SELECTED WORK
I help organizations design complex products that people understand and trust, through discovery-led research, design systems and AI-enabled workflows. Over 18 years, I’ve worked across fintech, enterprise software and the public sector, leading teams of up to 26. Here are a few selected samples, shown by outcome. Full walkthroughs are available on request.
Project BBID
A new native ID and onboarding for 120M monthly active users
BBM · Department head · Team of 12 · 3 months, 8 iterations
BBM’s sign-up was fragmented across phone, email, UPIN and Enterprise ID, and about 40% of onboarding drop-offs happened on permission screens. We rebuilt it around one phone number and one device as the source of identity, validated through usability studies and feature-flagged tests on production.
Results over two quarters:
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- Sign-up churn down 67%,
- Sign-in churn down 84%, and,
- New sign-ups up 14%.
Project MOPP
Rethinking online mortgage pre-approval for banking client
Consultant Creative Director · Team of 10 · 4 months, 6 iterations
A long, friction-heavy flow was losing customers at every step, with the biggest drop at income details. We redesigned the journey around the business OKRs, then learned that underwriters didn’t trust online data, which led us to reframe pre-approval as an estimate with a handoff to a mortgage specialist.
Results (3-month average):
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- Application completion up 36%,
- Pre-approvals up 8%, and,
- A 67% increase in leads to mortgage specialists.
Thought leadership
UX-Led AI
UX-Led AI: Coining a Vision for Human-Centered Artificial Intelligence
The rise of artificial intelligence has the potential to reshape industries, redefine how we work, and enhance everyday life. Yet, in the race for innovation, too many AI efforts lose sight of the most important factor: the people who use these systems. Today, I want to introduce and define a new approach—UX-Led AI—a philosophy and methodology that insists AI must always be grounded in the lived realities, needs, and experiences of its users. This isn’t just about making tools easier to use.
Generative Output Vetting (G.O.V): A Safer, Responsible AI for Healthcare and beyound
As generative AI becomes central to digital products and decision-making, its output risks face intense scrutiny. Generative Output Vetting (G.O.V) is a structured, multi-layered approach to mitigate these risks. This post defines G.O.V, unpacks the escalating urgency for output vetting—especially in sensitive areas like healthcare—and outlines practical steps for implementation, including addressing AI pitfalls and the snowball effect of errors.
The Human-AI Wrestle in designing for UX
AI can generate screens, flows, copy, and interface ideas in seconds. For UX and product designers, that speed is tempting. But design is not only the output that appears at the end; it is mainly the thinking that happens while getting there. Much of good UX work comes from observation: watching how people use a product, noticing friction in analytics, testing rough ideas, and asking better questions as the design takes shape. The real challenge is not whether AI can help designers move faster.
proud to have the chance to work with these
Brands & Clients
Humza Tariq, PSM
Sr Technical Program Manager
AMAZON
“He carries his teams forward with the tenacity that all consultants should strive for.”
Tony is a world class UX Strategist and Consultant. He carries his teams forward with the tenacity that all consultants should strive for. Tony is without a doubt one of the best UX Leaders I have worked with in industry on multiple Fortune 500 Client enhancements. Tony is an entrepreneurial innovator. By keeping up with the latest industry trends, findings and research, Tony always ensured to always apply industry best practices while introducing very new UX concepts which were always very thought out and accepting amongst the team.
Sally Tawadros
User Experience Designer
SapientRazorfish
“Tony was a superb mentor and asset to my growth as a product designer.”
I had the opportunity of reporting to Tony during my tenure at BBM Messenger. Tony was a superb mentor and asset to my growth as a product designer. Tony’s leadership skills and openness to collaborate across all domains, including creative, project management, technology and analytics resulted in the creation of the most engaging experiences. It was a pleasure working with Tony. He’s a rare asset to any product design team. I hope our paths cross again.
Gustavo Cruz,
Interaction Designer
GOOGLE
"Tony's leadership style allowed CDs and Design Leads to take charge and be empowered; With clear goals and direction everyone had a voice ."
I had the pleasure of working with Tony at Citi where he was the VP Creative Director for my team. Tony's keen eye for design and leadership, alongside his passion and love for his team and people, helped our team recover in the midst of a pandemic, making our team one of the most successful pillars inside the bank, delivering twice as many projects in comparison to any other domain. Tony cares a lot about the people under his leadership, which made the work a lot more enjoyable.