Amaala
Designit - Dubai

A management platform inspired by the purity of the red sea
Amaala, a luxury Saudi giga-project, needed a scalable digital portal to manage rapid expansion across 2,500+ hotel keys and 835+ residences. With a fast-growing workforce and complex workflows, the challenge was to create an intuitive system that could streamline daily operations for 20K+ future users while maintaining Amaala’s commitment to art, wellness, and high-end experiences.
Role
Experience
Capabilities
Digital Transformation
Stakeholder Management
Product Strategy
UX/UI Design
Prototyping
Location
UAE / KSA
Challenges
Behind the scenes, the project faced significant structural and operational hurdles. A rigid initial strategy reduced design flexibility and enforced a waterfall delivery model, eliminating opportunities for user validation. The development timeline was set by engineering partners, and limited early access to the primary client stakeholder contributed to misalignment between expectations and actual delivery capabilities.
Approach
To navigate ongoing scope and resourcing changes effectively I took a flexible approach grounded in clear prioritisation. Regular check-ins with the Managing Director allowed us to recalibrate timelines and team structure while keeping delivery on track. I also led alignment and process workshops with stakeholders and validated business objectives with both the client and engineering teams.
A key aspect of my work involved bridging gaps between disciplines by educating stakeholders from engineering and IT on the long-term value of integrating design early in the process. I had the opportunity to work with a highly adaptable team, continuously adjusting our approach to meet evolving delivery needs and quality standards. Additionally, I supported the main stakeholder during presentations to the C-suite.
We addressed tensions between pre-sales expectations and delivery realities through transparent communication, collaborative planning, and strong design leadership. This approach played a critical role in stabilizing the partnership and moving the project forward.
Outcomes
&
Deliverables
Increased confidence in design as a strategic function, resulting in stronger C-Suite advocacy and broader organizational buy-in.
Cross-functional collaboration between technology, business, and design functions, enabling unified decision-making across business units.
Introduction of user validation spikes in a traditional waterfall process, enhancing product relevance without disrupting delivery timelines.
End-to-end platform design & delivery roadmap.
3 months from kick-off to launch.
Amaala
Designit - Dubai

A management platform inspired by the purity of the red sea
Amaala, a luxury Saudi giga-project, needed a scalable digital portal to manage rapid expansion across 2,500+ hotel keys and 835+ residences. With a fast-growing workforce and complex workflows, the challenge was to create an intuitive system that could streamline daily operations for 20K+ future users while maintaining Amaala’s commitment to art, wellness, and high-end experiences.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam felis mauris, commodo sit amet scelerisque ac, ultrices in leo. Etiam sodales mauris turpis, at eleifend nisl mattis id. Nullam tempus quis erat at dignissim.
Approach
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam felis mauris, commodo sit amet scelerisque ac, ultrices in leo. Etiam sodales mauris turpis, at eleifend nisl mattis id. Nullam tempus quis erat at dignissim.
Outcomes
&
Deliverables
Increased confidence in design as a strategic function, resulting in stronger C-Suite advocacy and broader organizational buy-in.
Cross-functional collaboration between technology, business, and design functions, enabling unified decision-making across business units.
Introduction of user validation spikes in a traditional waterfall process, enhancing product relevance without disrupting delivery timelines.
End-to-end platform design & delivery roadmap.
3 months from kick-off to launch.
Details
Experience
Location
UAE / KSA
Capabilities
Digital Transformation
Stakeholder Management
Product Strategy
UX/UI Design
Prototyping
Amaala
Designit - Dubai

A management platform inspired by the purity of the red sea
Amaala, a luxury Saudi giga-project, needed a scalable digital portal to manage rapid expansion across 2,500+ hotel keys and 835+ residences. With a fast-growing workforce and complex workflows, the challenge was to create an intuitive system that could streamline daily operations for 20K+ future users while maintaining Amaala’s commitment to art, wellness, and high-end experiences.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam felis mauris, commodo sit amet scelerisque ac, ultrices in leo. Etiam sodales mauris turpis, at eleifend nisl mattis id. Nullam tempus quis erat at dignissim.
Approach
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam felis mauris, commodo sit amet scelerisque ac, ultrices in leo. Etiam sodales mauris turpis, at eleifend nisl mattis id. Nullam tempus quis erat at dignissim.
Outcomes
&
Deliverables
Increased confidence in design as a strategic function, resulting in stronger C-Suite advocacy and broader organizational buy-in.
Cross-functional collaboration between technology, business, and design functions, enabling unified decision-making across business units.
Introduction of user validation spikes in a traditional waterfall process, enhancing product relevance without disrupting delivery timelines.
End-to-end platform design & delivery roadmap.
3 months from kick-off to launch.
Details
Experience
Location
UAE / KSA
Capabilities
Digital Transformation
Stakeholder Management
Product Strategy
UX/UI Design
Prototyping









Amaala Closed Eye
Amaala Closed Eye









"
"
Designit’s team has done a fantastic job in merging very complex business requirements with our core luxury essence, delivering, what I have seen to date, the most appealing intranet portal design ever."
Senior Communications Manager
Amaala
Designit - Dubai

