Experience & Education
Work Experience
10+ years of building products end-to-end, crafting UX and prompts that drive growth.
HRD Corp Malaysia
Current Employer- Certified under Malaysia’s HRD Corp(Human Resource Development Corporation) TTT program, delivering training in AI, design thinking, and digital productivity.
- Develop and conduct HRD-claimable courses for vocational educators and professionals, focusing on AI integration, automation, and creative workflows.
- Collaborate with institutions and corporate clients to design outcome-based learning modules that bridge technology and human capability.
- Training
- AI for Educators
- Learning Design
- Workforce Development
- HRD Corp Certified
- Education
- AI & Automation
- Upskilling
sabriibrahim.com
Current EmployerIndependent
Delivery Hero
- Led the design of ad components on the consumer app, improving discoverability and engagement across global food delivery brands.
- Designed a centralized AI-driven AdTech platform empowering long-tail vendors to create, manage, and optimize campaigns with minimal effort.
- Pioneered an AI-powered marketing automation system that optimized restaurant ad spend and delivered €XXM in incremental annual non-commission revenue through targeted deal personalization.
- UI/UX Design
- Prototyping
- Product Strategy
- User Flows
- Figma
- Spearheaded the end-to-end design of a unified global menu management system serving over 500,000 restaurants, enabling seamless migration of Talabat, Hunger Station, and PedidosYa into one centralized platform.
- Partnered with product and engineering leads to drive a 40-point increase in vendor NPS, improving communication flows, menu update experiences, and mobile usability across regions.
- Defined and executed the product design strategy for menu self-service and quality initiatives — tested and validated with Foodpanda before scaling across Delivery Hero’s global markets.
- Product Design
- UX Strategy
- Data Analysis
- Cross-Platform Design
- Prototyping
- Figma
- Self-Service Design
Vara
Zinier
Grab
- Led design for driver marketplace experiences, improving acceptance and reducing cancellations through Gems and Team Missions.
- Launched Grab Challenges across all markets, driving sustained engagement and retention among driver-partners.
- Increased ads-driven EBITDA by empowering long-tail merchants to advertise on the Grab platform via self-serve tools.
- Product Design
- UX Strategy
- Incentive Systems
- AdTech
- Experimentation
- Cross-Market Collaboration
- Sketch
- Framer
- Designed and launched the Unified Incentives Platform, optimizing supply utilization and earnings transparency for millions of drivers.
- Created Driver Heatmaps and Location Insights, enabling smarter decisions and better alignment of supply and demand.
- Served as a core contributor to Grab Design System (GDS), maintaining consistency and scalability across platforms.
- Design Systems
- UX Strategy
- UX Research
- Interaction Design
- Product Analytics
- Sketch
- Framer
- Improved passenger match rate by 18% and reduced driver cancellations by 34% through a redesigned booking experience.
- Scaled onboarding 5x via a new online driver-onboarding platform adopted region-wide.
- Created and launched GrabChat, reducing cancellations and strengthening driver–passenger communication.
- Mobile UX
- Onboarding Experience
- Interaction Design
- Conversion Optimization
- Built and maintained regional MyTeksi websites across six countries in Southeast Asia.
- Developed Share My Ride, a passenger safety feature enhancing trust and transparency.
- Created internal booking tools that improved operational efficiency for support teams.
- Front-End Development
- JavaScript
- PHP
- HTML/CSS
- UI Implementation
- Responsive Design
- Ruby on Rails
