LUKE DACEY • HEAD OF DESIGN
I help organisations turn ambiguity into products people love using.
Ex Careem, currently VP of Design at Casim, building an AI-native eInvoicing platform.
What sets Luke apart as a leader is his ability to combine vision with collaboration. He communicates ideas with clarity and passion, bringing others on the journey and motivating them to raise their own standards.
Jay Tulloch - Head of Platform Design, Careem
WHAT I BRING IS SIMPLE…
From founder-led startups to global platforms like Careem, I combine deep hands-on design across every UX discipline, with the leadership experience to make it scale.
PRODUCT DELIVERY IS CHANGING
Most teams are experimenting with AI. I’m building it.
— Demo coming soon —
THE STRATEGIC SHIFT
The last year has changed how I build products. I’ve been developing an end-to-end AI-driven system for product teams that spans strategy, research, design, and delivery.
It’s not another template pack. It’s a practical way of working that:
Moves design upstream
Dramatically reduces waste and rework
Uses AI (Claude, Cursor, Figma Make, etc.) intelligently without losing human judgement
Makes high-quality output faster and more predictable
SELECTED WORK
Where I’ve defined product direction, built zero to one, or changed how teams operate.
CAREEM • UBER • MENA
A core product at scale, where broken flows cost users and revenue.
12% – Increase in rides completion
23% - Fewer driver related cancelations
95% - CSAT scores improved
CASIM • FOUNDING • MENA
Defined product direction, operating model & secured the first early adopters.
9 months - Zero to market-ready
5 early adopters - Secured through strategic positioning
Strategic playbook - Built and used from day one
THE AA (AA-X) • 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
CAREEM • GLOBAL HEAD OF DESIGN • 70M+ USERS
40+ designers across 10 verticals, shipping fast with no shared direction.
24 to +78 - 102 point eNPS improvement.
300% - Improvement in team satisfaction.
40% - Increase in early stage design involvement
HOW I LEAD
I don’t manage people, I manage the conditions around them.
I’ve hired, promoted, restructured, and transformed design organisations. I’ve managed exits, rebuilt operating models, and taken eNPS from -24 to +78.
But the part I’m most proud of is still the craft: designing flows that reduce cancellations by 23%, building wallets people trust with their money, turning complex financial projections into experiences high-net-worth clients actually use.
Leadership, for me, means protecting the quality of the work and the people doing it.
Clear direction, honest feedback, no surprises
Create the conditions for good work. Clarity on the brief and protection from noise.Honesty and transparency as standard
I stay close to the work. When something isn't working I say it early. When it is, I say that too.Air cover without isolation
Clear ownership, honest feedback, no surprises. The teams I've built keep delivering at scale.Freedom within a framework
Strong opinions on direction, clear ownership, then genuine autonomy on execution.
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
