

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
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.
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.


