MRM//McCann. As an established CX practice, the agency hired me to transform it into a product design practice and lead fintech client work.

Experience Design Director, 2024

Website
Brand
Product

MRM//McCann is a global direct/digital marketing agency. I was one of their 2 experience design directors, reporting to their global director.

Halfway between Design and Creative Director, I directly led a team of 6 designers, plus freelancers, while co-leading project teams of 20+ cross-functional members.

MRM managed a set of global accounts, but designers were overstretched and lacked product coaching. Clients like Mastercard and Zurich were seeking deeper expertise in product design, strategy, and AI customization, while Al-Futtaim needed a full corporate identity refresh.

Internally, the organization lacked consistent rituals or fluid staffing strategies, and modern UX practices conflicted with old school CX. The word was process updates, team cohesion and improving client trust.

We delivered strategic design support for Mastercard’s B2B security products, built internal tools and insurance calculators for Zurich, and redesigned Al-Futtaim’s corporate identity and online presence with branding and social specialists. I introduced new routines to connect our offices, brought Jitter into our prototyping workflow, and improved our user research practice with AI automation.

These changes made research more agile, increased transparency in staffing, and equipped the team to better apply product design methods and navigate AI-driven transformation for clients and their customers.

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