Helping startups to scale 🦄 ✦ Driving Halo Lab 7 → 8-figures ARR & having fun ✦ Founder with Design in ❤️

I run Design & Tech Agency helping brands become TOP 1%.

✦ $530 M raised + 9-figure exits by client startups 
✦ 500+ projects delivered
✦ 99+ international awards
✦ 4.9 / 5.0 average rating on Clutch from 80+ verified reviews

This is a real impact in numbers.

—

Over the past 15 yrs I’ve been shaping digital products and brands for category‑defining companies — from NOKIA and OPERA to high‑growth SaaS and Web3 start‑ups.

My core focus is design leadership at scale: I enter as a strategic partner, craft a vision, and lead multidisciplinary teams all the way from concept to launch.

—

I specialize in:

⤷  B2B SaaS Product Design | Guiding startups and enterprise spin‑ups from 0 to 1 — turning complex tech into intuitive, emotionally resonant experiences.

⤷  High‑Performance Digital Presence | Building conversion‑focused brand websites that turn first impressions into lasting growth.

—

Have BIG idea in mind?
Contact me directly: inquiry@halo-lab.com

Artem Borysenko

But bad UX silently kills revenue, retention, user trust.

How does it look in your product:

❌ Focus on action, not on the result for the user.
❌ Complex password requirements.
❌ Two fields for the email address.
❌ Unclear question & option. 
❌ Annoying captcha.

Why does this matter for founders?
Bad UX = friction.
Friction = drop-offs.
Drop-offs = lost revenue.

Investing in clarity, consistency, and simplicity is a growth lever.

✦ Before spending more on ads, check:

→ Can users complete your core flows in seconds without thinking?
→ Are you showing users what happens next at each step?
→ Is every element earning its place, or just adding noise?

At Halo Lab — Your Digital Partner, we’ve seen micro UX cleanups increase demo bookings, reduce support tickets, and boost LTV.
Because great products don’t just work, they feel effortless.

✦

Want a quick UX audit on your product?
Drop your URL below or DM me.
We’ll send you one actionable UX fix that could move your metrics this quarter.

♻️ Share this to help others build better products.
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Founder @ Halo Lab ✦ Design & Tech Agency Helping Brands Become TOP 1%

Bad UX examples

But bad UX silently kills revenue, retention, user trust.

How does it look in your product:

❌ Inconsistent UX writing.
❌Too much content, perceived as overload.
❌Linear progress bars aren’t mobile-friendly.
❌Overloaded layout that pulls attention away.
❌ Key details are hard to spot, and the offerings feel like a maze.

Why does this matter for founders?
Bad UX = friction.
Friction = drop-offs.
Drop-offs = lost revenue.

Investing in clarity, consistency, and simplicity is a growth lever.

✦ Before spending more on ads, check:

→ Can users complete your core flows in seconds without thinking?
→ Are you showing users what happens next at each step?
→ Is every element earning its place, or just adding noise?

At Halo Lab — Your Digital Partner, we’ve seen micro UX cleanups increase demo bookings, reduce support tickets, and boost LTV.
Because great products don’t just work, they feel effortless.

✦

Want a quick UX audit on your product?
Drop your URL below or DM me.
We’ll send you one actionable UX fix that could move your metrics this quarter.

♻️ Share this to help others build better products.
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Most companies still treat a design system as a visual asset.

In reality, it behaves more like infrastructure.

It's a one-time capital investment that reduces operating costs across every product, every release, and every team.

Here’s where the real financial return shows up:

1. Reduction of duplicated efforts across teams.

When teams reinvent or create their own designs for elements like spacing, colors, states, or micro-interactions, they incur the following new costs: a new desig, codebase, QA.

With a standardized token system, there is no longer any need for this cycle to occur. 

2. Component scalability across product portfolios.

A system built for a suite compounds value:
Build once → reuse for every new feature → reuse for every new product.
This is how product orgs cut delivery time by 20–40% without adding headcount.

3. Patterns decrease cognitive load and time spent deciding.

Standardizing onboarding, dashboards, permissions, navigation, or error states will eliminate debate about core design principles among teams. Instead, team members will spend more time identifying the activities that will result in increased KPIs.

4. The cost of change decreases dramatically.

With no design system: A rebrand, accessibility update, or micro-interaction change triggers weeks of redesign and recoding..

With a design system: Update the source → every product updates automatically.

✦

A strong design system improves:

- Time to market.
- Cross-platform trust.
- Developer throughput.
- Conversion and activation.

✦

Build your design system for the next three products you launch. 
You will begin seeing returns on your investment in the early years.

🔔 Follow Artem Borysenko for more updates!

Therapy of the future: how we helped ensure a better patient experience by updating the design of the myReha digital platform.

myReha, created by nyra health, is a digital neurotherapy platform that helps stroke survivors and patients with neurological conditions continue recovery.

When the nyra health team, led by Mario Zusag, reached out, they had a clear goal: make the platform more consistent, intuitive, and scalable without disrupting what patients already loved.

The challenge?
Functionality was not consistent across devices, resulting in multiple users experiencing friction accessing the platform and seeking simplicity and reassurance.

So, we focused on what truly matters in healthcare design: clarity, confidence, and care.

1. We unified card designs for consistency.
2. Clarified CTAs for premium upgrades.
3. Improved streak and progress screens.
4. Optimized dashboards and navigation for clinicians and patients alike.

