ENGINEERING · PRODUCT · AI
Driven by
curiosity.
I’m Misbah Ali. I lead observability and SRE for digital products at Etihad. I connect engineering, customer experience and practical AI.
- SAFeCertified Practitioner
- CSMScrum Alliance
- PMPProject Management Professional
02 / WHAT I’M DOING NOW
Leading observability.
Building reliability.
I lead the observability and Site Reliability Engineering (SRE) practice for Etihad’s digital products. My focus is connecting customer experience, engineering and operations to make digital journeys more reliable.
See the whole journey.
Bring digital experience analytics and production telemetry together to understand where customers encounter friction.
Build a shared practice.
Connect product and engineering teams around service health, meaningful signals and a consistent approach to investigating issues.
Turn signals into action.
Use insights and AI-assisted workflows to support investigation, prioritize improvements and learn from production.
03 / TOOLS I USE
The tools behind
the thinking.
Across observability, cloud and delivery, my toolkit helps me understand what’s happening, connect the dots and turn ideas into useful work.
Observability &
digital experience
Connect system behaviour with the customer journey.
Cloud &
platforms
Work across the infrastructure behind digital products.
Collaboration &
practical AI
Keep delivery, shared knowledge and AI-assisted work connected.
The question comes first. The tool follows.
04 / MANY PERSPECTIVES
Different lenses.
Better questions.
My work lives where technology meets people. From connected vehicles to airline journeys, I bring engineering depth, product judgement and a habit of learning across boundaries.
Web, mobile, APIs and cloud platforms. I’ve led engineering teams and delivered the systems behind customer journeys in aviation and mobility.
05 / THE JOURNEY
Built in the
real world.
A career connecting software, operations and customer experience. Select a chapter to explore.
2025 to PRESENTEtihad AirwaysObservability & SRE · Digital Products
Leading the observability and SRE practice for digital products. Bringing customer feedback, journey analytics and production telemetry together so teams can understand product health, investigate issues and prioritize improvements.
2023 to 2025Etihad AirwaysSoftware Engineering
Led backend engineering for web check-in and the mobile app, delivering check-in, boarding passes and travel-document validation with product and operations teams.
2019 to 2023UdriveSoftware Engineering & IoT
Head of Software Engineering and IoT for a car-sharing platform serving over 500,000 users. Led work spanning customer journeys, payments, connected vehicles and tools for operations teams.
2018 to 2019ADinBFull Stack Development
Delivered web applications with business, design and technology colleagues, translating user needs into useful features.
06 / HOW I THINK
Connect the dots.
Then build.
I’m drawn to problems that refuse to fit inside one discipline. Good work starts with curiosity and becomes useful through care, evidence and execution.
Understand the whole system.
Customer behaviour, the technology underneath, and the people who keep it running.
Let evidence lead.
Turn feedback, journey data and telemetry into questions worth answering.
Make intelligence practical.
Use AI to investigate, automate and assist, with human judgement in the loop.
07 / NEXT CHAPTER
Interesting things
start with
a conversation.
Have a question, an idea, or a different perspective?
I’d love to connect.