I write the words people read while they’re trying to get something done.

I’m Hadeel, a UX writer and content designer based in Dubai. I’m currently UX Copy Lead at Emirates NBD, where I lead UX writing across the bank’s digital products and its Arabic localization.

I’ve been writing professionally for seven years. I started with websites: guides for international students, pages for insurance brokers, hotel campaigns, real estate explainers. Writing for search taught me to start from what people are actually looking for. Product writing asks the same question at a smaller scale, one button at a time.

How I think about the work

Words are part of the interface. If a screen needs a paragraph to explain itself, the problem usually started before the copy, so I like to be in the room when flows are designed, not handed screens to fill.

I write English and Arabic as two first languages. Arabic product copy has its own rules, its own banking terminology and its own layout problems, and it deserves the same attention as the English. My degree is in English literature and translation, which is exactly why I don’t treat translation as enough.

And I like leaving things behind that make the next screen easier: style guides, shared copy libraries, patterns a whole team can use.

Who I work well with

Product teams building things where clarity has consequences: banking, fintech, insurance, travel, anything with forms and decisions. Designers who want a writer early. Teams launching in Arabic who want it to feel native.