Client

WalaPlus

Industry

Fintech - Services

Evolving Walaplus into a Seamless Super App

Evolving Walaplus into a Seamless Super App

Walaplus is designed to support employees with tailored solutions that boost engagement, loyalty, and workplace happiness. Over time, its interface became inconsistent, making navigation and tool access challenging. The redesign transformed Walaplus into a super app, a unified platform that seamlessly integrates multiple tools and services.

Walaplus is designed to support employees with tailored solutions that boost engagement, loyalty, and workplace happiness. Over time, its interface became inconsistent, making navigation and tool access challenging. The redesign transformed Walaplus into a super app, a unified platform that seamlessly integrates multiple tools and services.

Key improvements focused on:

Key improvements focused on:

  • Enhancing information architecture for more intuitive navigation

  • Improving feature discoverability so employees can access tools quickly

  • Standardizing components for a cohesive, professional interface

  • Optimizing accessibility and interactions to support all users

  • Enhancing information architecture for more intuitive navigation

  • Improving feature discoverability so employees can access tools quickly

  • Standardizing components for a cohesive, professional interface

  • Optimizing accessibility and interactions to support all users

This revamp not only modernized the visual design but also created a more efficient, user-friendly, and engaging experience for Saudi enterprise users.

This revamp not only modernized the visual design but also created a more efficient, user-friendly, and engaging experience for Saudi enterprise users.

Market Expectations

Users in Saudi Arabia expect fast, intuitive, mobile-first apps.

Competitive Landscape

Other regional super apps (like STC Pay, Careem, Noon) provide smooth multi-service experiences.

Key improvements focused on:
  • Enhancing information architecture for more intuitive navigation

  • Improving feature discoverability so employees can access tools quickly

  • Standardizing components for a cohesive, professional interface

  • Optimizing accessibility and interactions to support all users

This revamp not only modernized the visual design but also created a more efficient, user-friendly, and engaging experience for Saudi enterprise users.

+50%

+50%

+50%

Feature discoverability

Reduce component
duplication

Reduce
component
duplication

40%

40%

40%

Reduced navigation errors

Reduced navigation
errors

Reusable
components
created

2x

2x

2x

Fewer Taps to Complete Tasks

Fewer Taps to Complete Tasks

increase
in pattern
clarity

Building a Redesign
That Works

With a clear understanding of the challenges users faced and the opportunities to improve the platform, we defined a structured approach to tackle the redesign. Our process focused on identifying pain points, establishing design foundations, and iterating solutions that were intuitive, consistent, and aligned with user needs. This approach ensured every decision was grounded in research and designed to enhance the overall user experience.

With a clear understanding of the challenges users faced and the opportunities to improve the platform, we defined a structured approach to tackle the redesign. Our process focused on identifying pain points, establishing design foundations, and iterating solutions that were intuitive, consistent, and aligned with user needs. This approach ensured every decision was grounded in research and designed to enhance the overall user experience.

Process Overview

Process Overview

To ensure the redesign of Walaplus addressed real user needs and created meaningful impact, we followed a structured, research-driven process focused on both employees and internal stakeholders

To ensure the redesign of Walaplus addressed real user needs and created meaningful impact, we followed a structured, research-driven process focused on both employees and internal stakeholders

1.Audit & Assessment

1.Audit & Assessment

We began by evaluating the current platform to uncover inconsistencies and quantify design debt across screens, features, and workflows. This audit provided a clear picture of the product’s strengths and gaps, setting the stage for a more cohesive redesign.

2. Research & Insights

2. Research & Insights

Through contextual inquiries, user interviews, and analytics reviews, we observed how users interacted with the platform. This research uncovered pain points in navigation, feature discoverability, component usage, and accessibility, revealing challenges across roles and experience levels.

3. Defining Foundations & Strategy

3. Defining Foundations & Strategy

insights from our research informed the creation of shared design principles, interaction patterns, and accessibility standards. These foundations guided all design decisions, ensuring consistency, scalability, and alignment with both user needs and business goals.

