Redesigning Saudi Arabia’s digital financing experience for 100,000+ users across mobile, web, and kiosk.
Role
- Product Designer · Design Systems · Client Research
Duration
- 4 Months
Platform
- Mobile App, Web Portal, Partner Portal
Industry
- Financial Services, Saudi Arabia
Overview
The Problem
AlYusr’s existing platform was fragmented and built around a single product. Users faced unclear journeys, no transparency on repayment terms, and zero guidance through complex financial decisions. Drop-offs were high, trust was low.
The Solution
A unified omnichannel experience across mobile, web, and kiosk — rebuilt with intent-driven flows, real-time feedback, financial clarity tools, and a scalable bilingual design system covering both Retail and SME users.
My Role
End-to-end involvement across research, design, and systems.
Research & Discovery
Led client-facing sessions, gathered pain points, and translated stakeholder feedback directly into design decisions across weekly progress meetings.
Product Design
Designed end-to-end screens for both Retail and SME apps — covering onboarding, finance simulation, offer acceptance, and insurance selection.
Design System
Built and maintained a scalable tokenized system with bilingual RTL/LTR support, standardizing components across mobile, web, and kiosk.
Research & Discovery
Insights that shaped every design decision.
Research began with direct stakeholder interviews covering business goals, user behavior, and pain points. Every finding was mapped across four dimensions, experience expectations, behavioral patterns, demographics, and business objectives, all fed directly into the design process.
User Personas
Two users. Two distinct needs. One unified experience.
Two personas guided our design priorities, from a digitally fluent young professional seeking speed and clarity, to a retired user who needed simplicity and reassurance at every step.
User Journey
From curiosity to completion, every step mapped.
This journey map traces the end-to-end experience of a user applying for finance through the Alyusr app. Six stages, five emotional states, and every touchpoint accounted for — from product discovery to digital signing.
User Flow
Intentionally simple. Purposefully complete.
The retail personal finance flow was designed to get users from onboarding to disbursement with minimal friction. Every decision point, fallback state, and rejection path was mapped before a single screen was designed.
Success Metrics
Designing for outcomes, not just outputs.
Before any screen was designed, we defined what success looked like. Five KPIs across engagement, satisfaction, efficiency, revenue, and cost guided every decision throughout the project.
Design System
Built to scale across three platforms.
A unified design system underpinned every screen. Tokenized color variables, bilingual typography scales, and a full component library ensured consistency across mobile, web, and kiosk — giving the development team everything needed to ship without ambiguity.
Core foundations: color tokens and bilingual typography scale
Component library: buttons, inputs, cards, sliders, and navigation patterns
UI Screens
The final experience, in English and Arabic.
Every screen was designed for both LTR and RTL — ensuring the experience felt native to all users. From onboarding to dashboard, the interface is clean, transparent, and built for trust.
A selection of final screens across the Alyusr experience.
