I'm a senior UX executive who turns design organizations into revenue engines. 23 years of strategy, systems, and scale — across e-commerce, enterprise, and AI-driven products.
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.
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 live
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.
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.