The Halo Lab — Your Digital Partner team fine-tuned the system to ensure it could scale fast and support nyra health’s insurance readiness and market expansion while staying deeply patient-centered.

Huge thanks to the nyra health team for trusting us with such meaningful work.

✦

If you’re building a product that redefines how patients heal, we’d love to help bring your vision to life.

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Case Study

That’s the moment most brands lose people.

In that split second when something just feels off.

You’ve felt it too.
Website that looks polished but somehow doesn’t feel real.
The words are there.
The design is fine.
But it doesn’t connect.

That’s a trust gap.
In those first few seconds, visitors are quietly asking:
→ “Is this for people like me?”
→ “Do they actually understand my problem?”
→ “Can I explore without being sold to?”

If your homepage doesn’t answer those fast, even a great product starts to feel risky.

The fix isn’t louder headlines or flashier visuals.

It’s smaller, more human details:
1. Clear language that sounds like something you’d actually say.
2. Honest proof that real people built this, not a faceless company.
3. Calm, confident design that gives users room to breathe.

Trust doesn’t start with “we’re the best.”
It starts with “we get you.”

♻️ Share this to help others build trust with customers.
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Homepage Psychology

You can hire a designer.

Or you can hire a design brain.

One gives you beautiful screens.
The other gives you a product that thinks.

When you hire a single designer, you get skills.
When you hire a team that works as one brain, you get experience that compounds.

At Halo Lab — Your Digital Partner, our teams don’t work in silos.
The UX researcher sees what frustrates users.
The product designer connects it to business goals.
The UI designer turns it into clarity and trust.
The developer translates it into something fast and functional.

Each person covers a blind spot the others can’t.
And together, they don’t just design, they solve.

That’s the difference between design as a task and design as a system.
Between a pretty interface and a product that scales, converts, and feels effortless to use.

When founders realize this, everything changes:

1. They stop hiring portfolios.
2. They start hiring thinking systems - teams that anticipate problems before they appear, align design with ROI, and build products that last.

If you’re scaling your product, don’t just hire a designer.
Hire a brain that’s trained to think like your users and build like your business depends on it.

🔔 Follow Artem Borysenko for more updates!

I audit real websites. I show what’s broken.

I explain why it doesn’t work.
And I give fixes you can apply today.

These are to help YOU avoid the same mistakes.
Every carousel = free consulting.
If you take the time to apply the lessons, your site will convert better.
Guaranteed.

In each post, you'll find:
✅ Conversion blockers you might not see.
✅ Layout tweaks that improve clarity.
✅ Real examples of what not to do.
✅ UX advice backed by data and practice.

✦

New audit just dropped.
Go through the carousel.
Steal what works.
Fix what doesn’t.

And if you want your site reviewed next:
Comment “ROAST ME” below.

Let’s build stuff that sells. Not just looks good.

♻️ Share this to help others design better webpages.
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Website roasting

Helping people move better shouldn’t feel complicated. 

That’s what makes Rytmo such a powerful idea.

When the Rytmo team first shared their vision, it was inspiring.

They were building 

- A way for people recovering from injury or training with a specialist to feel guided, not overwhelmed.

- A way for coaches and physiotherapists to finally track movement in a way that feels intuitive.

- A way for patients to feel progress, not pressure.

Our role at Halo Lab — Your Digital Partner was simple in intention but meaningful in impact:

1. Turn complex motion-tracking technology into a visual language anyone can understand.

2. Design an interface that supports both ends (the patient and the specialist ) without friction.

3. Create a unified UX that reinforces trust, motivation, and confidence with every action.

We redesigned flows so users never feel lost.
We shaped progress screens that celebrate even small wins.
We built a design system flexible enough to scale as Rytmo grows without ever losing its gentle, supportive core.

Huge thanks to the entire Rytmo team for trusting us with something this important.

Your commitment to building a better experience for patients and specialists is real, rare, and deeply needed in the industry.

✦

If you're building something meaningful in healthtech - a product that helps people feel safer, stronger, healthier - we’d love to collaborate.
Let’s create the next story together.

♻️ Share this to inspire others.
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Most founders think onboarding is just a checklist.

A few tooltips, a welcome email, maybe a product tour.

Big mistake.

First 7 days don't only determine retention, they forecast lifetime value.

The best products don't "teach" features. They create habits.

Here is what distinguishes your high-LTV onboarding from the rest.

1. Show value quickly.
Don't explain — show. 
Get your users to the "aha" moment in minutes, not days. 

2. Guide behavior, not swipes. 
Organize onboarding around your user's journey, not your feature tree. 
Day 1: Solve a problem. 
Day 2: Build context. 
Day 3+: Reinforce success and add proof.

3. Make it personal. 
A marketer ≠ an engineer ≠ a founder. 
Ask one smart question, customize the flow, and you can expect 25-50% higher activation.

4. Build habit loops. 
Cue → Simple action → Instant reward. 
“Don’t lose your progress” is always better than “Complete your profile.”

4. Measure what matters. 
Forget “onboarding completed.” 
Measure: 
• Time to first value.
• % of users hitting core action Day 1.
• Retention at Day 3 and 7.

Onboarding is not your tutorial. 
It’s behavioral design. 
And as soon as you start to treat it that way, your retention will improve, as will your revenue.

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Good interfaces are built for humans with roles, moods, habits.

And most “design rules” don’t cover that part.

Here are the non-obvious principles we now swear by:

1. Design for roles.

An operator, manager, and analyst can see “the same tool” but they are living three different narratives.

