Location
UAE / KSA
Role
Experience Design Lead
Capabilities
Product Vision
Design Strategy
UX/UI Design
Prototyping
Amaala is a luxury tourism destination focused on wellness offering exceptional tailored experiences amid pristine natural landscapes. A fast-growing team structure and complex workflows demanded
an internal platform fit for such a challenge.
Amaala is a luxury tourism destination focused on wellness offering exceptional tailored experiences amid pristine natural landscapes. A fast-growing team structure 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.
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
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.
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.
Challenges
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Challenges
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