When you're tasked with redesigning the digital face of a national transformation, the responsibility is as inspiring as it is immense.

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As the lead design strategist for the Saudi Vision 2030 website revamp, I was entrusted with more than a UI makeover — I was designing a digital interface that needed to capture the ambition, transparency, and future-forward ethos of an entire nation's roadmap.

 

The challenge? To take a dense, policy-rich platform and turn it into a visually powerful, intuitive, and inclusive user experience — one that resonates with citizens, investors, and global observers alike.

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Humanizing a National Strategy

From day one, I approached this project not just as a designer, but as a translator — transforming national objectives into human-centered digital interactions.

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Here’s how I led this transformation:

• Conducted quantitative and qualitative research to understand how people engaged with the original platform — and where it failed them

• Led the creation of detailed user personas representing different segments: policymakers, investors, students, and citizens

• Used card sorting and user flow mapping to completely reimagine the site’s information architecture

• Prioritized task-oriented features based on real user needs, including interactive data visualizations, an event calendar, and customizable dashboards

• Designed and tested multiple UI concepts, using iterative feedback loops to refine everything from layout to tone of voice

• Ensured that every design choice reflected accessibility standards and was aligned with Saudi Vision 2030’s core values: innovation, opportunity, and transparency

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Designing with Strategy, Empathy, and Clarity

What made this project unique was the balance between strategic clarity and human connection. I wasn’t just improving the visual layer — I was reshaping how users perceive and engage with a monumental national initiative.

I treated the platform as a living interface for progress, where design plays the role of educator, guide, and enabler. Every user flow, micro-interaction, and visual cue was intentionally crafted to inspire confidence and curiosity.

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The Result

The revamped Saudi Vision 2030 website now serves as a strategic communication platform, bridging policy with people. With improved accessibility, simplified navigation, and a modern, culturally resonant visual language, it delivers both purpose and polish.

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For me, this project was a testament to what happens when design strategy is embedded at the core of digital transformation — turning abstract vision into usable, impactful experiences.