Project Overview

The Story Behind the Work

In this project, I acted as a Product Designer, starting by collecting data through interviews with employees from Awqaf to understand their actual needs. The research journey was fascinating, as we were designing a product that would be used daily by the team.

Usability sessions were crucial to ensure the product helped users stay engaged and made it easy to share innovative ideas, keeping the journey smooth and intuitive.

The journey is structured in four stages:

User Research → Insights Gathering → Usability Testing → Design Refinement → Implementation

The outcome made the journey meaningful for me, and I hope it feels the same to you. ✨

Hope you enjoy this ✈️

Timeline

2022/23 - 1 Year

Team

PM + 2 Designers

Scope

Product Discovery • UX Strategy • End-to-End Product Design

Overview

Inside the Innovation Box

Awqaf created a system based on employees’ real experiences, "He who feels it, knows it." This ensured the system met actual needs and empowered meaningful change.

Interviews

What Patterns Did We Hear from Users?

Interviews outcomes

70 %

Prefer Self-Service Solutions

Interviews show that most users face daily issues they can resolve independently when given the right tools or access to information.

Interviews outcomes

33 %

Expect Guidance in Idea Creation

Users say that receiving support in one to three steps of the idea-creation process helps them move forward with greater confidence.

Interviews outcomes

80 %

Prefer Self-Service via Knowledge Center

Most users want a single place to access information, enabling learning and independent problem-solving.

Objectives

What empowers employees to create, learn, and succeed?

Enhance Knowledge & Expert Accessibility

Improve Visibility & Promote Success Stories

Empower Idea Sharing & Collaboration

Usability Testing

Experiencing Innovation in Action

Usability session 1

Insights

Our aha moment: 90% of users want copyright protection, a clear sign that providing these resources will build even stronger trust.

Usability issue

In the first phase, we split the process into two stages. Users start by adding their idea’s content, then answer a set of questions that explain the idea and its value to employees.

Usability session 2

Usability issue

To strengthen idea protection, we added a registration feature that securely attributes each idea to its rightful owner. Users maintain complete control, with the flexibility to delete, edit, or enhance their ideas.

Insights

Not all users complete the flow or take the time to provide experts with detailed information about their ideas. Even when they say the process isn’t boring, their behavior shows they’re busy and quickly lose interest.

Usability session 3

Solution

By redesigning the idea submission journey into four clear steps, identifying the user’s division, defining the idea’s type and impact, providing a guided space with helpful hints, and confirming successful registration, we’ve created a flow that users find intuitive, engaging, and effortless.The addition of clear, simple language and joyful interactions ensures ideas are submitted fully and confidently, driving higher participation and richer insights.

Usability session 2

Insights

After consistent use, we noticed that some users want more engagement with experts and reminders to complete workshops.

Solution

Adding platform and email notifications to inform users about expert interactions, idea status, and workshop reminders can make engagement and task completion easier while keeping users supported.

Usability session 1

Insights

After noticing that users found lengthy idea briefs boring and time-consuming, we asked: What do users want to read, and how do they want to read it?

Reorganized the idea area based on the submission structure and added color coding for each section according to idea submission categories, improving readability and making it easier for users to scan content.

UI Design

Bringing Clarity, Direction, and Results

Knowledge Center

Ideas Bank

Before You Even Noticed It...

Ride in Frame

Ideas Bank

Tan

#D2BB81

Green (Crayola)

#1DAC79

Green Sheen

#6BBCAD

Morning Blue

#95A78B

Results & Impact

Wrapping Up the Design Journey

Streamlined Idea Submission Experience

We redesigned the idea submission flow to reduce complexity and increase clarity, turning a multi-step, confusing process into a smoother, more engaging experience. By simplifying step labels, reducing unnecessary fields, and adding visual guidance, users felt more encouraged to share ideas and participate.

Impact Metrics:

⬆️ 60% of users finished idea submissions

⬆️ 45% of new users completed the process on first try

⬇️ 30% observable confusion in form navigation

Boosted User Engagement Through Clarity & Feedback

We introduced clearer visual cues and realtime feedback (e.g., success messages, progress indicators) so users always knew what to do next and felt reassured they were making progress. This reduced hesitation and improved interaction quality.

Impact Metrics:

⬆️ 50% reported feeling confident during usability tests

⬆️ 30% average time in Engagement Time (per Flow) spent meaningfully interacting

⬆️ 40% Click-through Consistency fewer abandoned flows

Encouraged Exploration of the Innovation Hub Features

Based on user research findings, we reorganized content sections (like “Ideas Bank,” success stories, and resources) so users could easily discover and interact with value-added features. This helped shift the center from a static information site to an engaging innovation hub.

Impact Metrics:

⬆️ 55% of users interacted with at least two new sections

⬇️ 70% of users returned to explore additional resources

⬇️ 50% of users engaged with case studies and reference content

Reduced Friction & Increased Overall Satisfaction

We improved visual hierarchy, addressed pain-point hotspots from usability sessions, and ensured accessibility considerations (e.g., adjustable font size), delivering a more inclusive and frustration-free experience.

Impact Metrics:

👍 4.6/5 Overall Satisfaction rating

⬇️ 20% of users used accessibility features

Challenge faced and Lessons

The Journey’s Treasures

Building Bridges

Ideas Sparks in My Conception

Our Door to Better Experiences

"He who feels it, knows it"