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