Strategic Researcher based in Barcelona.
Boosting innovation at adidas

Benvinguts! I'm Mohamad from Guatemala. I have a Palestinian background, grew up in the USA, moved to Spain in 2013…and I’m a die hard soccer football fan.

Teaching and making sense of seemingly complex systems are at the heart of everything I do.

Check out my work
Check out my work

Featured Projects

☝️
Creating Vera, the First AI Knowledge Management Agent at adidas

✌️
From ‘Out of Stock’ to In Stock: How Foundational Research is Redefining adidas’ E-commerce Strategy

🤟
Supporting Meta’s Product Expansion Strategy in the USA, Philippines, and Brazil

🖖
Designing a Business Model for a Car Wash Delivery Web App in Belgium to Attract New Customers

🖐️
Ensuring Market Fit for the Product Launch of an E-sports Platform in Malaga

Skills and methodologies

  • Cross-Cultural User Research

    I gather and leverage diverse perspectives to help global brands design local and relevant user experiences.

  • Workshop Facilitation

    I provide safe spaces for stakeholders to align priorities and co-create solutions for timely and precise problem-solving.

  • Foundational Research

    I help tech teams stay ahead of the game by discovering emerging user needs and informing product roadmaps.

  • Evaluative Research

    I catch bugs in different stages of the product development cycle to help teams enhance the user experience, leading to improved conversion rates.

  • Data Analysis & Insight Delivery

    I love looking at things from different angles and connecting the dots to influence decision-making by sharing actionable knowledge.

  • Strategy & Business Design

    I empower tech teams with adaptable frameworks for sustained growth and competitive edge in rapidly evolving markets.

  • Content Development

    I learn how people talk to create conversations between users and products, leading to improved brand recognition and loyalty.