About
Ten years ago, I watched a stranger smile while using something I helped design. They had no idea who I was, but that small moment of clarity and ease lit a spark that changed my life.
Since then, I’ve led global product and design teams behind tools used by 300+ million people, from booking flights and managing finances to shopping online, shaping the way the world moves, buys, and connects.
Services
Product Managment
Product Design
UI UX Lead
Branding
CGI Advertisment
Web Development
Featured @
Featured@
Behance Featured UI Work
Awwwards UX Design
Forbes 30U30 Nominee
WWDC 2024 Featured
Experience
History
Led the Product and e-commerce end-to-end product lifecycle across multiple Emirates group platforms on Travel, Aviation, Tourism and Loyalty platforms, aligning business growth with customer-centric UX strategies and Development sprints.
My humble contribution to 2025 world's best and most profitable AirlinesKey Responsibilities and Achievements:
- Managed the Dev & UIUX team, and created a strategy that increased booking conversion by 240% through UX and funnel optimisations
- Launched AI-driven product recommendation features that boosted average order value by 315%.
- Owned product roadmaps and led cross-functional sprints from ideation to release across 5+ platforms.
- Improved task success rate by 2.1x through data-driven A/B testing, user journeys, and heatmap analysis.
- Integrated tools like SFCC, Mixpanel, Figma, and ContentSquare into agile product delivery.
- Delivered full rebranding and UX revamp of Emirates and AA websites, enhancing usability and NPS.
- Aligned product development with commercial goals, bridging marketing, design, and tech teams.
Responsible for managing a 300-person cross-functional team and reporting to 10+ senior stakeholders across dnata and Emirates. for Arabian Adventures, one of the UAE’s most iconic destination management companies. I work closely with cross-functional teams to ensure a seamless online experience, optimise performance, and drive business growth through data-backed digital strategies.
As a UI/UX Designer at Company name, I played a pivotal role in enhancing user experience and interface design across various digital platforms. Leveraging my creative skills and technical expertise, I contributed to the development of innovative solutions that aligned with the company's objectives and exceeded user expectations.
Key Responsibilities and Achievements:
- Managed the launch of new UX and merchandising formats that contributed to a notable increase in conversion during peak season.
- Leveraged GA and customer behaviour data to optimise homepage banners and promotional content, boosting CTR by 200%.
Consulted on conversion optimization and UX revamp of Tabby’s core checkout and partner integration flow.
Key Responsibilities and Achievements:
- Simplified BNPL checkout funnel, resulting in a +41% increase in completions across top merchants.
- Introduced UX testing frameworks that identified friction points across mobile, reducing drop-off by 26%.
- Contributed to merchant growth strategy by improving integration usability, increasing partner retention by 19%.
Led internal teams to deliver key initiatives across the MENA region, with a focus on digital UX and product delivery in a highly regulated fintech environment.
Key Responsibilities and Achievements:
- Directed cross-functional execution of a multi-phase project with strategic partners in the region.
- Achieved 100% milestone delivery on-time, with 30% reduction in rework by enforcing agile rituals and stakeholder sync.
- Balanced business goals with user needs in Web3 and fintech verticals.
Redesigned ADEO’s internal digital systems to improve accessibility and usability across government, citizen, and inter-agency services.
Key Responsibilities and Achievements:
- Improved task success rate by 135%, reduced time-on-task by 88%.
- Boosted UX ROI by 110% through strategic redesigns and research-driven workflows.
- Led cross-department workshops and built a scalable design system used across teams.
Led design sprints and UX optimization for key checkout and registration flows.
Key Responsibilities and Achievements:
- Increased checkout conversion by +49% and signups by 36%.
- Reduced user error by 32% and boosted UX SUS rating by 58%.
Supported UX research and UI planning for Amazon’s entry into Egypt (Souq migration).
Key Responsibilities and Achievements:
- Conducted usability tests and user interviews during Souq → Amazon migration.
- Supported UX analysis to improve discoverability and localization.
Ventures I've Built & Backed
At ViralX, I lead the product strategy, creative oversight, and brand-exclusive partnerships across our most Viewed CGI services in the world:- Anamorphic 3D Billboards (outdoor campaigns that grab attention and go viral)- CGI Product Ads (high-converting visuals for launches, e-commerce, and brand campaigns)- Social-first CGI Reels (short-form animated content optimized for performance on TikTok, IG, and YouTube)I’m responsible for shaping how our services are experienced and for making sure our clients, from global fashion brands to real estate developers, see real results.I also personally drive all high-level partnerships, making sure the brands we work with get white-glove collaboration, creative value, and measurable impact.