2. Tell a story.

Good UI behaves like a scene in a movie: each frame indicates, “Here’s what happens next.”

3. Simplicity isn’t minimalism.

It’s knowing what to conceal. A complex system should feel simple, even if it is not.

4. One action per screen.

Every screen should answer one question. The moment users have to pause, you’ve lost the moment.

5. Adapt, don’t copy.

There is no “best practice” for everybody.
A healthtech dashboard and a crypto wallet shouldn’t look/feel the same, and that’s a feature not a flaw.

6. Accessibility is a growth strategy.

It’s how you earn trust and give access to the people your competitors are forgetting.

The best interfaces don’t impress. They disappear.
You’re not noticing them because they are busy making you feel capable.

What was the last interface you loved using is, and why?

♻️ Share if you agree.
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I have looked through hundreds of product interfaces.

And most trust issues come from invisible details that are saying, "We did not care enough."

1. Text locked in images.
It seems nice... until you realize:
Google can't read it.
Screen readers aren't being able to get through it.
It is going to break on mobile.

✅ Fix: Always use proper, responsive HTML text overlaid on visuals. That communicates quality and care.

2. Stock photos with zero context.
If your visuals could go on any website, they shouldn't be on yours. 
People simply don't connect with "perfect smiles" and "handshakes in glass offices."
User's even notice when an image doesn't match what they are viewing.

✅ Fix: Use visuals with your product, actual people or even simple, authentic brand illustrations. Authenticity scales better than aesthetics.

3. Inconsistent spacing.
Uneven padding. A headline that is floating. Tight corners next to wide gaps. Users may never name the issue, but they feel it.
That feeling? Uncertainty. And uncertainty is lethal when it comes to conversion.

✅ Fix: Use a modular grid and consistent spacing system. Regular rhythm = subconscious trust.

What’s the smallest design detail that instantly makes you lose trust in a product?

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Guess which of our projects gained more views?

Drop A, B, C, or D in the comments.

But don’t just guess. Consider:

🔹 What details stand out? 
🔹 Which design feels more refined? 
🔹 What makes one stronger than the other?

This isn’t just a fun test.
It’s how you train your creative judgment.
The more you analyze, the faster you recognize what works.

A, B, С, or D? Drop your guess below! Let’s level up together.

The best design

Most founders struggle to explain their product in 10 sec.

And that’s usually why people forget it.

Founders jump into features, tech, or long backstories.
But the products that stick are the ones described with immediate clarity.

After helping dozens of teams simplify their pitch and homepage messaging, here are 3 frameworks that consistently work:

1️⃣ The “Movie Trailer” Line.
Hit emotion + problem + solution in one shot.

Structure:
“We help [audience] solve [problem] through [unique solution].”

Example:
 “We help remote teams brainstorm faster with an AI whiteboard that auto-organizes ideas.”

This gives people the whole story instantly.

2️⃣ The “Six-Second Test”. If you can answer these in one tight sentence, you’re done:
• Who it’s for.
• What it does.
• Why it’s different.
• What problem it solves.
• What outcome it creates.

Example:
 “For busy parents, our app plans healthy meals automatically — saving hours and reducing food waste.”

3️⃣ The “Anchor to the Familiar.”
When something is new, you need a shortcut.

Structure:
 “It’s like [familiar thing], but for [your context].”

Example:
 “It’s like Airbnb, but for campers.”
It reduces cognitive load and accelerates understanding.

If someone can’t repeat your product back to you after 10 seconds, you don’t have a messaging problem, you have a clarity problem.

What’s your 10-second product explanation?

♻️ Share if this helped.
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Last week, I tried to book a demo of a new tool.

Those 20 seconds told me everything.

Product UX failed here.
I scrolled twice. 
Clicked the wrong button. 
Didn’t find clues.
And gave up.

Review your product like a first-time user.

And try to fix UX issues.

1. Watch the heatmaps.
When a user pauses, backtracks, or clicks twice, that’s a red flag.
Confusion shows up in body language before it shows in analytics.

2. Check forms first.
Long fields. Missing confirmations. Mobile layouts that break.
Forms kill more conversions than bad marketing ever will.

3. Scan for “dead weight.”
Buttons nobody clicks. Copy nobody reads. Features nobody touches.
If it doesn’t guide the user forward, it’s friction.

4. Run 10-minute heuristic checks.
Navigation, readability, error states, consistency.

These basics sound boring, but they fix 80% of user frustration.
You don’t need a 3-month research sprint to uncover UX flaws.
You need sharp eyes, real users in mind, and the discipline to ask:
“Where does this experience break trust?”

♻️ Share this to help others avoid UX issues.
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 How to find UX problems

“$5K for a full app” should set off alarm bells.

I’ve seen founders get burned by quotes that sound too good to be true.

And here’s the reality: they usually are.

A credible app budget runs anywhere from $50K–$250K+, depending on scope and complexity. 

At $5K, what you’re really buying is a prototype, a landing MVP, or a template, not a production-grade product.

The hidden costs show up later:

✦ No discovery → scope creep and endless change requests.
✦ No QA → your users become the testers.
✦ No maintenance plan → apps break as OS versions and APIs update.
✦ No IP clarity → some “cheap shops” keep the repo keys, locking you in.
✦ No security → exposing you to compliance fines or breaches (the average costs $4.9M globally).

So what does a serious proposal include?

