The Call

The Call set out to build an AI-first prayer app: a consumer product in a space where design sensitivity and trust matter as much as engineering. The company was registered in London with leadership in Dubai, and the engagement began remotely, as a contractor.

The role ended up owning the product end to end: the mobile app's UI/UX design, the technical roadmap that took the concept to a buildable plan, the website, and the user research, surveys designed to test what the audience actually wanted rather than what the founding team assumed. When phase two moved to an outsourced design team, the role directed their work against the roadmap. On the commercial side, the role negotiated and signed the app's first brand ambassador partnership. Eleven months after starting as a contractor, the role became co-founder and COO, its scope having grown to match the accountability already carried.

An AI product owned across every layer that matters: research, design, roadmap, delivery, and the commercial deals around it.