United Arab Emirates

Product Design

good

Mahmoud Metwally

Product Designer Manager

Communication

Collaboration

Critical-thinking

Leadership

Design systems

Figma

Leading a diverse team of in-house and freelance designers, managing stakeholder discussions, and planning, overseeing the team DesignOps and workflow, and setting strategic direction while improving design quality, with efficient workflow ensuring impactful outcomes.

Established a UX-led Product design process, emphasizing extensive research, user testing, and A/B testing.

Initiated regular design rituals across teams, enhancing inter-team communication.

Improved design quality through the initiation and facilitation of structured design critiques.

Initiated and led the crafting of a unified design system, serving as a single source of truth for all brand's eCom website components and pages, with multilingual integration.

Collaborating closely with the brands (WestElm, Pottery Barn, Pottery Barn Kids, Muji) to enhance Conversion Rates and overall user experience across web and mobile platforms.

Focused on enhancing the acquisition funnel on both web and mobile platforms:

- Revamped review pages to offer customers comprehensive insights and qualitative reviews for informed trip bookings.
- Collaborated closely with the team to elevate RY blog posts, connecting them with trips to boost Conversion Rates (CR).
- Conceptualized a homepage redesign for improved conversion, leveraging data from GA, Hotjar, and competitive research.
- Established and built a comprehensive design system with detailed documentation to expedite design creation, and experimentation, and provide consistent visual designs and assets for developer support.

- Established a design workflow, for more clarity and mature communication by initiating a biweekly design critique.
- Opened channels for communication between the design team and all teams for a more centralized design team that lead and cooperate.
- Built, and established a visual design system for the main product.
- Reimagined the whole UX flow of the website.
- Uplifted and changed all artwork related to social media, and website.

Helping teams to get their UX maturity at the top level and accommodate user voice in their decision-making process. Also helping with hands-on tasks, designing user interfaces, design systems, and art directions for social media ... and more.  

In the last year, I have been working with well-established companies, and early startups from all over the world, e.g. H-Energy (India), Fitogram x USC (Europe), UrWord (US), Petra Insurance (UAE), Cartona (Egypt), Anghami (MENA), Remote Year (UK) and more... 

Please reach out if you need any help.

- Worked on defining the guidelines the framework of design critique and team design values.
- Led and facilitated the design sprint, execution, and building of a new web item page for the Search engine landing experience.
- Led the conversation on the Design system refresh and defined the grid layout on the Web and mobile web.
- Defined guidelines for the Home/Landing page to scale with Deal form, partnership banners, announcements, and all SEO modules. 
- Designed a whole new mobile web experience, that allows users to compare prices and find the best deal easily in a smooth experience on their mobile browser.

Working on Twinning was an immersive entrepreneurial experience with so many learnings. I have been one of the members who started the product and I was a lead product designer, a short time but impressive work and learnings

Scope of work
- Led the end-to-end design process and the conversion rate optimization analysis and experiments.
- Led the team between UAE and India creating a unique and user-friendly mobile-first product, as well as maintaining the quality, and performance we aimed for.
- Led, initiated, and learned from all A/B testing, conducted user-testing, as well as customer and user interviews we have conducted during all design and development stages.
- Designed, guided, and helped the team to create user-centered designs for mobile flow and web that proved it's a success by the numbers and performances.

- Led key projects for the company such as revamping all the android shopping mobile applications, Shukran (20m customer loyalty program).
- Localized all websites, and mobile apps to Arabic. 
- Redesigned all checkout flow and 1-click checkout for the eCommerce.
- Redesigned Homecentre, and Max-fashion Android mobile apps. 
- Designed Home page, and Payment checkout flow for in-store shopping kiosk.

Eventtus is a leading startup in managing events in Egypt and the MENA region, I was leading the UX / UI design process across all platforms (web, iOS, and Android). 

Scope of work, 
- Worked closely with the PMs, Engineering team and the CTO refreshing all visual language of the web and mobile.
- Designed the whole UX UI of the event organizer's platform, allowing users (event organizers) to have a quick tool to publish their event, add their content and sell their tickets. 
- Designed all standalone events apps such as Arabnet, Rise-up, Abu Dhabi HSBC Golf Championship, and more ...

An outsourced project ran by Cloud9ers with Arkony, building / designing a conservative social community platform.

In this phase, I was mainly working closely with our client team in Istanbul to start and design their product which was a conservative social network. 

Scope of work, 
- Working closely with the PO, Development team, and leadership to define the MVP, and plan our sprints in a standard Agile process.
-  Design and define the visual direction for all UI and UX flow for the product. 
- Handing over all design assets and working closely with Front-end engineers.
- Contributing with the front-end team writing HTML, and CSS ( Sass ) for some components and flows. 
- Mentor other Junior designers, working closely with them to maintain quality, visual direction, and clarity between teams.

I was deeply involved in layout engineering and the UX process on most of the company's projects end to end. 

Scope of work,
- Design the whole web app of the main product which was a social - online e-learning system.
- Conducting all user testing needed, writing testing scripts, and collecting all output and feedback. 
- Contributing with the front-end team writing the HTML/CSS of the web app UI.

Mahmoud Metwally🇦🇪

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