Hello, I’m Imran Abbasi.
Strategic Product Design Leader with over 18 years of experience across government, finance, and retail sectors. Proven track record in delivering innovative, user-centred solutions that drive measurable business results. Expert in agile methodologies, design thinking, and mentoring high-performing, cross-functional teams. Most recently, I led UX and product design across the MENA region as Group Director at PwC’s partner agency, Brainlake, where my teams delivered large-scale platforms for the Abu Dhabi Government, Carrefore, and The Family Office, among others.
Before that, I held senior roles at global agencies including Huge (IPG), Mirum (WPP), and Usablenet, where I spearheaded innovation and scaled cross-functional design teams across New York, London, and Dubai. My work has consistently focused on systems thinking, rapid validation, and delivering business impact through design.
In 2018, I won the GITEX Travel Innovation Award for creating a pioneering user experience solution in the Middle East.
Work.
Credit Suisse Digital Private Banking.
2015Credit Suisse set out to completely digitize the private bank's business and service model. Credit Suisse aimed to solidify its position as a top-tier digital bank by developing an industry-leading private banking and financial advisory platform Read the full Case Study
UAE Govt. Department of Education
2023Abu Dhabi Dept. of Education embarked on an ambitious journey to redefine the parenting experience in the UAE. My Team's goal was to create a comprehensive digital companion platform supporting primary caregivers through every stage of their parenting journey, from pregnancy to their child's formal education. Read the full case study
JP Morgan Chase Bank
2015This project focused on enhancing the Chase Ultimate Rewards program by exploring innovative ways to add value beyond traditional points-based systems, specifically within the hospitality sector. The goal was to create a new value exchange by integrating Chase Sapphire card propositions with the Ultimate Rewards capabilities, aiming to elegantly insert Chase into meaningful customer travel experiences in a credible and ownable way. Read the full case study
Carrefour
2022Carrefour challenge: despite offering competitive services such as 60-minute delivery and recommendations, their platforms—web and app were struggling with engagement/satisfaction.
My team conducted a UX assessment covering the entire purchase journey, aiming to uncover usability issues, understand user behavior, benchmark against competitors, and deliver actionable recommendations to drive business impact.
Read the full case study