A management platform inspired by the purity of the red sea
Amaala, a luxury Saudi giga-project, needed a scalable digital portal to manage rapid expansion across 2,500+ hotel keys and 835+ residences. With a fast-growing workforce and complex workflows, the challenge was to create an intuitive system that could streamline daily operations for 20K+ future users while maintaining Amaala’s commitment to art, wellness, and high-end experiences.
Role
Experience
Capabilities
Digital Transformation
Stakeholder Management
Product Strategy
UX/UI Design
Prototyping
Location
UAE / KSA
Challenges
Behind the scenes, the project faced significant structural and operational hurdles. A rigid initial strategy reduced design flexibility and enforced a waterfall delivery model, eliminating opportunities for user validation. The development timeline was set by engineering partners, and limited early access to the primary client stakeholder contributed to misalignment between expectations and actual delivery capabilities.
Approach
To navigate ongoing scope and resourcing changes effectively I took a flexible approach grounded in clear prioritisation. Regular check-ins with the Managing Director allowed us to recalibrate timelines and team structure while keeping delivery on track. I also led alignment and process workshops with stakeholders and validated business objectives with both the client and engineering teams.
A key aspect of my work involved bridging gaps between disciplines by educating stakeholders from engineering and IT on the long-term value of integrating design early in the process. I had the opportunity to work with a highly adaptable team, continuously adjusting our approach to meet evolving delivery needs and quality standards. Additionally, I supported the main stakeholder during presentations to the C-suite.
We addressed tensions between pre-sales expectations and delivery realities through transparent communication, collaborative planning, and strong design leadership. This approach played a critical role in stabilizing the partnership and moving the project forward.
Outcomes
&
Deliverables
Increased confidence in design as a strategic function, resulting in stronger C-Suite advocacy and broader organizational buy-in.
Cross-functional collaboration between technology, business, and design functions, enabling unified decision-making across business units.
Introduction of user validation spikes in a traditional waterfall process, enhancing product relevance without disrupting delivery timelines.
End-to-end platform design & delivery roadmap.
3 months from kick-off to launch.
Amaala
Designit - Dubai

A management platform inspired by the purity of the red sea
Amaala, a luxury Saudi giga-project, needed a scalable digital portal to manage rapid expansion across 2,500+ hotel keys and 835+ residences. With a fast-growing workforce and complex workflows, the challenge was to create an intuitive system that could streamline daily operations for 20K+ future users while maintaining Amaala’s commitment to art, wellness, and high-end experiences.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam felis mauris, commodo sit amet scelerisque ac, ultrices in leo. Etiam sodales mauris turpis, at eleifend nisl mattis id. Nullam tempus quis erat at dignissim.
Approach
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam felis mauris, commodo sit amet scelerisque ac, ultrices in leo. Etiam sodales mauris turpis, at eleifend nisl mattis id. Nullam tempus quis erat at dignissim.
Outcomes
&
Deliverables
Increased confidence in design as a strategic function, resulting in stronger C-Suite advocacy and broader organizational buy-in.
Cross-functional collaboration between technology, business, and design functions, enabling unified decision-making across business units.
Introduction of user validation spikes in a traditional waterfall process, enhancing product relevance without disrupting delivery timelines.
End-to-end platform design & delivery roadmap.
3 months from kick-off to launch.
Details
Experience
Location
UAE / KSA
Capabilities
Digital Transformation
Stakeholder Management
Product Strategy
UX/UI Design
Prototyping
Amaala
Designit - Dubai

A management platform inspired by the purity of the red sea
Amaala, a luxury Saudi giga-project, needed a scalable digital portal to manage rapid expansion across 2,500+ hotel keys and 835+ residences. With a fast-growing workforce and complex workflows, the challenge was to create an intuitive system that could streamline daily operations for 20K+ future users while maintaining Amaala’s commitment to art, wellness, and high-end experiences.
Challenge
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam felis mauris, commodo sit amet scelerisque ac, ultrices in leo. Etiam sodales mauris turpis, at eleifend nisl mattis id. Nullam tempus quis erat at dignissim.
Approach
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam felis mauris, commodo sit amet scelerisque ac, ultrices in leo. Etiam sodales mauris turpis, at eleifend nisl mattis id. Nullam tempus quis erat at dignissim.
Outcomes
&
Deliverables
Increased confidence in design as a strategic function, resulting in stronger C-Suite advocacy and broader organizational buy-in.
Cross-functional collaboration between technology, business, and design functions, enabling unified decision-making across business units.
Introduction of user validation spikes in a traditional waterfall process, enhancing product relevance without disrupting delivery timelines.
End-to-end platform design & delivery roadmap.
3 months from kick-off to launch.
Details
Experience
Location
UAE / KSA
Capabilities
Digital Transformation
Stakeholder Management
Product Strategy
UX/UI Design
Prototyping









Amaala Closed Eye
Amaala Closed Eye









"
"
Designit’s team has done a fantastic job in merging very complex business requirements with our core luxury essence, delivering, what I have seen to date, the most appealing intranet portal design ever."
Senior Communications Manager