Casim · Founding team · 0 to 1
The ambition was clear. The product direction wasn't.
- 0 to 1 - Product, brand and design system
- 4 weeks to 5 days - Concept to production time, using AI
- 2 weeks - Research to company-wide pivot
Luke Dacey • Hands-on design leader
I help organisations turn ambiguity into products people love using.
What I bring
70M+
Directed product experiencesfor 70M+ users across MENA
40+
Built and led multidisciplinarydesign teams of 40+
24 years
Designing since 2002, acrossstrategy and organisation change
I've built design orgs and shaped products used by millions.
But leadership has never meant stepping away from the work.
My career
The complex problems
I've been trusted to solve.
Over the last 24 years, I've designed products across consumer, enterprise and AI. From super apps and digital payments to maritime platforms and financial intelligence. Different industries, same challenge - making complex systems feel simple.
Super Apps
Unified navigation and discovery across multiple lines of business, powered by AI-driven personalisation - built in English and Arabic from day one, with multi-lingual support.
Careem · The AA
Digital payments & financial intelligence
Wallets, crypto, transfers, e-invoicing and predictive wealth management made simple and trustworthy - including Careem Pay's first gold and crypto wallets, on its way to $1B in volume.
Casim · Careem · The AA · YTree · Pace · Aviva
Enterprise & operational platforms
Turned paper, spreadsheets and disconnected legacy systems into scalable platforms - creating clarity when stakes are high.
90POE · The AA · Pace · iDirect · Careem · Casim · Aviva
AI-native & predictive systems
Embedded agentic AI into discovery, finances and recommendations - from conversational onboarding to vehicle crash detection.
Careem · Casim · Aviva · Pace · YTree · 90POE
Government & public sector
B2G products for government-backed programmes, where public trust mattered as much as usability.
iDirect · 90POE · Casim · Digital Catapult
Research-led transformations
Immersive research - from living onboard cargo vessels to travelling the world - shaping the vision and uncovering the real problems behind user decisions.
Casim · Careem · 90POE · Simply Business · Aviva · iDirect
Design at scale
Built the systems, governance and operating models that enabled teams to scale and deliver consistently across products and markets.
Casim · Careem · 90POE · The AA · Aviva · Pace · iDirect
Currently in testing
The AI-native system
I'm currently building.
The highest-performing organisations won't have more AI. They'll have better judgement.
An AI-native operating system, built on large language models, turning everything your organisation knows into faster decisions, stronger alignment and confident execution.
It surfaces risks, contradictions and opportunities before they get expensive - agentically, not on request - cutting waste, rework and execution risk across the product lifecycle.
Every concept ships as a working prototype in code, inside the product's real constraints from the start - no handoff for intent to get lost in.
Demo coming soon
My work
Featured
case studies.
Careem · Global Head of Design · 40+ designers
40+ designers across 10 verticals, shipping fast with no shared direction.
- -24 to +78 - Employee NPS improvement
- 40% - Of design teams moved upstream
- 2x - Designers promoted into leadership
Careem · Head of Design, Rides · 10 markets
A core product at scale, where broken flows cost users and revenue.
- 12% - Increase in rides completion
- 23% - Fewer driver related cancellations
- 142 - Features redesigned across the app
The AA · Head of UX · 14M+ users
Legacy services, built without a shared product model.
- 27% - Increase in bookings in app
- 18% - Increase in upsell conversion rate
- 57% - Decrease in customer service call volume
Patterns
I've seen the same patterns across 24 years and multiple sectors.
I've worked across fintech, consumer, automotive, B2B, maritime and government. I've been a researcher, a strategist, a PM, an interaction designer and leader. The design problem was always downstream of something structural. Changing the designer doesn't fix it, changing the conditions does.
Design is brought in too late
By the time design is involved, the problem is already constrained. I work upstream, shaping the problem before solutions are defined.
Ownership is unclear, so decisions drift.
When no one owns the decision, everything slows down. I define ownership so teams can move without escalation.
Teams scale faster than their structure.
At Careem the team had the talent, the structure was the problem. I restructure around accountability. eNPS moved from -24 to +78.
AI is introduced, not integrated
Most teams add AI on top - this is the wrong model. I build it into how the system works, so it changes how decisions actually get made.
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 - Lead Product Designer, 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