I’m a Digital Product Manager with a background in UI/UX and digital product design, working across strategy, discovery, requirements, design, development and product delivery.
Lama Al Adham
A selection of products where I worked across strategy, experience and execution.
01Website Revamp · Digital Product
One of the most visited destinations in the world needed a website that matched the scale and quality of the place itself.
02Loyalty Mobile Application
U by Emaar connects rewards across Emaar’s hospitality, retail and entertainment brands in one loyalty app.
03Website & Booking Experience
Dubai Opera’s website is where audiences discover performances and book their seats.
05Mobile Application · Digital Experience
Emaar One is the customer app for Emaar homeowners and residents.
07Brand Identity · Creative Direction · Website
Scope Hauser is a premium real estate brand I built from the ground up.
I work across the full digital product lifecycle, connecting business requirements with design, development and delivery.
01
Business stakeholders
Align goals, scope and success metrics; keep decisions transparent.
Designers
Frame problems, review flows and protect the customer experience.
Developers
Translate requirements into clear stories, unblock and trade off together.
QA
Define acceptance criteria, triage defects and own UAT readiness.
Marketing & Ops
Plan launches, enablement and post-release monitoring.
“Great products happen when business goals, customer needs and technology meet.”
My role is to bring those perspectives together — translating business goals into clear product requirements while protecting the customer experience throughout the entire product lifecycle.
My background in UI/UX taught me to understand products from the user’s perspective. Today, that design foundation helps me make stronger product decisions, communicate more effectively with designers and developers, and translate business requirements into experiences that are both usable and achievable.
I don’t see design and product as separate disciplines. For me, good product management means understanding the business need, the user experience and the realities of delivery at the same time.
Product Management
Jun 2025 — Present
Emaar · Dubai
Take digital products from business requirement to release: requirements, UX/UI, Jira, development coordination, QA sign-off, security assessment and launch.
Design Leadership
Jun 2025
Emaar IT · Dubai
Led 10+ designers across 4+ product squads and owned delivery of AI-powered and enterprise products across web, mobile and kiosk.
UI/UX Design
Jan 2025
Emaar · Dubai
Designed digital experiences across Emaar’s products, working closely with business, product and engineering teams.
Brand Strategy
Jan 2025 — Present
Scope Hauser Real Estate · Dubai
Built a premium real estate brand from the ground up: positioning, identity, messaging and go-to-market campaigns.
Customer Experience
Jul 2024 — Jan 2025
Aspidex · Dubai
Owned discovery through delivery for enterprise clients including Intratomics and the Khalifa University Intranet Portal.
UI/UX Design
May 2023 — Jul 2024
Digital Lab · Dubai
Led UX for government and enterprise products: Dubai Public Parks, Dubai Police, Masar and HRRC.
Brand & Digital
Oct 2022 — May 2023
Ellington Properties · Dubai
Brand guardian across marketing, digital products and experiential channels for a premier boutique property developer.
Brand & Digital
Oct 2020 — Jun 2022
Equiti Group · Jordan
Brand and digital design across marketing channels and digital products for a global fintech group.
Foundations
Jul 2017 — Sep 2020
C-Products · Jordan
Grew from design into marketing ownership, including designing the website and online store to support online sales.
Based in DubaiMy background began in visual and experience design, which taught me how deeply product decisions affect human behavior.
Today, I work beyond the interface — translating business requirements into product strategy, defining requirements, working with designers and developers, managing delivery and ensuring products create both customer and business value.
Creativity doesn’t stop when I close Figma.
