Saudi Digital Property Acquisition

topline business goal
We created Saudi Arabia’s new real estate offerings with confidence, increasing inquiry rates by 20% within 3 months while increasing overall homeownership to 70% by 2030
date
September 2023 – April 2024
role
Lead Product Designer (3 streams, 3000+ component Design System)
Impact
$1bn sales revenue within 12 months of launch
Increased inquiry rates by 20% within 3 months; 10,000 registered new users across Saudi Arabia
Scope
Designed a scalable, bilingual platform uniting three core real estate products and Super App, underpinned by a modular design system and built for complex journeys, rapid rollout, and future-ready transformation.

Process
I led design on the project, from Discovery to Launch.
The project featured end-to-end design of a 3,000+ component, bilingual-ready design system rolled out across multiple product streams. This process brought together over 60 specialists — from product managers to engineers — to deliver at speed without compromising quality.
From a single button to an enterprise-grade Superapp, every request moved through a streamlined five-step process: Discovery & Research, Architecture & Design System Planning, Iterative Delivery with Engineering, Testing & Refinement, and Launch & Scale.

Research & Insights
We grounded our design decisions in the realities of Saudi homeowners.
I led qualitative and quantitative research across Saudi Arabia to ensure our design and product strategy solved the right problems. From 1,000+ survey responses to in-depth interviews and competitor analysis, the findings directly informed architecture, design system priorities, and MVP scope.

Who we spoke to
- 1,000+ homeowners & renters surveyed across age, income, and region
- Structured interviews across 3 key personas:
- Family Oriented
- The Modest
- Newlyweds
Key pain points
- #1 Need: reliable home maintenance services
- Limited payment options and low trust in digital channels
- Frustration with complex purchase journeys
- Regional differences in UI expectations and service relevance
Design implications
- Prioritise bilingual accessibility at system level
- Architect for complex, multi-step journeys
- Emphasise ease of use, value for money, and trust & transparency as core design imperatives
- Align features with engineering feasibility for rapid rollout
With this evidence base, we moved confidently into architecture and design system planning — ensuring every decision traced back to a validated user and market insight. This also provided the insight to create theuser journeys and app IA
Design System
This is body copy descriping the project

I single-handedly created a scalable, atomic design system from the ground up — the culmination of years studying and applying Brad Frost’s methodology. The result: 3,000+ meticulously crafted, fully documented components deployed across multiple product streams. Every element, from the smallest atom to complex templates, was modular by design — engineered so smaller parts could be reused, combined, and scaled into complete, production-ready experiences. This modularity, paired with clear hierarchies and usage rules, enabled rapid assembly of new interfaces without compromising consistency.
Built in close collaboration with engineering, every component mapped directly to its front-end counterpart in Storybook. I owned the entire process — setting naming conventions, documentation standards, and Figma structures that mirrored the codebase. By maintaining the backlog, running audits, and unblocking dependencies, I ensured the system was pixel-perfect, fully adopted, and resilient — a future-proof foundation for the platform’s growth.
Partnered closely with engineers to validate feasibility, optimise component structure, and ensure every design translated flawlessly from Figma into production-ready Storybook code. A view below of the collaborative proces

Solution
As a result, we designed an app which

The design system became the unifying foundation for three core product streams — a buyer-facing superapp, home acquisition tools, and a home services marketplace.
By applying the same modular components, visual language, and interaction patterns across all streams, we ensured a consistent user experience, faster delivery, and simplified maintenance. Each stream leveraged shared elements such as navigation, form systems, and card layouts, while allowing for custom features tailored to its unique user journey.
Impact
This is body copy descriping the project

Business

Design