Re-inventing a telco:
From utility to digital transformation solutions provider
Mobily
Brand & Product Design
Overview
After initially joining as VP of Digital UX in the Digital Services Unit (DSU) at Etihad Etisalat Mobily, Saudi Arabia’s second-largest telecom, I was promoted to lead Brand Design & UX across the entire business after driving rapid organisational impact.
Over five years, I helped transform Mobily from a struggling utility into one of the region’s most successful digital transformation providers by consolidating strategy and design in-house, replacing fragmented vendor delivery with tightly managed, multidisciplinary teams that owned vision, roadmaps, and end-to-end execution.
DSU & MView
My work within the DSU combined brand strategy, product leadership, and hands-on team assembly across SaaS, consumer, and B2B platforms.
I began by leading the complete reinvention of Mobily’s SVOD SaaS platform mView, turning a loss-making, fractured service, into a cohesive, brand-led ecosystem accessible anywhere, on any device.
Alongside this, I oversaw a diverse digital portfolio including an app store, payment and carrier billing with Apple and Google, and enterprise SaaS products.
By grounding product strategy in a clear brand vision, purpose, and customer insight, I delivered consistent, intuitive experiences that aligned business goals, inspired internal teams, and created differentiated, scalable digital brands and products.
Mobily Brand Design & UX
Following my promotion to lead Brand Design & UX across the entire Mobily business, I directed a comprehensive, end-to-end rebrand and established a high-performing, award-winning design culture.
I overhauled the visual identity by distilling the logo to its most recognisable symbol, introducing a single custom bilingual typeface, simplifying the colour palette, and creating scalable layout grids and unified UI systems.
Alongside the identity refresh, I led new product development and rebuilt Mobily’s digital ecosystem, replacing the legacy web portal with a modern, feature-rich platform that served both consumer and enterprise customers under a cohesive UI language.
Driven by a Customer Segmentation Model we developed, this foundation extended across digital products, retail environments, packaging, and communications—driving consistency, usability, and sustainability through clearer typography, intuitive interfaces, human-centric retail design, improved self-service tools, and more reusable, recyclable packaging.
