Client
Amaala
Location
UAE / KSA
Role
Experience Design Lead
Craft
Product Strategy
Product Innovation
North Star
Product Vision
Design Strategy
UX/UI Design
Prototyping
Stakeholder Collaboration
Design Advocacy
Amaala is a luxury tourism destination focused on wellness and tailored experiences amid pristine landscapes. A fast-growing team and complex workflows demanded an internal platform fit for such a challenge.
With over 2,500+ hotel keys and 835+ residences we needed to create an intuitive system that could service as an internal news repository as well as streamline daily operations for 20K+ future users while maintaining the brand’s commitment to art, wellness, and high-end experiences. Behind the scenes, the project faced significant structural and operational hurdles. A rigid initial strategy reduced design flexibility and enforced a waterfall delivery model, and limited early access to key stakeholders contributed to misalignment between expectations and actual delivery capabilities.
Client
Amaala
Location
UAE / KSA
Role
Experience Design Lead
Craft
Product Strategy
Product Innovation
North Star
Product Vision
Design Strategy
UX/UI Design
Prototyping
Stakeholder Collaboration
Design Advocacy
Amaala is a luxury tourism destination focused on wellness and tailored experiences amid pristine landscapes. A fast-growing team and complex workflows demanded an internal platform fit for such a challenge.
With over 2,500+ hotel keys and 835+ residences we needed to create an intuitive system that could service as an internal news repository as well as streamline daily operations for 20K+ future users while maintaining the brand’s commitment to art, wellness, and high-end experiences. Behind the scenes, the project faced significant structural and operational hurdles. A rigid initial strategy reduced design flexibility and enforced a waterfall delivery model, and limited early access to key stakeholders contributed to misalignment between expectations and actual delivery capabilities.
Client
Amaala
Location
UAE / KSA
Role
Design Lead
Craft
Product Strategy
Product Innovation
North Star
Product Vision
Design Strategy
UX/UI Design
Prototyping
Stakeholder Collaboration
Design Advocacy
Amaala is a luxury tourism destination focused on wellness and tailored experiences amid pristine landscapes. A fast-growing team and complex workflows demanded an internal platform fit for such a challenge.
With over 2,500+ hotel keys and 835+ residences we needed to create an intuitive system that could service as an internal news repository as well as streamline daily operations for 20K+ future users while maintaining the brand’s commitment to art, wellness, and high-end experiences. Behind the scenes, the project faced significant structural and operational hurdles. A rigid initial strategy reduced design flexibility and enforced a waterfall delivery model, and limited early access to key stakeholders contributed to misalignment between expectations and actual delivery capabilities.
Key metrics
12 weeks
from kick-off to launch
77%
found file management more accessible
Key metrics
12 weeks
from kick-off to launch
77%
found file management more accessible
Key metrics
12 weeks
from kick-off to launch
77%
found file management more accessible
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
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.
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.
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
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.
"
"
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