1. Discovery: user flows, integrations, edge cases.
2. Delivery plan: milestones, QA, release strategy.
3. Security & compliance baked in.
4. Ongoing ops & maintenance plan.

🚩 If a vendor quotes $5K for the whole thing, don’t think “deal.” 
Think “demo.”
The real bill will come later, in rewrites, downtime, or lost trust.

The smarter play: if budget is tight, scope a small, clear MVP with defined limits and a real path to production. 

That way, your “cheap” start doesn’t become an expensive rewrite.

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What founders actually need from a design partner.

Across many startup projects, one pattern is clear:

Founders don’t need resources.
They need a partner with a product mindset.
That team will give you clarity, speed, and traction.
Let’s look at the difference.

1. Designers make wireframes.
Product thinkers define outcomes.

2. Designers ship features.
Product thinkers shape systems.

3. Designers follow tasks.
Product thinkers challenge assumptions.

4. Designers deliver visuals.
Product thinkers deliver clarity.

5. Designers optimize screens.
Product thinkers optimize revenue.

A design partner shouldn’t just make your product look good.
They should make your business stronger.
Because the right partner doesn’t just design interfaces,
they help you think, operate, and grow like a product company.

✦

If you’re scaling and you need a dedicated team that thinks like your co-founder, not your vendor, let’s talk.

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The plan is clear, the prototype is exciting.

But there’s a quiet signal that something is wrong.

Because the MVP shape is wrong.
Too frequently, MVPs wind up created as demos.
They’re polished enough to show, broad enough to dazzle users, and thin enough that they can’t generate persistent, repeatable value.

Here’s the shift that will actually move the meter: An MVP is not the smallest version of your product. It is the smallest engine of recurring value.

That distinction forces you to ask:

1. What is the one capability users must succeed at?
2. What must be there so the system works without us holding it together manually?
3. What closes the feedback loop, not just opens it?

When you design an MVP from that perspective, you start developing outcomes:

✔ Clarity on measurable value.
✔ One solution for users with or without you.
✔ One core workflow that gains repetitive usage.
✔ Just enough automation to avoid operational drag.
✔ One feedback loop where you learn every time - how to scale.

This is how products gain traction early.
Build the smallest version of your value engine.
That’s the MVP you actually need.

♻️ Share this to help others create MVPs.
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The MVP You Actually Need

The hardest thing about building an AI product is getting people to trust what it does.

You can create a great model all you want, but as soon as users feel the slightest bit of uncertainty, they are going to ponder, hesitate, and leave.

When founders build trust into the product experience, three things happen fast.

1. Users stop second-guessing and start exploring. First session activation goes up because they understand the what and whys.

2. Every click of trust compounds itself into usage, retention, and upsell. Without trust, the best AI feature will remain unused.

3. You do not have to wait for product market fit to learn how users actually feel. Trust patterns can save you weeks of guessing, and reduce the launch chaos.

4. Transparent UX with design-based trust cuts confusion before it even reaches support. No more "I am left wondering why it said that?" tickets or bad reviews for hallucinations.

Most AI products are built for power. 
The real winners are built for confidence.

✦

At Halo Lab — Your Digital Partner, we help founders design AI products users trust enough to actually use and pay for.
If that’s the stage you’re at, let’s chat.

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Design Patterns For AI Interfaces

“How much does a website cost?”

Everyone loves the safe answer: “It depends.”

But that doesn’t help when you’re budgeting, forecasting, or explaining ROI to your board.

So here’s a straightforward breakdown.

1️⃣ Landing Page.
$1,000–$5,000
A single, conversion-driven page. Perfect for launches or campaigns.
Simple structure but every word, interaction, and visual must earn its place.

2️⃣ Small Business Website.
$5,000–$15,000
Usually 4–6 pages: Home, Services, About, Contact, and maybe a Blog.
You get custom branding, clean UI, and a structure that builds trust fast.

3️⃣ eCommerce Website.
$25,000–$100,000
Product listings, filters, navigation logic, checkout systems, mobile optimization.
At this tier, UX becomes critical because every friction point = abandoned carts.

4️⃣ SaaS Marketing Website.
$75,000–$300,000
Your website becomes part of the product experience.
It must tell your story, guide users to demos, handle content, and match your product’s design language.

5️⃣ Enterprise Website.
$20,000–$100,000+
Think of it as a digital ecosystem:
Dozens of templates, multilingual support, role-based navigation, integrations, governance rules.

The real question isn’t the price.
A website is your 24/7 sales team.
If it doesn’t convert, educate, or build trust, the real cost is the revenue you’re not capturing.

So instead of asking: “How much does a website cost?”
Ask: “How much is a weak website costing me every month?”

♻️ Share if this helps someone price smarter.
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Every product fosters feelings.

Slack develops curiosity (you check threads). 
LinkedIn develops affirmation (you observe reactions). 
Airbnb develops trust (you reside within somebody else's space). 
Uber develops control (you follow the car, the route, the pricing).

The emotional loop your product supports, becomes the habit that makes users return - or leave.

And here is where many teams miss.
Your design doesn't just support feelings. It influences them.

✦

For every engagement, a micro-feeling is triggered - frustration, relief, pride, fear. 
These micro-feelings accumulate into a memory. 
Then memory drives retention.

Behavioral design studies confirmed that:

✦ Positive feelings (clarity, control, competence) are proven to increase engagement by 30-40%.

✦ Unresolved frustration (human error, waiting, loss of context) is the leading cause of churn within SaaS and consumer apps.

