2022
Tawuniya DXE
first paycheck 💸
A self-paced learning journey begins for a teen designer, freelancing and celebrating the first paycheck!
Alomost There!
Mohamed Auf — Experience Design Expert — Based in Riyadh! —
an Experience Design Lead, sculpting digital experiences that aren’t simply navigated, but deeply felt and remembered.
Built Teams
International Awards
Woven design languas
Crafted projcts
Happy key accounts
Mohammad marries innovative design with function, enriching user experiences and uplifting design standards with genuine passion and expertise.
Partner - HUED
Mohammed’s leadership in establishing Tawuniya Digital Hub was impactful, paving the way for inspiring customer journeys and experiences.
Chief Digital Office - Tawuniya
Leading with effortless finesse, Moha turns challenges into victories, evolving from a sharp designer to a cherished, impactful design leader.
DH Executive Director - Tawuniya, x HUED Partner
Exceeding expectations, Mohammad combines harmonious work with out-of-the-box thinking and superb leadership in design initiatives.
VP Of Technology - Salam
Mohamed artfully simplifies complex ideas into appealing designs, presenting them with a compelling, straightforward allure.
Director of Digital Solutions - Monshaat
Mohammed masterfully navigates innovative solutions, aligning delightful user experiences with precise market and business necessities.
Research & Insights Senior Manager - STA, x HUED
Transforming and ascending through HUED’s ranks, Mohamed blends potent design intuition with a ceaseless drive for learning and growth.
X CEO - HUED
A manager and creator, Mohamed consistently delivers on deadlines, fosters team harmony, and ensures every design mission is a success.
Experience Development Executive Director - STA, x HUED
Mohamed orchestrates large-scale projects with adept agility, turning challenges into success stories and significantly boosting market trust.
Service Design Director - STA x HUED
An invaluable asset, Mohamed infuses creativity and innovation into product design, always delivering beyond expectations with wit and wisdom.
Head of CX & Design, x HUED
Leading with vision and authenticity, crafting meaningful digital experiences that resonate deeply and inspire genuine connections.
Charming Journey
A self-paced learning journey begins for a teen designer, freelancing and celebrating the first paycheck!
Launching my inaugural startup, ‘Special Effects,’ with a tight-knit group of friends, specializing in design and marketing.
Immersing myself in legal materials and concepts has enhanced my ability to conceptualize complex systems, bringing structured thinking to my innovative design solutions.
Failures in both operations and marketing have shaped Moha’s journey. Learning the hard way, he went on to establish his first solo-owned media production studio, Eight Media, where he applied his lessons to drive innovation and growth.
At Eight Media, Moha collaborated to deliver comprehensive media production services, ranging from digital marketing and web design to music and video production. His diverse expertise ensured high-quality outcomes that spanned multiple creative disciplines.
After some time, Moha transitioned to a full-time role, joining a local startup in Egypt where he founded the design and development department. His leadership helped shape the company’s creative and technical direction, laying the foundation for its future success.
At Mhgoz, a local Egyptian company, Moha led experience design and front-end development, starting as the sole team member and expanding the department to over 8 members. Under his leadership, the company broadened its offerings and developed off-the-shelf product solutions, driving both growth and innovation.
In late 2013, Moha graduated from the Faculty of Law at Assiut University, a decision influenced by the family business. By this time, he had already gained several years of experience in design and development. Obtaining his degree was a crucial step, enabling him to join well-established companies like Vodafone, where his expertise could thrive in a more corporate setting.
There was a time when Moha dreamt of joining Sarmady, a Vodafone company known for operating several viral platforms in Egypt, including Filfan, Akhbarak, and Filgoal. This aspiration reflected his passion for working with influential media and digital platforms that shape online experiences.
Joining Sarmady had been a dream for Moha since 2009. Not only did he achieve that goal, but he quickly became one of the standout team members. Within just 9 months, Moha played a pivotal role in delivering several high-profile projects, including Almasry Alyoum, Fanta PS Championship, Filgoal, and Contact-Cars.
Working abroad was always Moha’s goal, driven by a desire to immerse himself in diverse cultures and environments. Saudi Arabia struck the perfect balance for him—not too far, yet not too close—allowing him to expand his professional horizons while remaining connected to the region.
At Wireless Marketer, a Riyadh-based product design company, Moha contributed to a hybrid product design and development process. He played a key role in constructing various integrated platforms, kiosks, devices, and digital experiences, helping to push the company’s innovative offerings forward.
Due to a family emergency, Moha had no choice but to return to Egypt. Although this setback meant lost progress, he embraced the moment as an opportunity for a fresh start, ready to rebuild and redefine his path forward.
