Designing a shared foundation for government services
I shaped reusable portal patterns and responsive layouts, and was the sole designer for Dubai AI.
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I design AI experiences that put people in control
I'm Peter Shalaby, a Principal AI Digital Experience Designer. Currently designing AI as a Service and enterprise workflows at Columbus Digital. Previously Digital Dubai, Vodafone and NASDAQ.
I'm Peter Shalaby, a Principal AI Digital Experience Designer. Currently designing AI as a Service and enterprise workflows at Columbus Digital. Previously Digital Dubai, Vodafone and NASDAQ.
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Making a city's services easier to navigate
I facilitated service categorization and shaped an accessibility-focused homepage for Dubai.ae.
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Making lead progress visible to requesters and providers
I designed the B2B lead journey, with clear lifecycle stages and expanded status information.
Read case studyTransitioning into a builder
Products I design and build end to end with AI and code.
From experience strategy to delivery
Make services easier to navigate
Research, card sorting, journey mapping and session replays to find where people get stuck, in Arabic and English.
Build design systems teams reuse
Two Figma design systems and a unified government system across 50+ entities, with tokens, documentation and implementation reviews.
Design AI experiences people trust
I lead AI product UX from discovery to pilot: recommendations, consent, permissions, human review and error recovery.