So when your UX creates anxiety (loading uncertainty, unclear steps, overwhelming dashboards) - the user has accomplished their task, but subconsciously will avoid returning.

Ways to audit emotional design in your product.

1. Avatar: the emotion you want your users to feel. (Do you want them caring, empowered, energized, etc.?) 

2. Map the emotion to each interaction. For every step: "What is this moment teaching?" 

3. Test the users' reactions, not just the usability. Record facial expressions or tone, or even keywords in a survey, after each interaction. 

4. Design feedback loop(s)- use motion, microcopy, timing, etc. to bake in positive emotions in the experience.

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The HR Sisters Podcast

The HR Sister's Podcast is UAE's 1st HR Podcast aimed to empower Global businesses expanding to the UAE & local SME business owners to:
- Ensure compliance with local labour laws
- Build High-Performing Teams 
- Create positive employment experiences 
- Increase profitability

We bridge the gap between compliance and culture, helping leaders navigate UAE HR landscape while building engaged, high-performing teams across generations and backgrounds.

Our mission is to deliver actionable insights and expert advice on HR practices that drive business success in the UAE.

Our podcast combines expert interviews, case studies, actionable tips & success stories from real business owners, making it a valuable resource for entrepreneurs.

We want to ensure every employee feels valued, heard, and motivated to contribute their best in a thriving, multicultural business environment.

Podcast Host | UAE's 1st HR Podcast

S&K HR Consulting

S&K HR Consulting is an award-winning boutique firm with over 45 years of experience across the GCC.

We support UAE-based businesses and international companies setting up in the region by building strong HR foundations that mitigate risk and drive sustainable growth.

Our senior HR team combines strategic insight with operational know-how, offering hands-on expertise across industries and business stages. Whether you’re starting up, scaling, or streamlining, we guide you through every step of the employee lifecycle.

From HR setup and compliance to recruitment, performance management, and HR outsourcing, our services are tailored to your business goals—keeping you compliant, agile, and future-ready.

With offices in Abu Dhabi and Dubai, we support clients across the UAE and GCC, including those established in both Mainland and Free Zone jurisdictions.

Keep Learning with S&K
📌 Weekly Videos
📌 Monthly Podcast
📌 Monthly Blogs
📌 Free HR Resources

Managing Partner

Brainz Magazine

https://www.brainzmagazine.com/post/journey-from-corporate-leadership-to-pioneering-hr-solutions-interview-with-desma-rovina-d-souza

https://www.brainzmagazine.com/post/traicy-revolutionizing-hr-with-ai-inspired-by-a-true-story

https://www.brainzmagazine.com/post/disrupting-hr-s-k-consulting-s-ai-journey-and-its-impact-on-smes

https://www.brainzmagazine.com/post/unlocking-5-secrets-to-keeping-your-top-talent

Executive Contributor

Eyes Open International

Eyes Open International (EOI) is a non-profit group focused on combating human trafficking through empowerment. Based in Cincinnati, USA, EOI consults at various levels of government and develops methods of cultivating resilience, hope, and freedom in vulnerable populations as well as organizes and participates in talks, seminars, group discussions, and special events that promote human trafficking awareness and survivor-led methods.

https://www.eyesopeninternational.org/eoi-announces-desma-dsouza-as-global-outreach-director/

Global Outreach Director (Volunteer Role)

Best Bites UAE

With almost 70K members, Best Bites is the leading food community in the UAE as well as the leading provider of restaurant listings, reviews and incentives across Abu Dhabi and Dubai, with a view to  expanding to the full seven emirates. Through strong digital and social platforms, Best Bites brings people together over food and is an essential part of the food and beverage industry in the UAE.

Account Manager (Volunteer Role)

Explore, Learn & Create

As the saying goes, "Knowing yourself is the beginning of all wisdom". I took this time to re-prioritize both my personal and professional goals and aspirations.

On a professional level, I've embarked of the exciting journey of entrepreneurship and have a couple of exciting projects in the making!

Self Funded Sabbatical

King's College Hospital London

- Designed, developed and led the People Strategy to commission and activate 3 Medical Centres and a 100 bed multi specialty hospital across Abu Dhabi & Dubai
- Led all HR activities for a successful DHA inspection of 2 medical centres and the hospital
- Collaborated with senior leadership to develop strategic goals, policies, and programs that align with business initiatives
- Coached senior leaders and their direct reports on their leadership effectiveness and performance
- Developed business leadership to support of positive employee relations and ensure consistent and unbiased implementation of policies  and procedures
- Led talent review sessions to identify top talent, succession planning strategies and create development initiatives to grow talent
- Led change management initiatives to influence a recognizable shift in culture including creating and implementing change programs, as required
- Measured and analyzed effectiveness of HR to identify opportunities for continuous improvement
- Managed the operational demands of the HR Department to ensure that all activities are clearly defined and communicated to various departments
- Led a team of HR professionals, instilling a culture of collaboration, accountability and transparency, to ensure the highest levels of performance and productivity

HR Director

Cleveland Clinic Abu Dhabi

- Partnered with the Leadership team (circa 45 Directors/Senior Directors) to develop and deliver the people strategy for the business
- Led key HR programs i.e. Performance Management and Engagement initiatives to improve employee  engagement and organization effectiveness
- Led the Talent Management agenda to create robust succession plans 
- Developed first line management to maximize performance and drive effective people solutions and exceptional business results 
- Developed and supported implementation of policies, procedures and employee feedback tools to promote a positive employee relations climate
- Evaluated HR metrics and recommended improvement initiatives to increase organizational effectiveness 
- Led complex cross-functional HR Projects such as HR Communication Re-Branding to deliver the ‘voice’ of HR
- Developed HR team members(UAE Nationals) to become future HR Business Partners

