CHALLENGE

While Qiddiya City was still under construction, its future vision needed to become tangible through a digital experience. The website was the cornerstone: the first digital expression of Qiddiya’s vibrant branding, establishing the foundation for future apps and platforms. It also needed to serve two distinct audiences: building trust with investors while creating awareness and desirability among future visitors.

 
SOLUTION

As Lead Product Designer, I led the translation of Qiddiya’s branding into a new website, establishing the foundation for a scalable RTL/LTR design system in English and Arabic.

Starting from a static landing page, we worked iteratively over six months with brand, product and business stakeholders. The website established the visual language, interaction patterns and components for future digital experiences.

For B2B, we balanced Qiddiya’s brand with corporate credibility and transparency, optimizing the experience for investor engagement and lead generation. For B2C, motion, gamification and playful interactions transformed discovery from passive browsing into a fun, engaging experience.

RESULTS

The result was a scalable digital experience that made Qiddiya’s future vision tangible combining playful discovery with the clarity and credibility investors needed.

→ 55% bounce rate on arrival 
Improved the first-screen choice between B2C discovery and B2B investment

→ +70% high-intent investment leads
Strengthened Qiddiya’s investor experience to build trust, increasing brochure downloads and sales inquiries. 

→ 95+ Google Lighthouse score
Maintained strong performance despite a motion-rich experience, including on mobile devices.