At Pixvar, an educational solutions studio Moha co-founded with a friend (and former client), the team elevated the Mbt3th.us network by delivering unique experiences and value propositions. Their innovative approach earned them third place in the prestigious King Khalid Award.
Pixvar operated as a fully remote studio, comprising a dedicated team of designers, developers, and management. As Head of Studio, Moha oversaw all design and development operations while also spearheading research and development efforts, driving innovation and ensuring high-quality output across projects.
One of Pixvar's notable projects was "Basamat Mbt3th," developed under the Mbt3th platform.
This innovative project earned third place in the prestigious King Khalid Foundation’s yearly awards in 2015, marking the first official recognition Moha's work received.
Cash flow is vital for startups, and Moha faced a critical lack of funding, leaving no clear path to survival. With the situation unclear, he decided to pause the studio temporarily. However, within a few weeks, a promising offer emerged, opening up new possibilities.
At Imkan Solutions, as Product Design Lead, Moha's role involved direct customer communication, guiding and contributing to both the design and development phases, and ensuring progress towards successful product launches. His contributions significantly impacted standout products like Wateen, 9th, and Shawarmer.
An opportunity for growth presented itself at Hued, driven by the impressive profiles of the team and insights Moha gained during the interview process. Surrounded by such talent, Moha knew this environment would greatly facilitate his own professional development.
Moha began his journey with Hued as a UX Consultant, where he led and contributed to numerous high-profile engagements with brands such as Monshaat, STC, Alrajhi Takaful, and MOE. After more than three years, Moha exited the company, having advanced to the role of Design Studio Manager.
During the COVID-19 lockdown, Hued was one of the few companies to expand its workforce. Moha played a pivotal role in transitioning the company from physical to digital collaboration. His efforts ensured smooth operations and growth during a challenging time. Hued and its team will always hold a special place in Moha's memory.
Leading with effortless finesse, Moha turns challenges into victories, evolving from a sharp designer to a cherished, impactful design leader.
DH Executive Director - Tawuniya, x HUED Partner
Hued paved the way for Moha’s next step, inspiring him to return to academics. He felt it was time to not only rely on his skills but also to solidify his expertise with academic knowledge. This decision allowed Moha to pair his innate talents with well-earned, formal learning, preparing him for the challenges ahead.
The gap between business acumen and adept design thinking is notably wide. Moha’s goal was to understand the intricacies of digital business, enhancing his ability to align design with business objectives. This deeper comprehension has allowed him to create more effective designs and concepts that not only resonate with users but also drive business success.
Innovation and design are vast fields, and no matter how much Moha sharpened his skills, there came a point where he needed a broader perspective. Studying the academic aspects of innovation and design thinking at MIT and Columbia Business School was an eye-opening experience, expanding his understanding and pushing beyond the limitations of practical experience.
At that juncture, Moha aspired to equip himself to become a more competent design leader, which required a deep understanding of various business and management topics. Currently, he is in the final stages of completing the program, gaining the knowledge necessary to lead with both creative and strategic acumen.
Educational solutions have always been Moha’s passion. Tetco, owned by the Ministry of Education, was one of his clients at Hued. When Moha decided to move on, he was driven by the desire to create standout EdTech products with the potential to make a national impact, both in the present and for the future.
At TETCO, Moha’s mission was to establish a design lab along with all necessary physical and digital assets. Drawing on his prior experience in building similar platforms, he successfully set up the practice, formulated the strategy, and built a strong team—all within a year. Additionally, Moha led the team in delivering several outstanding products, showcasing the lab’s capability and potential.
Exceeding expectations, Mohammad combines harmonious work with out-of-the-box thinking and superb leadership in design initiatives.
VP Of Technology - Salam
Exploring opportunities with one of the Big Four was essential for Moha, but his time at PwC quickly felt misaligned with his professional values. The culture, processes, and quality standards did not meet his expectations, revealing a clear discrepancy between what he upholds and what was practiced. After just three months, it was evident that the fit was not right.
Amidst numerous opportunities, Moha chose Tawuniya, drawn by the immense challenges and the relentless effort required to succeed. The potential to create a uniquely impactful success story was irresistible—an achievement he ardently wanted to integrate into his professional narrative.
Creating a design lab to support millions of users and daily interactions was no small task. Not only did Moha and his team meet their objective, but they surpassed it, driving the digital platforms to achieve 10x growth across all key metrics, including sales, customer satisfaction, and ratings. The platforms gained international recognition, winning over 15 awards for their exceptional performance and innovation.
Mohammed’s leadership in establishing Tawuniya Digital Hub was impactful, paving the way for inspiring customer journeys and experiences.
Chief Digital Office - Tawuniya
Daring to unleash new horizons, Driving and revolutionize ecosystems and economies with visionary Design. Crafting an Irresistible Future!
Allah loves to see one man's job at level of itqan.
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