Senior HR Business Partner - Medical, Operations, IT & Human Resources

Etihad Airways

- Single point of contact for 700+ employees across UAE, Manchester & Mumbai
- Developed and delivered People Strategy for the department aligned with the business plan  
- Advised Senior Leadership to promote best HR practice and ensured consistent application of HR policies and procedures 
- Led key organizational development initiatives i.e. succession planning, workforce engagement, change management and continuous improvement 
- Led HR working groups to develop new policies and procedures, process re-engineering to increase operational efficiency, cost saving studies and service improvement initiatives.

HR Business Partner - Direct Sales, Marketing and CRM & Loyalty

Key support to the HR Leadership Team to drive planning and tracking of HR operational activities and special assignments

HR Generalist, HR Leadership Team (HRLT)

• Implemented best practice HR and change management processes to continuously drive HR service improvements increasing levels of employee engagement and retention.
• Analysed business intelligence reports to identify issues and develop recommendations for improvement
• Participated in HR working groups to develop and/or improve HR policy and procedures, operational efficiency and service improvement initiatives
• Established strong and effective working relationships with fellow HR Generalists to ensure consistency, avoid duplication and share expertise

HR Generalist, HR Business Partnership (In-Flight Services)

• Provided specialist HR knowledge and expertise to line managers within the department in the areas of people management, succession planning, employee relations, local employment regulations, corporate HR policies & procedures and ad-hoc HR projects
• Delivered a customer focused, proactive and professional HR service to line managers, with the  goal of maximizing individual, team and organizational effectiveness.
• Ensured that performance management is thoroughly embedded within the business unit 
• Reinforced and role modeled the integration of the EY values into the department, supporting employee engagement initiatives as required

Acting HR Manager, HR Business Partnership (In-Flight Services)

• Built a strong HR  partnership with the department to EY business goals to the department’s functional objectives. 
• Provided a consultancy service to line managers and championed best practice in all areas of policy, organizational structure, performance / productivity, process and people management and development.

HR Officer, HR Business Partnership (In-Flight Services)

• Translated operational objectives and manpower recruitment needs of the assigned departments into recruitment plans to broadly outline candidate sourcing initiatives 
• Managed third party agency agreements and processes 
• Project managed recruitment campaigns both in and outside of the UAE
• Reviewed job descriptions to prepare appropriate competency based questions for interviews  
• Liaised with Line Managers to facilitate professional selection interviews/assessment centers 
• Performed reference checks where required and effectively negotiated contracts with preferred candidates
• Ensured that all necessary recruitment procedures, process documentation and file maintenance are updated and maintained in a timely fashion per departmental protocols.

Recruitment Officer, Cabin Crew Recruitment

UAE's Top 1% HR Creator | Helping international companies set up HR-compliant, people-centric operations in the UAE | Host of UAE's 1st HR Podcast | Follow for insights on HR Best Practices & UAE market entry.

Are you a global business looking to establish a foothold in the UAE? 

Or perhaps you're a local Small Business Owner striving to create a positive, compliant work environment? 

I’m here to help. ✔

✨For Global Businesses Moving to the UAE✨:
Relocating your business to a new market can be complex, especially when it comes to HR and compliance. 

I specialise in helping international companies like yours navigate the UAE's regulatory landscape. 

From setting up a robust HR framework to understanding local labor laws and cultural nuances, I'll ensure your transition is smooth and your business is set up for success from day one.

✨For Local Small Businesses Focused on HR Compliance & Streamlining HR Operations✨:
Running a small business in the UAE comes with its own set of challenges, particularly when it comes to HR compliance and creating a positive work environment. 

I work closely with local business owners to develop tailored HR strategies that not only meet legal requirements but also promote a thriving workplace. 

Whether it's creating a legally compliant Employment Contract, Creating HR Policies & Procedures, crafting your Employee Handbook, implementing best practices, or ensuring full compliance with labour laws, I've got you covered.

My approach is hands-on and detail-oriented, with a deep understanding of the UAE's unique HR landscape. 

Let’s work together to build a compliant, people-focused foundation that drives your business forward.

Also, check out ⬇

👉🏽 UAE's 1st HR Podcast | Unlock HR with the D'Souza Sisters 
      https://bit.ly/4gs2we0

Desma Rovina D'Souza 🎙

Some people don’t quit because the job is hard or pay is low.
They leave because the environment quietly steals their confidence, their spark, their joy.

I’ve seen brilliant professionals walk away from roles most would dream of.
No backup plan. No safety net.
Just a decision to protect themselves, their peace, and their self-worth.

Here’s the truth:
Your best people aren’t chasing perks or titles.
They’re chasing spaces where they can thrive without losing themselves.

And as leaders, colleagues or teammates, we can’t ignore this.
When talent leaves silently, it’s rarely the job that fails them,
it’s the culture and environment we allowed.

Your talent won’t wait forever.
How are you showing they matter right now?


_____________
👋 Hi, I’m Desma and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

I am the most fortunate person I know.
Not because my life has been easy. 
But because every tough moment made me better.

