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 • Dubai
I lead design orgs that turn ambiguity into products used by 70M+ people.
My career
I ship products, build orgs and lead
transformations. Never stepping
away from hands-on delivery.
70M+
People using productsI've shaped
-24 to +78
Design team eNPSscore transformation
57%
Reduction in supportcontact rate
5 days
AI concept to delivery,down from 28
What I've shipped.
Super apps and marketplaces
Product ecosystems, mobility, payments, subscriptions and multiple business verticals.
Careem · The AA
Digital payments & finances
Consumer payments, regulated products, e-invoicing, Careem Pay's first $1B in volume.
Casim · Careem · YTree · Pace · Aviva
Enterprise platforms
Complex products connecting customers, internal teams, operations and legacy systems.
90POE · The AA · Pace · iDirect
AI-native products and systems
Conversational UI, Agentic workflows, Human-in-the-loop design, AI-assisted research.
Careem · Casim · Pace · The AA · YTree
Government and public services
Services shaped by policy, accessibility, operational constraints and diverse public needs.
iDirect · 90POE · Casim · Digital Catapult
Research-led transformation
Reframing the problem, changing product direction and influencing organisational decisions.
Casim · 90POE · Simply Business +5
Currently building
New venture
The highest-performing organisations won't have more AI. They'll have better judgement.
An AI-native operating system for product delivery.
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.
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
Different sectors. The same problems keep slowing teams down.
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 - 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