My initial focus was Mobily's SVOD SaaS platform, mView — a loss-making, technically disjointed service that needed to be rebuilt from the ground up. I led the complete redesign: rationalising the information architecture, rebuilding the UI system, improving usability across devices, and integrating payment and carrier billing with Apple and Google. The result was a cohesive, brand-led product accessible on any screen.

Alongside mView, I led UX across a diverse digital portfolio: consumer apps, enterprise cloud platforms, fleet management software, and an app store. Each product needed to work harder for its users — and connect clearly to the others. I built the team, set the UX standards, and established the governance that made that possible.

The rebrand came later, and was a direct extension of the product work — distilling the visual identity to its most scalable, recognisable elements, and rolling a unified UI system across digital products, retail environments, and communications. The result was recognised with a Festival of Media Silver Award in 2017.