Transforming how citizens and businesses interact with government—securely, seamlessly, and at scale.

Summary / Opportunity

Saudi Arabia’s Vision 2030 called for a radical digital leap: unify government-citizen interactions under one digital roof. The opportunity? Build a zero-to-one platform to centralize services, eliminate paper, and redefine trust in government processes.

My Role

Led the end-to-end product strategy and UX design for the Digital Government Platform. Partnered closely with engineering, policy, and regulatory stakeholders to shape user journeys across four core modules: Digital Locker, Digital Wallet, Identity System, and Unified Account.

Challenges + Pivots

Designing for national scale meant navigating high-stakes security, user trust, and legacy behaviors. We balanced innovation with accessibility, iterated on prototypes based on citizen and business feedback, and modularized the platform for scalable governance.

Outcome / Impact

The platform launched as NEOM’s digital backbone—unifying citizen and business access to all government services. It’s now a model for smart governance, enabling secure storage, instant payments, and paperless workflows.

“This is what a future-facing government should feel like.” —Public beta participant

Output

• Digital Locker for individuals and businesses

• Digital Wallet with full transaction history and favorite methods

• Identity Management System for seamless verification

• Unified Account with alerts, deadlines, and access to local/national services

• Built with a scalable atomic design system ensuring consistency across modules

  
  

What I Learned

Designing digital infrastructure at this scale taught me to think like a policymaker, not just a product designer. I learned to translate systemic complexity into intuitive flows—building not just features, but trust.