ZainCash

Challenge

The marketing site and campaign landers did not say what the wallet was for. Arabic and English messaging drifted apart. The download call to action was weak and pages were slow, which hurt both search and conversion.

What I did

Produced a service blueprint across pre-visit, visit, and post-visit touchpoints. Consolidated the information architecture and simplified the content model, Arabic first with English supported. Designed the identity and permissions flows with clear scopes and consent. Shaped the appointment experience: a documents checklist, a status timeline, reschedule and cancel flows, and informative empty states. Applied WCAG-aligned patterns and RTL micro-typography, with screen-reader labels and focus order on the key flows.

Outcome

Clearer messaging and faster pages raised click-through to the app stores and improved discoverability. Support queries for how-to basics dropped once the FAQ and fees pages were rewritten. The full story is in the writing department.