designed conversational commerce touchpoints (AI-driven search, chatbot booking, proactive disruption handling), and created a unified component library to scale across web and mobile from day one.

Delivered 4 high-fidelity flows: flight booking, self-service, loyalty (EtihadGuest), and conversational booking. The work positioned the pitch around a design system roadmap — an ongoing partnership, not a one-off redesign.