My Research Philosophy

Nuha is a User Research Leader with a distinctive background in finance and human-centered design. Holding a PhD in Accounting and Finance as well as a Chartered Accountant designation, Nuha has gained extensive expertise in aligning complex financial systems with user needs and business objectives. Beginning in the world of finance, he developed his skills in accounting, tax compliance, and financial analysis before transitioning to user research, where hos financial knowledge has been instrumental in optimizing financial applications and systems.

Currently, Nuha focuses on integrating AI-driven strategies with user-centered design to develop intuitive and efficient financial tools. His work involves understanding user needs, analyzing complex data, and collaborating with cross-functional teams to deliver impactful solutions. Through qualitative research, data analysis, and AI strategy, Nuha aims to transform financial systems into tools that empower users and support business success.