I design the layer under the product. Ten years in product design, the last several inside design systems: the tokens, the rules and the component contracts that decide whether the two hundredth screen still feels like the first.
I work with enterprises and scale-ups whose design system already exists and is quietly failing the job it was built for. The code is being written by agents now, and the agents have no way to read the system. My work makes it machine-readable — tokens with intent, rules written down, contracts a model can query — so what comes back is on-brand instead of merely plausible.
I’m based in the UAE, where Arabic and RTL are a token architecture problem rather than a translation ticket. I build my own tooling, take two or three projects a quarter, and write about the work in public, including the parts that went wrong.