Key Brand Achievements (Product + Brand Success Lens):
- ALDO: Led the Ramadan 2024 billboard and digital assets. Result: +30% in-store traffic, and strong visual consistency across screens.
- du Telecom: Guided the creative direction of their Super App launch across billboard + social. Result: 2.6× app downloads in 10 days.
- Cadbury: Shaped their Valentine’s 3D campaign with a playful emotional twist. Result: +38% store engagement, plus organic virality.
- Imtiaz Developments: Produced premium visuals for a beachfront launch. Result: highest showroom lead conversion of the quarter.
- Dubai Safari Park: Created a family-friendly CGI gorilla campaign. Result: +40% increase in ticket sales, widely shared on social media.
Founded a UI/UX and dev agency serving government, corporates, and startups across MENA.
Key Responsibilities and Achievements:
- Scaled delivery of 35+ web/app projects.
- Supported cross-border UX audits, rebuilds, and growth campaigns.
Led the end-to-end product development and brand creation for InvestorFinder.co — a platform connecting founders with active investors in the MENA and global startup ecosystem.Consulted on conversion optimization and UX revamp of Tabby’s core checkout and partner integration flow.
Key Responsibilities and Achievements:
- Built the entire platform from scratch — including domain, UX/UI, brand identity, positioning, and messaging.
- Helped startup founders raise $100M+ in investor commitments within the first 6 months.
- Designed and launched a clean, intuitive UX that facilitated investor outreach and founder pitch visibility.
- Developed a lean product roadmap aligned with early-stage startup pain points, investor discovery, and traction-building.
Education & Certificates
Studied at Cape Breton University in Nova Scotia Canada with the Canadian-British curriculum which CIC is followed
Focused on mastering project planning, agile delivery, and business leadership. This MBA enhanced my ability to manage cross-functional teams, optimize resources, and drive results across product, marketing, and tech verticals.
Earned one of the most globally recognized UX leadership certifications from Nielsen Norman Group. This program equipped me with the strategic and operational skills to lead design teams, scale UX maturity across organizations, and align experience design with business KPIs. It covered frameworks for stakeholder communication, team structure, budgeting, and design operations. This certification reflects my ability not just to design products—but to manage and lead UX at scale with measurable impact.
Completed Harvard’s prestigious CS50AI program, focusing on the foundations and real-world applications of artificial intelligence. This course covered knowledge representation, search algorithms, optimization, neural networks, and machine learning using Python. I applied these principles in hands-on projects that simulate intelligent behavior, from game-playing agents to recommendation systems. The program sharpened my technical problem-solving and gave me the tools to integrate AI meaningfully into user-centric digital products.
Tools I'm Fluent at
Product & UX Strategy
Design & Prototyping
Testing & Research
Web Dev & Code
AI & Content
Words That Stayed With Me
We still talk about 'Mohamed’s flow' in our checkout meetings. He joined with fire in his eyes and left us with a UX framework we continue to build on today. Noon got faster, clearer, and more human because of him, and so did we. Beyond the pixels, Mohamed was the kind of teammate who lifts everyone up. Here’s to his next big thing, we know it’ll be brilliant.
Mohamed didn’t just improve our tools, he made people feel heard. Every government staff member who used his redesign noticed the difference. When he moved on, the silence in the war room was real. We lost a visionary. But we also gained a lifelong friend. His next venture is lucky to have him.
Working alongside Mohammed at Emirates Group gave me a front-row seat to his ability to bridge business goals with product execution. Even though we were in different departments, his ownership of e-commerce strategy and UI/UX initiatives had ripple effects across teams. He led critical booking and optimization projects with clarity and urgency, and always grounded in data and customer experience. His ability to navigate cross-functional teams, build momentum fast, and elevate product outcomes makes him a standout product leader in any environment.
Mohammed was one of the best partners I’ve worked with. From day one, he was hands-on, curious, and clear about what success looked like. He really pushed us to deliver the most value from Content Square, not just for reports, but to actually change things on the ground. We collaborated closely to optimize the digital journey at Arabian Adventures, and I was always impressed by how he connected UX insights with business impact. Smart, collaborative, and fun to work with, the kind of person every team wants on their side.
When Mohamed left, it felt like the heartbeat of our UX team paused for a second. He didn’t just localize interfaces, he humanized them. Watching him bridge global tech with local user needs taught us what thoughtful design really means. Wishing him nothing but success in whatever he builds next—because the world needs more people like him.