Branding, Website, Design system, Design strategy, UX, UI
AlUla
Client
Sector
Role
Year
Royal Comission of AlUla
Travel & Tourism
Design Lead
2022 – 2024
I led a cross-functional design team across the UK and Sweden to reimagine the digital luxury travel experience for the Royal Commission for AlUla (RCU) in Saudi Arabia. Collaborating closely with RCU stakeholders, I ensured alignment at every stage of the process, from strategising and planning to sketching, high-fidelity design, prototyping, testing, and delivering design systems for seamless developer hand-off. I also mapped the current visitor journey, identified pain points, and envisioned a future-state experience. The result was a cohesive global brand campaign, a new website, and a mobile app that authentically reflected AlUla’s wonder while delivering on the brand’s promise of a world-class visitor experience.
Live site
Approach
I led and directed the design team, partnering closely with stakeholders to deliver practical, tangible solutions that elevated the visitor experience for the Royal Commission for AlUla. This included launching a new mobile app and refreshing the website to align with the brand’s vision, combining strategic design direction with hands-on execution to bring the project to life.
Design systems
During an intensive design phase, I led the team in creating a comprehensive component library, establishing a single source of truth for design teams, content creators, and developers. Documented in a robust Design System, the library encompassed granular UI elements such as typography, colours, icons, and responsive grids tailored for desktops, tablets, and mobiles. We also designed for multilingual audiences, addressing character limits and mirrored layouts to ensure an intuitive experience for Arabic users.
AlUla creating luxury travel digital experiences
I crafted a seamless digital visitor experience to introduce an esteemed luxury destination to a global audience, blending captivating visuals, intuitive navigation, and immersive storytelling. By drawing on rich audience insights and extensive user testing with local and international users, we ensured every aspect of the experience reflected local nuances and the brand’s purposeful agenda. The result is a harmonious fusion of elegance and innovation that authentically showcases the destination’s allure.
