Self taught designer.
Descendant of the pharaohs
???????? and the people who created pizza ????????, interesting mix, right?
2005: Started off with PowerPoint templating.
2008: Moved to branding and advertising.
2010: Started fiddling around the web.
2011: Focusing on digital experiences and computer interaction.
2013: Founded SkillAcademy in Cairo.
2014: Enhancing the online travel experience for millions of people on all Booking.com's platforms: mobile, tablet and desktop.


No idea is true just because someone says so, including me.
Think for yourself.
Question yourself.
Don’t believe anything just because you want to.
Believing something doesn’t make it so.
Test ideas by the evidence gained from observation and experiment.
If a favorite idea fails a well-designed test, it’s wrong! Get over it.
Follow the evidence, wherever it leads.
If you have no evidence, reserve judgment.
Remember, you could be wrong.


User Research, Consumer Psychology,
Prototyping, Information Architecture,
Responsive Design, Branding, Knolling,
Design Patterns


HTML, CSS, JavaScript/JQuery
PHP, Templating Languages


Sketch, Photoshop, Principle,
A/B Testing, EEG Research,
Google Analytics