Mahmoud is one of the Arab world’s top experts on Service Design. Over the course of his career, he has played an instrumental role in building the service design practice within Saudi Arabia in the past decade.

Having established Saudi’s first and largest innovation and design agency, HUED, he has orchestrated the introduction and embedding of service design within many large corporate and government organizations.

On the service design community front, Mahmoud launched Riyadh Service Jam, having transformed it from a smaller-scale event in 2012 into the world’s largest event of its kind. Additionally, Mahmoud also established the Arabian GCC chapter for Service Design Network.