A luxury travel booking app, and the design system behind it.

My role

UI/UX and Design Lead, from June 2025. Before that, Graphic Designer at the same company from June 2023. I grew the design function from one designer to a squad of four.

From offline documents to a product

I started by building templates for the concierge sales pipeline: pre-trip presentations, offers, itineraries and confirmation vouchers. I then designed the investor pitch deck with app mockups.

As the tech team formed, I moved into UI/UX, ran workshops and designed the first app flows: authentication and home.

The design system

At a luxury travel company in Dubai, I built the company’s first design system in Figma from scratch. It runs on primitive and semantic tokens in Variables and Modes, with atomic components built on properties and variants. I wrote the rules around it: a naming taxonomy, branching and merging with versioning and deprecation, and standards for interaction states, responsive layouts and accessibility, collected in a Design System Handbook.

When the company rebranded halfway through the build, I ran the rebrand as a token migration on a Figma branch. I staged old against new with variable modes, remapped 4 token groups and fixed the components that broke on hard-coded values. No screen was rebuilt by hand.

Running the team

I aligned design squads to engineering and ran the operating model: a Scrumban board in Jira, a Figma to Jira handoff and a design review gate before anything reached development.

The product

The released app covers search on a map, hotel details, room selection, currency, sold-out states, booking summary and curated experiences, on iPhone, iPad and the web.