Project
Amaala
Role
Experience Design Lead
Services
Design Strategy
Cross-functional leadership
Product innovation
Stakeholder relationships
UX/UI Design
Prototyping
Location
United Arab Emirates / Kingdom of Saudi Arabia
Description
Launching a grandiose portal for a Saudi Arabian national initiative.
AMAALA, a luxury tourism destination focused on art, wellness, and high-end experiences, needed an intuitive platform that could serve as an internal news repository as well as working environment to streamline daily internal operations.
Rapid team growth and increasingly complex workflows required a flexible system to grow from 250 to 20k+ end users.
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 was invited to present the design work and support the main stakeholder to board of directors and extended executive level members.
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.
12 weeks
from kick-off to MVP launch
48 layouts
to tailor the experience
87
%
found file management more accessible
Project
Amaala
Role
Experience Design Lead
Services
Design Strategy
Cross-functional leadership
Product innovation
Stakeholder relationships
UX/UI Design
Prototyping
Location
United Arab Emirates / Kingdom of Saudi Arabia
Description
Launching a grandiose portal for a Saudi Arabian national initiative.
AMAALA, a luxury tourism destination focused on art, wellness, and high-end experiences, needed an intuitive platform that could serve as an internal news repository as well as working environment to streamline daily internal operations.
Rapid team growth and increasingly complex workflows required a flexible system to grow from 250 to 20k+ end users.
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 was invited to present the design work and support the main stakeholder to board of directors and extended executive level members.
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.
12 weeks
from kick-off to MVP launch
48 layouts
to tailor the experience
87
%
found file management more accessible
Project
Amaala
Role
Experience Design Lead
Services
Design Strategy
Cross-functional leadership
Product innovation
Stakeholder relationships
UX/UI Design
Prototyping
Location
UAE / KSA
Description
Launching a grandiose portal for a Saudi Arabian national initiative.
AMAALA, a luxury tourism destination focused on art, wellness, and high-end experiences, needed an intuitive platform that could serve as an internal news repository as well as working environment to streamline daily internal operations
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 was invited to present the design work and support the main stakeholder to board of directors and extended executive level members.
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.
Impact
12 weeks
from kick-off to MVP launch
48 layouts
to tailor the experience
87
%
found file management more accessible
“Designit’s team has done a fantastic job in merging very complex business requirements with our core luxury essence, delivering the most appealing intranet portal design that I have seen to date."
Senior Internal Communications Manager
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