Hello 👋🏽 — I'm Alaa (he/him), a product design and technology leader based in Seattle via New York, Stockholm, Montréal, and Casablanca.
Over the past 18 years, I've driven innovation and creative excellence, turning ideas into meaningful products and experiences people love. With hands-on experience, an approach rooted in research and a love for bridging modern technology and culture, I have led and inspired teams to create across various mediums for some of the world's most influential brands and artists.
I am currently consulting with Yuga Labs on design and innovation, helping define a vision for new products that build culture on the blockchain. My experience also includes building a product design team from the ground up at Dapper Labs, bootstrapping a fitness startup called Dance Church GO, and developing bold new shopping experiences for Amazon's Concept Lab.
Head of Product Design
2022As Head of Product Design, reporting to the Chief Product Officer, I worked primarily with
Co-Founder & CEO
2021 - 2022
Dance Church Go
Co-Founder & CPO
2020 - 2021At the onset of the COVID pandemic, I helped transform a niche, in-person fitness class into a high-growth, venture-backed virtual fitness startup. Initially bootstrapped over a weekend, with 5000 people tuning in, the product has garnered organic growth and attention from the likes of The New York Times, Forbes and
Principal Product Designer, Concept Lab
2016 - 2020The Concept Lab defines future opportunities and big bets for Amazon, typically looking 3 to 5 years ahead. As the Principal Designer, with visibility from VP's and SVP's, working closely with leaders across various organizations, my work included identifying opportunities, defining visions, designing, prototyping, and launching experiences to millions of customers worldwide. I also developed tools, best practices, and processes that helped scale product design and innovation throughout the company.
Creative Director & Technology Director
2011 - 2016As one of the first interactive hires, I helped Digital Kitchen transition into a full-service integrated creative studio while leading the technology team across 4 offices. I led creative projects across several mediums: web, installations, events, film, and more. Additionally, I led our R&D effort resulting in the creation of numerous acclaimed products, services, and experiences such as
2007 - 2011During what is often referred to as the golden era of the internet, I worked at one of the top agencies in the world, B-Reel, across offices in Stockholm, New York, and London. I designed and built numerous award-winning immersive campaigns for brands such as Google, Nike, Doritos, Axe, and Nokia.
2005 - 2007I started my career in Montreal at Sid Lee where I created video-forward, immersive experiences for brands such as Adidas and MGM.
I have led lectures and workshops on design worldwide, including in front of 5,000 people at
I have served and supported several non-profit boards. I am currently a board member of the
My work has won notable industry awards, including Cannes Lions, One Show, Webby, SXSW, and FWA. It has also been featured in publications such as The New York Times, The Verge, and Vice Magazine.
I have deep expertise in Web3, and I am entrenched in the space. I'm also a member of
I have been tinkering, making, designing, and coding experiences on the internet since 1996.
I have lived and traveled around the world and speak four languages.