For over two decades, I've led design at the intersection of human behavior and business performance — scaling UX teams, shaping product strategy, and making design a boardroom conversation.
At United Electronics Co. (eXtra), I built and led a multidisciplinary UX organization across KSA, Oman, and Bahrain — growing online revenue to SAR 1.22B, launching the Jood loyalty platform, and delivering a zero-regression migration across millions of users.
Outside my corporate role, I founded Enrichly — an AI-powered PDP content platform — and mentor the next generation of UX leaders through ADPList.
I hold the Nielsen Norman Group VP/Director Specialty Track certification, with focus areas in DesignOps, Leading UX Teams, and Lean UX & Agile.
Led all facets of the digital experience function — UX strategy, research, design execution, content operations, and studio production across three GCC markets. Built a multidisciplinary organization from scratch spanning UI/UX designers, product designers, researchers, content strategists, copywriters, photographers, and studio editors.
Led UX strategy and delivery for enterprise, government, NGO, and commercial clients across Egypt and the MENA region. Specialized in SharePoint-based digital transformation for large-scale public sector deployments. Operated as single UX lead for the Saudi region.
Designed and maintained Egypt's most-visited digital portals — FilGoal (football), FilFan (entertainment), and FilBalad (news). Built foundational expertise in high-traffic content layout and early mobile-first experiences.
Most UX leaders stop building. I don't. These are director-level concepts taken from idea to live product — solo, using Claude Code, Figma Make, and Google Antigravity. No delegation. No dilution. No waiting.
This is what it looks like when strategy and execution live in the same person.
Where Eternity Meets Velocity — a Formula 1 street circuit concept at the foot of the Great Pyramids and the Grand Egyptian Museum. Cinematic track reveal with corner-by-corner storytelling.
View liveOfficial-feel concept kit reveal for Egypt's 2026 FIFA World Cup campaign — cinematic product landing built with motion-first design and national pride.
View liveA fan tribute landing experience for FC Barcelona — cinematic editorial design celebrating the club's identity and legacy.
View liveAn ethereal, otherworldly journey — immersive visual experience built around atmospheric motion and a surreal, nature-meets-cosmos aesthetic.
View liveFerrari Amalfi Spider 2025 — 640 hp open-top V8 grand tourer rendered in an elegant editorial layout.
View live2027 Nissan Z featuring the new Shinkai Green Pearl finish. A clean, kinetic landing experience for the model's summer 2026 launch.
View liveDark-themed showcase for the 2026 AMG GT 63 Dark Night — 200-unit limited PETRONAS F1 edition. Built to capture the machine's aggression through cinematic motion.
View liveAnimated product launch page with motion-first layout and a minimal editorial feel — built no-code in Google Antigravity.
View liveConcept e-commerce experience exploring Nike's entry into premium kitchenware design — full storefront prototyped end-to-end in Figma Make.
View liveEnrichly is an AI product photography studio that turns a single product photo into five studio-quality lifestyle scenes in seconds. It extracts the product and rebuilds it into commercial settings with matched lighting, shadows and perspective — no prompts, photographers or studios needed. New users get 5 free credits, with full commercial rights to every image.
HeroFrame is an iOS app that turns one selfie into a cinematic, magazine-style football poster in seconds. Pick a top club — Real Madrid, Barcelona, Liverpool and more — or any of 48 national teams, and its AI puts you in the kit, in the stadium, under the lights. The first 5 posters are free; HeroFrame Pro adds 40 watermark-free posters a month.
HeroForm is a free iOS gym workout planner that builds a strength and fat-loss plan from your own numbers — goal, gym, available time, weight and body fat, entered by hand, from Apple Health, or by photographing a smart-scale report. It then coaches every set with a target weight and reps, raises the load when you hit them, and runs a rest timer between sets. No account and no tracking.
Built for my content team at eXtra — the eXtra Content Generator turns a product model number into a complete, publish-ready bilingual (English & Arabic) A+ content page in seconds. Professionally written headlines, marketing copy, and feature callouts, packaged and ready to publish. The result: a more productive team and far wider product coverage, with A+ content across the catalog.
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Mohamed Shehata is a senior UX executive based in Al Khobar, Saudi Arabia, with 23 years of experience building and scaling design organizations across the GCC. He is Head of UX at United Electronics Co. (eXtra), where he leads a multidisciplinary UX organization across KSA, Oman and Bahrain.
Under his UX leadership, eXtra's online revenue reached SAR 1.22B in 2025, its customer satisfaction score reached 86.2%, and its complaint rate fell 25% year on year. He also launched the Jood loyalty platform and led a platform migration with zero UX regression across millions of users.
He founded Enrichly, an AI product photography studio, and built two iOS apps: HeroFrame, which turns a selfie into a football poster, and HeroForm, a free gym workout planner. He also built the eXtra Content Generator, an internal tool that turns a product model number into a publish-ready English and Arabic product page.
He holds the Nielsen Norman Group UX Management certification on the VP/Director Specialty Track (2020), covering DesignOps, Leading UX Teams and Lean UX & Agile, and a Bachelor of Commerce from Cairo University. He served on the IDRF Awards 2025 jury, mentors UX professionals through ADPList, and his portfolio received Awwwards Honors.
He is open to VP of UX, Director of UX and CXO conversations, particularly at organizations scaling digital products across the GCC or internationally, as well as advisory work and speaking on UX leadership, DesignOps and AI-driven product design. Contact him at mohamed@mohamedshehata.net or on LinkedIn.
I'm open to VP of UX, Director of UX, and CXO conversations — particularly at organizations scaling digital products across the GCC or internationally.
I'm also available for advisory engagements, product collaborations, and speaking on UX leadership, DesignOps, and AI-driven product design.
If you're building something where design needs to perform — let's talk.