I was never and A-student in school. 
That gave me space to focus on sport and learn to be disciplined.

I was mostly broke throughout university. 
That taught me resourcefulness, gratitude, and how to build something from nothing.

I survived a serious accident (had to learn to sit, stand & walk all over again). 
That reminded me how fragile life is, and how important it is to live with a grateful heart.

I’ve been denied support by people I thought would help. 
That forced me to learn new skills, become more capable, and rely on my own strength.

I’ve hit burnout in my career. 
That pushed me to redefine success and choose a life aligned with my values.

I’ve gone almost broke again as an adult. 
Yet I made the hardest decisions anyway (the ones that scared me) 

I learned that courage grows when you trust the process even when the outcome isn’t guaranteed.

So yes, I am the most fortunate person I know… 
...because every setback was actually a setup.

If you’re going through a tough chapter right now...
Chin up. 
There’s a lesson in this part of your story.

You may not see it yet, but one day you’ll look back and say
"I was fortunate for that too."

Keep going.

_____
👋 Hi, I’m Desma and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

I’ve realised something about myself over the years…
I’m a complete learning junkie.

Not just the “consume information endlessly” kind…
… but the “learn it, test it, apply it, and hold myself accountable” kind.

Every year, without fail, I set goals across four areas that matter most to me: Health.
Abundance.
Career/Business
Personal Growth.

And then I … project-manage myself. 😂
Yes, spreadsheets, trackers, colour codes (the whole works.)

Small daily actions. Weekly check-ins. Quarterly resets.

As 2025 wraps up, I’ve been reflecting on how much these tiny daily habits have shaped my life.
Not in loud ways.
In steady, quiet ways that compound.

If you’d like the worksheet I use. I’m happy to share it.
And if there’s enough interest, I’m thinking of creating a small accountability group for 2026 (something simple, supportive, and consistent)

Because growth is easier when you’re not doing it alone.
If this sounds useful, just DM me and I’ll share the link.

______
👋 Hi, I’m Desma and I also help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

🎓 A degree isn’t everything!
Here are 5 skills that will take you further in your career:

1️⃣ Industry Expertise
➜ Staying informed about emerging trends, technologies, and best practices gives you an edge.
➜ The more you understand your field, the more valuable you become.

2️⃣ Influence and Communication
➜ Great ideas mean little if you can’t articulate them clearly.
➜ Whether persuading clients or leading a team, strong communication sets you apart.

3️⃣ Lifelong Learning and Growth
➜ The most successful professionals never stop developing.
➜ Seeking mentorship, staying up to date and experimenting with new ideas keeps you ahead.

4️⃣ Agility and Critical Thinking
➜ Change isn’t a challenge, it’s an opportunity for innovation.
➜ The ability to assess situations quickly and make sound decisions is what distinguishes top performers.

5️⃣ Execution and Problem-Solving
➜ Knowledge without action leads nowhere, real impact comes from doing.
➜ Those who take initiative, resolve real problems, and get things done stand out.

📌 Which of these skills has helped you the most in your career?

Let me know below! 👇
___________________

♻️ Share this to help others.
🐾 Follow Desma Rovina D'Souza 🎙for actionable HR Insights and Best Practices for Growing Businesses in the UAE.

 A degree isn’t everything!

43 years in the UAE.
43 years of gratitude.
And every year, I understand a little more just how special this place is.

I grew up believing many things here were “normal”:
- Feeling safe walking anywhere, anytime
- Classrooms filled with friends from every corner of the world
- Women-only spaces that make life more comfortable and dignified
- Ambition and opportunity in the air we breathe
- Calling a country home that isn’t where my passport is from, yet feeling deeply rooted here

Cultural intelligence isn’t something I had to learn later in life.
It’s something this country gifted me from the start.

We learned to celebrate every tradition as our own.
Diwali, Christmas, Eid (That’s the UAE way)

And the best part about leaving the UAE (even on holiday)?
Is knowing you get to come back! 😎

You feel it as soon as you land. 
That sense of belonging.
That familiar warmth.

That understanding that this place shaped who you are.

I’m grateful for a country that gave my family a home.

That taught me confidence.

That gave me safety, opportunity, and the freedom to dream bigger than my circumstances.

Here’s to the UAE. 

A land of possibility.
A land that made me who I am.
43 years and counting and still so much more to learn, contribute and celebrate.

_______
👋 Hi, I’m Desma and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

No alternative text description for this image

In 2020, I chose to became an entrepreneur
and it was the best decision I ever made.

Not because my previous work wasn’t meaningful.
But because I realised my identity is bigger than a job title.

Here’s what stepping into entrepreneurship taught me:

1️⃣ Skills transfer. 
(Leadership, strategy, people, they scale.)

2️⃣ Impact > title. 
(Influence comes from action, not a label.)

3️⃣ Comfort is limiting. 
(Growth starts at the edge.)

4️⃣ Multiple hats work. 
(Creator, leader, strategist, all in one.)

5️⃣ Purpose matters. 
(Align work with values, not just metrics.)

6️⃣ Your story is your edge. (Experience becomes your currency.)

7️⃣ Reinvention is ongoing. 
(Every step is a launchpad.)

Feeling boxed in by your role?

Your skills, voice, and experience are enough to create a career you love.
_______________________

👋 Hi, I’m Desma and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

Here’s why I chose to became an entrepreneur

Your team is the first customer your brand ever has.

