Service:
Design system, UX/UI, research
Client
stc, Saudi Arabia
Field:
Telco
Year:
2024-25
Timeline:
Project impact
stc partnered with frog to redesign its B2C digital ecosystem across six customer touchpoints, a unified design system, and a refreshed digital brand expression.
I led design-system delivery and shaped key UX/UI experiences across the product suite. The work reached 25M+ users, aligned in-house design and development teams, and moved the experience from fragmented journeys to a cohesive, market-ready platform.
Users Reached (Mln)
N of screens delivered
What needed to change
Research with stakeholders and users clarified the core problem: mystc had scale, but the experience felt fragmented. Engagement was low, customization was limited, and key journeys were harder to navigate than they needed to be.
We translated those findings into three priorities: simplify the product architecture, make the interface feel more personal, and give stc’s digital brand a stronger role inside everyday customer journeys.
Three creative directions were explored through wireframes and brand extensions. The selected direction became the foundation for a more expressive, modular, and service-led digital ecosystem.
From direction to delivery
The 20-week detail-design phase turned the vision into product stories, MVP priorities, key flows, and production-ready screens. Design and development teams worked through shared Jira boards, agile rituals, and structured handovers.
My main contribution was leading the multi-touchpoint Design System track. I coordinated designers and developers across iOS, Android, and responsive web, while ensuring the system supported both LTR and RTL documentation.
The Design Language System was documented on Zeroheight as a single source of truth: components, tokens, usage rules, and implementation guidance in one place for both design and engineering teams.
Coded components were produced for SwiftUI, Jetpack Compose, and React, connected through shared tokens and a unified UI API. The system became both a design reference and a practical accelerator for product delivery.
What shipped
mystc 5 became a more personal and commercially powerful platform: adaptive home content, richer product discovery, redesigned cart flows, and a stronger visual language across the journey.
Key experience shifts included an AI assistant for discovery and support, a simplified Line Hub for account management, and a more immersive loyalty area with tier-based themes and partner offers.
What I learned
The project reinforced how much delivery quality depends on shared rituals, clear ownership, and early technical alignment. Business, design, and IT teams stayed involved from insight gathering through prioritization, grooming, walkthroughs, and handover.
Personally, I deepened my experience leading a complex design system across mobile, web, foldables, kiosks, and smartwatches. The biggest learning was balancing system consistency with the flexibility each touchpoint needed.
