Turning Complex Finance into Actionable Investment in the Saudi Market
Overview
Tamweel Al-Awwal is an investment platform based in Saudi Arabia. The project aimed to transform the existing website into a mobile application tailored for Saudi investors. Working within a cross-functional team, I contributed as a UX/UI Designer, responsible for analyzing the website and reimagining its features for a seamless mobile experience.
My Role
Collaborated as a UX/UI Designer within a cross-functional team that included another designer, a developer, and a project manager. My primary responsibility was analyzing the existing investment website and the Saudi market, then translating its features into a mobile-first experience. I focused on crafting the user interface, refining flows for clarity, and ensuring the visual design aligned with the expectations of Saudi investors.
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Problem Statement
The existing platform was web-only, making it less accessible for investors who preferred managing their finances on-the-go. The website also lacked a user-friendly structure for smaller screens, creating friction in navigation and limiting engagement on mobile devices.
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Solution
The platform was redesigned as a mobile-first application, prioritizing accessibility, clarity, and an investor-friendly experience. We introduced modern UI components such as stacked button sheets for easier navigation and smoother interactions on small screens. The final design delivered a streamlined, visually engaging app that made investing more convenient and intuitive for Saudi users.
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Process
Our design process was focused on translating the existing website into a mobile-first experience while aligning with the needs of Saudi investors. The steps included: 1. Market Review – Studied the Saudi investment landscape to understand common patterns and expectations in finance apps. 2. Platform Analysis – Evaluated the existing website to identify essential features, pain points, and opportunities for improvement. 3. Feature Translation – Adapted the website’s key functions into a mobile format, restructuring flows to suit smaller screens and touch interactions. 4.Design – Developed a modern, investor-friendly interface that incorporated intuitive navigation patterns, including stacked button sheets for quicker access.
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Market Review
Before redesigning the platform for mobile, we conducted a comprehensive review of the Saudi investment landscape. The goal was to understand user expectations, common patterns in finance apps, and local market nuances that could influence the mobile experience.
Key Insights
1. Simplified Onboarding Trend: The saudi invesment market is prioritizing intuitive onboarding processes to reduce friction for new users. Opportunity: Implement a personalized onboarding experience that adapts to the user's investment knowledge and goals.
2. Personalized Dashboards Trend: Dashboards are tailored to display relevant investment opportunities and performance metrics. Opportunity: Develop dynamic dashboards that adjust content based on user behavior and preferences.
3. Real-Time Data & Alerts Trend: Providing real-time market data and personalized alerts to keep users informed. Opportunity: Enhance data visualization and offer customizable alert settings to improve user engagement.
4. Robust Security Measures Trend: Implementing multi-factor authentication and encryption to ensure secure transactions. Opportunity: Incorporate biometric authentication and transparent security protocols to build trust.
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Platform Analysis
The goal was to assess the current Tamweel al-Awwal website to identify its core features, understand user pain points, and uncover opportunities for enhancement. This analysis served as the foundation for redesigning the platform into a mobile-first application tailored for Saudi investors.
Key Findings
Core Features
The website provides a range of investment products, including public investment funds and market insights. Users can view their investment portfolios and transaction histories.
The platform offers articles and resources to educate users about investment opportunities.
Weaknesses
No optimization for mobile devices, leading to difficulties in accessing information on smaller screens.
Processes like registration and investment transactions, involve multiple steps, which can be confusing for users.
The platform does not offer personalized recommendations or insights based on user behavior or preferences.
Oppurtunities
Simplifying multi-step processes to make investments faster and more intuitive.
Offering tailored portfolio suggestions and notifications to enhance engagement.
Restructuring menus and flows to reduce friction and make key features more discoverable.
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Feature Translation
This section highlights how we translated the website's core features into a mobile-first design, simplified complex flows, and introduced intuitive interactions to make investing faster, clearer, and more engaging for users.
Mobile-First User Flow
Redesigning for Mobile
I sketched out early concepts to quickly explore how the existing web experience could be adapted into mobile screens. These sketches helped me test ideas, visualize flows, and refine layouts before committing to design tools.
Through rapid sketching and multiple iterations, I explored different ways to balance clarity with depth, ensuring the user sees everything they need to make an informed decision without cognitive overload. The final iteration introduces a clean, contained page with tabbed navigation, allowing users to explore details step by step at their own pace. This approach keeps the experience smooth, digestible, and decision-focused.
Through sketching and early concept exploration, I proposed a more personalized mobile-first home screen that immediately connects with the user. By surfacing a quick snapshot of their wallets and investments alongside tailored opportunity recommendations, the design not only builds trust but also motivates users to take action. These sketches became a starting point for discussions with stakeholders and the team, aligning around a vision of a home experience that feels dynamic, relevant, and user-driven.
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Design
With the main flows and structures defined, we translated the sketches into polished UI screens. Our focus was on applying modern UI patterns and smooth interaction design to simplify complex investment data. I introduced clear layouts, lightweight components, and micro-interactions that guide users step by step without overwhelming them. The final design emphasizes clarity, personalization, and usability, ensuring that investors can quickly access key insights and make informed decisions with confidence.
Account Settings
Account Promotion
Authentication Flow
KYC Flow
Investment Flow
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Takeaways & Reflection
This project was a deep dive into redesigning a web-based investment platform into a mobile-first experience for Saudi investors. By analyzing the existing platform, studying market patterns, and iterating through sketches and flows, I learned how crucial it is to balance clarity with depth in financial products. A big part of the success came from collaborating closely with fellow designers and stakeholders, where sketching and open discussions helped refine ideas before moving into high-fidelity design. Most importantly, the project reinforced that redesigning financial tools is not only about aesthetics, it’s about creating trust, accessibility, and clarity for the user while ensuring the product meets business goals.
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