4. Validation & Iteration

4. Validation & Iteration

New components and redesigned screens were tested in context with employees and stakeholders. Continuous feedback loops allowed us to refine the experience, resulting in solutions that were intuitive, efficient, and adaptable to the diverse needs of users.

People wanted to complete tasks quickly,
but scattered features made the process frustrating.

People wanted to complete tasks quickly,
but scattered features made the process frustrating.

People wanted to complete tasks quickly, but scattered features made the process frustrating.

Scaling Without
Structure

As Walaplus grew, its experience struggled to keep pace with expansion. New features were added quickly, but structure and consistency lagged behind. Users found it harder to navigate, discover features, and complete tasks efficiently. These challenges impacted both users and internal teams, slowing development and weakening the overall product experience, signaling the need for a more scalable approach.

As Walaplus grew, its experience struggled to keep pace with expansion. New features were added quickly, but structure and consistency lagged behind. Users found it harder to navigate, discover features, and complete tasks efficiently. These challenges impacted both users and internal teams, slowing development and weakening the overall product experience, signaling the need for a more scalable approach.

  • Navigation became increasingly complex as new features were layered on top of existing ones
  • Navigation became increasingly complex as new features were layered on top of existing ones

  • Key employee tools were difficult to discover or access quickly
  • Key employee tools were difficult to discover or access quickly

  • Inconsistent components and interaction patterns reduced usability and trust
  • Inconsistent components and interaction patterns reduced usability and trust

  • Accessibility considerations were not applied consistently across the product
  • Accessibility considerations were not applied consistently across the product

Information Architecture & Navigation

As Walaplus evolved, the navigation structure reflected feature growth rather than user intent. This resulted in fragmented pathways and increased cognitive load, particularly for employees trying to complete routine tasks efficiently, i led a restructuring of the information architecture with a focus on mental models and task frequency. Features were reorganized around how employees naturally think about benefits, rewards, and tools—rather than internal product or business groupings.

As Walaplus evolved, the navigation structure reflected feature growth rather than user intent. This resulted in fragmented pathways and increased cognitive load, particularly for employees trying to complete routine tasks efficiently, i led a restructuring of the information architecture with a focus on mental models and task frequency. Features were reorganized around how employees naturally think about benefits, rewards, and tools—rather than internal product or business groupings.

The Friction Points

The Friction Points
  • Overloaded navigation with overlapping sections

  • Inconsistent entry points to the same tools

  • Increased time spent searching rather than completing tasks

  • Low-contrast text and icons reduce accessibility

Redesign That Works

Redesign That Works
  • Clear, intent-based grouping of features

  • Predictable navigation patterns across the app

  • A scalable structure that supports future tools.

  • Accessible navigation with improved text and icon contrast

Making Key Features Easy to Find

Despite offering a wide range of user tools, many high-value features were underutilized due to poor visibility and unclear prioritization. Discoverability issues reduced perceived value and engagement with the platform, i established a clear hierarchy of actions and content across key screens, ensuring that primary user workflows were immediately visible while secondary actions remained accessible without competing for attention.

Despite offering a wide range of user tools, many high-value features were underutilized due to poor visibility and unclear prioritization. Discoverability issues reduced perceived value and engagement with the platform, i established a clear hierarchy of actions and content across key screens, ensuring that primary user workflows were immediately visible while secondary actions remained accessible without competing for attention.

Driving Engagement
Beyond Core Tasks

Driving Engagement
Beyond Core Tasks

To enhance user engagement and interaction, I led a revamp of the Walaplus platform that introduced gamification elements, achievement badges, progress tracking, and interactive stories. These features made the experience more visually engaging, encouraged regular use, and motivated employees to explore available tools and services.

To enhance user engagement and interaction, I led a revamp of the Walaplus platform that introduced gamification elements, achievement badges, progress tracking, and interactive stories. These features made the experience more visually engaging, encouraged regular use, and motivated employees to explore available tools and services.

Reward-Driven Motivation

Reward-Driven Motivation

To encourage deeper engagement with the rewards system, I designed a clear incentive model that shows how using more points unlocks higher cashback. This approach made value progression transparent, motivated users to maximize their rewards, and reinforced positive spending behavior without adding complexity.

