Vision 2030: Humanising the Digital Face of Saudi Arabia’s Transformation
Redesigning the Vision 2030 platform to move from technical government logic to a user-centric, immersive experience
*Due to NDA restrictions, this case study presents a condensed overview with limited detail
Summary
The Problem: The original site was a technical archive. Users had to understand "Vision Realization Programs" (VRPs) just to find relevant news. The Question: Every user interview started with the same internal question: "How does the Vision affect my life?"
Impact
Transformed the digital gateway of Saudi Arabia’s national strategy, resulting in a 500% increase in web traffic through a user-centered content overhaul and immersive UI redesign
The Strategy: The Three Pillars
Credibility ("Feel It"): Use immersive human stories
Understanding ("Get It"): Simplify navigation into interest-based entry points
Engagement ("Live It"): Focus on local opportunities via the "Map of Transformation"
Challenge
Key Insight: Users see the Vision through two lenses: Development (Infrastructure) and Societal Change (Empowerment/Lifestyle)
The existing Vision 2030 website struggled with:
Outdated UI/UX that didn't meet modern web standards
Content-heavy pages with minimal visual hierarchy
Low engagement and traffic
Difficulty balancing detailed stakeholder needs with public accessibility
Competitive Analysis
Quantitative Research
This research gathers feedback on experience, content, navigation, design, clarity, usability, and load time, plus suggestions and likelihood to return. These insights helped shape a redesign aligned with Vision 2030’s objectives
Basic Screeners
Demographic Information and Internet Usage
Interest in Economic Development and Policy
Familiarity with Vision 2030
Website Usage
Observations
Of users found the content of Vision 2030 irrelevant to the average consumer
Of users were unimpressed with the website’s design and functionalities
Participants mentioned challenges with finding relevant information
Of users felt the website lacked engaging or interactive features
Of users found the website generally easy to navigate and explore
Of users recorded that they are unlikely to return to the current website
Process
Rapid Design Sprint
Research & analysis
Information architecture restructuring
Wireframing & prototyping
High-fidelity UI design
Design Principles
Visual hierarchy for scanability
Progressive disclosure of complex information
Culturally appropriate visual language
Accessibility-first approach
Sketches
Wireframes
Restructured content hierarchy to prioritise key information and create clear user paths for different audience segments
From Wireframes → High Fidelity
Early wireframes validated structure and task flows. Based on feedback, the platform was refined to prioritise clarity, responsive layouts, and community visibility
Design System Preview
*click to view
Final Design
High-fidelity screens created for stakeholder review (full implementation details restricted by NDA)
Main Screens Archive (Phase #1)
Key Improvements
Modernised interface aligned with web standards
Clear visual hierarchy and content strategy
Balanced depth for stakeholders with accessibility for public users
Culturally sensitive design approach
Learnings
Designing for government projects requires balancing multiple stakeholder needs
Cultural research is critical for international/sensitive projects
Constraints can drive focused, impactful solutions
*site has been redesigned since 2023*