If they feel:
🥺overworked
🥺 unheard
🥺replaceable

It shows.
😔 In the way they move.
😔 In the energy they give.
😔 In how they talk about your company.

Customers notice (even if your ads look perfect.)

Retention doesn’t start with perks.

Engagement doesn’t start with slogans.

Loyalty doesn’t start with Friday lunches.

It starts with the systems, habits, and respect you build day after day.

Treat your team like your most important client:
✅Listen
✅Support
✅Invest
…like it’s a deal you can’t afford to lose.

When your people feel valued:
✔ They create work that inspires.
✔ They radiate energy that spreads.
✔ They make your brand feel real, not just polished.

Credit: Ronnie Kinsey, MBA
Idea created by Elfried Samba

________
👋 Hi, I’m Desma and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

I let go of the need to look “enough.”
And I became ‘more’ than enough.

Here’s what changed when I stopped trying to impress:

1️⃣ I trusted my decisions and focused on impact, not validation.
(Confidence comes from experience, not applause.)

2️⃣  I stopped over-delivering to feel “enough” and started working smarter.
(Clarity beats overwork, EVERYTIME)

3️⃣ I said “no” to protect my energy.
(Setting Boundaries are power)

4️⃣ I stopped reacting to every opinion and learned to respond strategically.
(Emotional maturity drives influence.)

5️⃣ I became selective with commitments, focused on growth, and my energy & results improved.
(Intentionality transforms results.)

6️⃣ I recognised my worth is inherent.
(It’s not something you earn; it’s something you already have.)

Stop feeling obliged to prove yourself to others.
Start showing up with clarity, confidence, and authority.
________________

Hi, I'm Desma and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

Lessons I learnt when I stopped proving my worth 

Your communication skills can bring you $$$.
But, how good are you at it?

Thanks Rohan Sheth for this valuable resource.

In business, you’re not just selling products or services.

You’re selling ideas, relationships, and trust.

And if you can’t communicate effectively, nothing else matters.

Here are 7 TED Talks to level up your communication skills:

1️⃣ Simon Sinek – How Great Leaders Inspire Action
Start every pitch, conversation, and relationship with your “why.”
Watch: https://lnkd.in/gNZEC45m

2️⃣ Julian Treasure – How to Speak So That People Want to Listen
Speak with honesty, authenticity, and purpose to command attention.
Watch: https://lnkd.in/gR3xheFS

3️⃣ Amy Cuddy – Your Body Language May Shape Who You Are
Your posture changes confidence and perception.
Watch: https://lnkd.in/gSr4m5ej

4️⃣ Marcus Alexander Velazquez – The Art of Effective Communication
Focus on what your audience needs to hear, not just what you want to say.
Watch: https://lnkd.in/gMRJwxjV

5️⃣ Celeste Headlee – 10 Ways to Have a Better Conversation
Stop trying to impress, start trying to understand.
Watch: https://lnkd.in/gqxeYMat

6️⃣ Karen Eber – How Your Brain Responds to Stories
Use story structure to make your message stick.
Watch: https://lnkd.in/ggbze6Pd

7️⃣ Adar Cohen – 3 Ways to Lead Tough, Unavoidable Conversations
Address the elephant in the room (Don’t ignore it.)
Watch: https://lnkd.in/g6b3sWEx

Here’s your challenge: pick one talk today, watch it and apply just one thing you learned in your next conversation.

Communication isn’t a soft skill, it’s the skill that makes all your other skills matter.

Which talk will you start with? Drop the number in the comments.


____________
👋 Hi, I’m Desma and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

7 TED Talks to level up your communication skills

Your strategy is only as strong as your mindset.
Most leaders overlook this.

Thanks Ben Sands, for sharing these insights.

When challenges hit, we default to what feels safe.
Past habits and fear hold us back.

Even capable leaders can limit their teams.

Avoiding risks. Micromanaging. Fearing mistakes.

A fixed mindset slows everyone down.

Growth-minded leaders act differently.
- They give space to experiment.
- They encourage learning.
- They embrace challenges.

Here’s how to lead with growth in mind:
- Invite tough ideas → Ask perspectives that challenge you.
- Celebrate learning → Highlight lessons, not just wins.
- Experiment together → Show mistakes are part of growth.
- Reframe obstacles → Treat setbacks as opportunities.

Growth mindset = stronger leaders + resilient, creative teams.

How are you helping your team grow today?

_______
👋 Hi, I’m Desma and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

Pain at work can teach you more than comfort ever will.
(Discipline may sting, but it’s the only path that pays you back.)

There are two kinds of work pain:
The pain of discipline
The pain of regret

Discipline feels tough in the moment:
→ Networking even when it feels awkward
→ Speaking up in a discussion even if you’re nervous
→ Attending training instead of scrolling social media
→ Prepping for that 9 AM meeting instead of snoozing
→ Finishing reports before deadlines instead of last-minute panic

Regret hurts far longer:
→ Wishing you’d spoken up when it mattered
→ Looking back wishing you’d pushed yourself
→ Letting tasks pile up and feeling overwhelmed
→ Missing opportunities because you stayed silent
→ Losing touch with connections you could’ve made
Discipline stings today, but regret lasts forever.

The moments you push through build:
✅ Confidence and respect at work
✅ Skills and habits that pay off for years
✅ Career opportunities you never saw coming

I don’t know about you, but I’d rather feel the temporary sting of discipline than the lifelong ache of regret.

Which side are you choosing today?


______________
👋 Hi, I'm Desma and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

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