To encourage deeper engagement with the rewards system, I designed a clear incentive model that shows how using more points unlocks higher cashback. This approach made value progression transparent, motivated users to maximize their rewards, and reinforced positive spending behavior without adding complexity.

Stories as an Engagement Layer

Stories as an Engagement Layer

The Stories feature was introduced to create a more dynamic and engaging experience within Walaplus. By surfacing timely content, offers, and updates in a familiar, lightweight format, it increased discoverability, encouraged frequent interaction, and strengthened the connection between users and the platform, without disrupting core workflows.

The Stories feature was introduced to create a more dynamic and engaging experience within Walaplus. By surfacing timely content, offers, and updates in a familiar, lightweight format, it increased discoverability, encouraged frequent interaction, and strengthened the connection between users and the platform, without disrupting core workflows.

Lightweight Social Moments

Lightweight Social Moments

To drive engagement beyond transactions, I introduced lightweight social touchpoints, celebratory messages, reactions, emojis, and a shared activity timeline. These moments added personality to the experience, encouraging repeat visits and emotional connection without disrupting core user flows.

To drive engagement beyond transactions, I introduced lightweight social touchpoints, celebratory messages, reactions, emojis, and a shared activity timeline. These moments added personality to the experience, encouraging repeat visits and emotional connection without disrupting core user flows.

Enhancing Clarity Through Motion

Enhancing Clarity Through Motion

Animated interactions turn routine actions into moments of satisfaction. From task completion to success states, motion adds energy and positive reinforcement to everyday workflows.

Engagement doesn’t come from adding features,
it comes from making everyday actions feel rewarding

Engagement doesn’t come from adding features,
it comes from making everyday actions feel rewarding

Engagement doesn’t come from adding features, it comes from making everyday actions feel rewarding

Clarity • Consistency • Speed • Efficiency •

Results That Matter

Results That Matter

By introducing purposeful engagement mechanics and clear reward cues, we enhanced how users interact with Walaplus. The improvements increased participation, encouraged reward utilization, and created a more cohesive and motivating experience across core tasks and engagement flows.

By introducing purposeful engagement mechanics and clear reward cues, we enhanced how users interact with Walaplus. The improvements increased participation, encouraged reward utilization, and created a more cohesive and motivating experience across core tasks and engagement flows.

Increased Engagement

Increased Engagement

Users interact with the app more frequently through gamified flows, stories, and social touchpoints.

Higher Reward Redemption

Higher Reward Redemption

Clear value progression encouraged users to spend more points, increasing cashback redemption rates.

Improved Task Completion

Improved Task Completion

Progress indicators and feedback animations made tasks easier to understand and complete confidently.

Stronger Emotional Connection

Stronger Emotional Connection

Celebrations, reactions, and social moments made the experience feel more rewarding and human.

Better Feature Discoverability

Better Feature Discoverability

Interactive content and achievements helped users discover overlooked tools and services.

More Consistent Experience

More Consistent Experience

Unified interactions and visual feedback created consistency across core and engagement flows.

Clarity • Consistency • Speed • Efficiency •

Results That Matter

By creating a clear, structured, and user-centered design system documentation, we were able to reduce friction, increase efficiency, and provide teams with guidance they could trust. The foundation we built improved discoverability, clarified decision-making, and enabled consistent execution across design, engineering, and product teams.

Increased Engagement

Users interact with the app more frequently through gamified flows, stories, and social touchpoints.

Higher Reward Redemption

Clear value progression encouraged users to spend more points, increasing cashback redemption rates.

Improved Task Completion

Progress indicators and feedback animations made tasks easier to understand and complete confidently.

Stronger Emotional Connection

Celebrations, reactions, and social moments made the experience feel more rewarding and human.

Better Feature Discoverability

Interactive content and achievements helped users discover overlooked tools and services.

More Consistent Experience

Unified interactions and visual feedback created consistency across core and engagement flows.

Let’s Build Something Together

© 2025 Sherif Fahmy All rights reserved.

Let’s Build Something Together

© 2025 Sherif Fahmy All rights reserved.

Let’s Build Something Together

© 2025 Sherif Fahmy All rights reserved.