The ambition was clear.
The product direction wasn't.
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Luke Dacey · Hands-on design leader · Dubai
I lead design orgs that turnambiguity into productsused by 70M+ people.
VP of Design at Casim. Previously Head of Product Design at Careem.
I ship products and lead
transformations.
Never stepping away from
hands‑on delivery.
Patterns
Different industries, the same challenges, surfacing again and again.
01Design is brought
Design is brought
in too late
02Ownership is unclear,
Ownership is unclear,
so decisions drift
03Teams scale faster
Teams scale faster
than their structure
04AI is introduced,
AI is introduced,
not integrated
Featured work
Solving the challenges. Delivering results.
The ambition was clear.
See the full story40+ designers across 10 verticals,
shipping fast with no shared direction.
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A core product at scale, where broken
flows cost users and revenue.
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Legacy services, built without
a shared product model.
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The vessel generated the data.
The business could barely see it.
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Demo coming soon
Currently building
New venture
An AI-native operating system
for product delivery.
"The highest-performing organisations won't have more AI. They'll have better judgement."
Agentic workflows that turn everything your organisation knows into faster decisions, stronger alignment and confident execution. Surfacing contradictions and opportunities - cutting rework and execution risk across the product lifecycle.
From those who were there
"Luke is the kind of leader who always raises the bar for quality, for accountability and for the culture of the team"
Linden Dance - Head of Design System, Careem
"Luke's leadership was pivotal to the success of our projects. Luke combines strategic thinking with a deep sense of empathy"
Samantha Hamadeh - Product Marketing Lead, Careem
"His ability to balance hands-on execution with big-picture thinking makes him an invaluable example in any team"
Nadia Roeleveld - Product Designer, Koos