An editorial review does not fall from the sky. It comes from a house, an intention, a team. Here is ours — and the ecosystem of projects that surrounds it.

I. Mouncif Ait Abdelghani

State Engineer · M.Sc. · PhD · Founder of UBCG

Mouncif Ait Abdelghani is a State Engineer, holder of a Master of Science and pursuing two doctoral programmes in parallel: one in digital communication (the ACSF — Accessibility, Cognition, Sustainability, Fairness framework) at Hochschule Magdeburg-Stendal, under the supervision of Professor Dr. Gunnar Mau; the other in inclusive and sustainable e-government (the IDGF — Inclusive Digital Governance Framework), with a MENA and Morocco focus.

More than ten years of experience in user research, product strategy and large-scale inclusive design, mainly on the German-Arabic corridor. He has collaborated with organisations such as ThyssenKrupp, Sky Deutschland, Otto, Porsche Design, Signal Iduna, and supported public actors and startups on digital transformation, accessibility and user governance projects.

He is certified Certified Scrum Product Owner (CSPO), PRINCE2, ITIL4, Agile Scrum Master, ISO 9241-11 — a cluster of certifications crossing product methodologies, usage-quality standards, and European-style project management.

II. The creative side

Mouncif's technical and cognitive expertise does not say it all. Behind the State Engineer, there is a narrator, a photographer, a cultural activist. The review Snaat Bladi is, in more than one respect, the expression of that side.

He writes in five languages — not as a salon polyglot, but as a practitioner of situated writing: a text on caftans will have a colour in Arabic it does not have in German, and yet another in Spanish. He practises long editorial writing, field reportage, and institutional narrative. He has produced video scripts in Darija and classical Arabic, presentation notes for Moroccan ministries, and a corpus of more than ninety multilingual aphorisms built around a "signature formula" he devised himself — the one that measures a system's quality by the access of its weakest user.

His photography documents the medinas, the cooperatives, the artisans' workshops, and the Moroccan diaspora in Europe. His civic engagement — he chairs the Situationherkunft association for the diaspora and ran an independent parliamentary candidacy for the Rehamna constituency — links user research to political representation: for him, the question "who speaks on whose behalf?" is the same whether approached from a UX angle or a constitutional one.

This articulation — technical, psychological, creative, civic — is not accidental. It corresponds to a conviction made explicit in his doctoral work: that no know-how is saved without being told, and that no heritage is transmitted without being shown, read, shared. Snaat Bladi is its most assumed field of application.

III. UBCG — United Behavioral & Cognitive Group

United Behavioral & Cognitive Group (UBCG SARL) is a Moroccan research and consulting firm founded in Marrakech, with a continuous operational presence in Germany. UBCG is positioned on the DACH–MENA corridor — the German-speaking space on one side (Germany, Austria, Switzerland), the Arab and North-African world on the other. The company is a member of the AHK Morocco (German Chamber of Commerce and Industry in Morocco).

UBCG works at the intersection of four disciplines: cognitive sciences, behavioural science, user-experience research (UX research), and inclusive design. The house philosophy holds in one sentence: a system's quality is measured by the access of its weakest user. It is the reading grid the firm applies to its research, strategy, ISO 9241-11 accessibility-audit, and product-transformation missions.

Reference clients: ThyssenKrupp, Sky Deutschland, Otto Group, Porsche Design, Signal Iduna, as well as Moroccan public actors and several DACH-MENA startups. UBCG has also produced CNDP compliance technical files for its own platforms.

IV. MoroccoNaut — the companion app

MoroccoNaut is the UBCG group's digital tourism platform, conceived as a multilingual application that accompanies the visitor in Morocco — in German, French, Spanish, English and Arabic. It primarily targets the DACH–MENA corridor and the Moroccan diaspora.

MoroccoNaut's architecture rests on a five-pillar strategy, what UBCG calls 5-Pillar Tainment:

• Infotainment — enriched information: city guides, thematic FAQs, heritage sheets.
• Buytainment — integrated purchase: crafts, services, ticketing, payment.
• Socialtainment — the social link: community, sharing, feedback.
• Safetytainment — travel safety: health, emergencies, rights.
• Edutainment — cultural learning: intangible heritage, languages, know-how.

The platform covers more than 100 Moroccan cities, offers a base of more than 168 structured FAQs, multilingual culinary guides, intangible-heritage databases, and customisable travel plans. Development is carried on Laravel/Hetzner, in a logic of digital sovereignty and CNDP compliance.

V. UXgile Academy — the training branch

UXgile Academy is the pedagogical arm of the UBCG ecosystem. Designed to train a new generation of UX practitioners and Product Owners in the French- and Arabic-speaking world, the academy offers certification programmes, thematic bootcamps, and tailored corporate modules.

At the heart of the curriculum: UX Research, Product Ownership (CSPO), Agile Scrum, ISO 9241-11 inclusive design, public-service design, ethical research. Content is produced in French, Arabic, English and German, and adapts to Moroccan, European and MENA professional contexts. UXgile Academy collaborates with alfatraining in Germany for German-language programmes.

VI. Why Snaat Bladi

Snaat Bladi was born of an observation: there was no editorial review, in French, entirely dedicated to Moroccan crafts that took official sources seriously (Maison de l'Artisan, UNESCO, Ministry of Tourism and Crafts), that crossed the generations of artisans, and that addressed both the Moroccan and the international reader — without yielding either to touristic orientalism or to folkloric nostalgia.

The review wants to be discreetly international: anchored in Marrakech, written in Marrakech, but with an editorial, graphic and iconographic standard that does not let itself be defined by the souvenir market. The artisans featured in it are named. The sources are cited. The figures are verified. The gesture is made visible. The know-how is made legible.

VII. Ecosystem — an overview

• UBCG · ubcg.net https://ubcg.net/ — UX, behavioural and cognitive-science research firm. Marrakech / Germany.
• UBCG Research · research.ubcg.ma Academic research and scientific-publications branch.
• MoroccoNaut · morocconaut.com https://www.morocconaut.com/ · direct QR — Multilingual DACH/MENA tourism platform.
• UXgile Academy · uxgileacademy.com https://uxgileacademy.com/ — UX, Product Ownership, Agile training.
• Snaat Bladi · snaatbladi.com The editorial review — the house you are reading right now.
• Editorial contact salam@snaatbladi.com · Marrakech.

— A UBCG project · 2026 —
ubcg.net