REDESIGN RAHA APP.
REDESIGN RAHA APP.
REDESIGN RAHA APP.
AI-Powered ATS System SaaS for Worldwide Recruitment
AI-Powered ATS System SaaS for Worldwide Recruitment
AI-Powered ATS System SaaS for Worldwide Recruitment
Client:
Client:
Client:
Modvera Creative
Modvera Creative
Modvera Creative
Date:
Date:
Date:
March 2024
March 2024
March 2024
Category:
Category:
Music App, Product Design
Music App, Product Design
Music App, Product Design
Link:
Link:
Visit Full Project
Visit Full Project
Visit Full Project
Overview
When I joined SMASCO, Raha was already the largest and oldest domestic labor app in Saudi Arabia, serving more than five million users.
However, scale alone doesn’t guarantee a great experience. Over time, the product accumulated usability issues, fragmented flows, and growing complexity that no longer matched users’ expectations or business ambitions.
The challenge wasn’t just to improve the existing app — it was to rethink the entire experience while keeping millions of active users in mind.
Overview
When I joined SMASCO, Raha was already the largest and oldest domestic labor app in Saudi Arabia, serving more than five million users.
However, scale alone doesn’t guarantee a great experience. Over time, the product accumulated usability issues, fragmented flows, and growing complexity that no longer matched users’ expectations or business ambitions.
The challenge wasn’t just to improve the existing app — it was to rethink the entire experience while keeping millions of active users in mind.
Overview
When I joined SMASCO, Raha was already the largest and oldest domestic labor app in Saudi Arabia, serving more than five million users.
However, scale alone doesn’t guarantee a great experience. Over time, the product accumulated usability issues, fragmented flows, and growing complexity that no longer matched users’ expectations or business ambitions.
The challenge wasn’t just to improve the existing app — it was to rethink the entire experience while keeping millions of active users in mind.
My Role
Product Design Lead
Led the end-to-end design process from research to handoff
Owned UX strategy, UI direction, and design system creation
Led ideation with stakeholders and internal teams
Mentored a junior designer and a UX writer
Worked closely with product, engineering, and business teams
My Role
Product Design Lead
Led the end-to-end design process from research to handoff
Owned UX strategy, UI direction, and design system creation
Led ideation with stakeholders and internal teams
Mentored a junior designer and a UX writer
Worked closely with product, engineering, and business teams
My Role
Product Design Lead
Led the end-to-end design process from research to handoff
Owned UX strategy, UI direction, and design system creation
Led ideation with stakeholders and internal teams
Mentored a junior designer and a UX writer
Worked closely with product, engineering, and business teams
Understanding the Business First
Before designing anything, I focused on understanding the business context.
I conducted 12 in-depth meetings with Raha stakeholders, including product owners and leadership, to align on:
Business goals and KPIs
Operational constraints
Growth challenges
Known user complaints and risks
This step helped frame the redesign as a business-driven UX initiative, not just a visual upgrade.
Understanding the Business First
Before designing anything, I focused on understanding the business context.
I conducted 12 in-depth meetings with Raha stakeholders, including product owners and leadership, to align on:
Business goals and KPIs
Operational constraints
Growth challenges
Known user complaints and risks
This step helped frame the redesign as a business-driven UX initiative, not just a visual upgrade.
Understanding the Business First
Before designing anything, I focused on understanding the business context.
I conducted 12 in-depth meetings with Raha stakeholders, including product owners and leadership, to align on:
Business goals and KPIs
Operational constraints
Growth challenges
Known user complaints and risks
This step helped frame the redesign as a business-driven UX initiative, not just a visual upgrade.
Researching at Scale
With clear business objectives in place, I led a comprehensive research phase to uncover real user problems.
We combined multiple research methods:
Desk research to understand the market and domain
CX ticket analysis to identify recurring user frustrations
Competitive analysis to benchmark industry standards
User interviews to capture real behaviors and expectations
Heuristic evaluation to expose usability and accessibility issues
By the end of this phase, we had a clear understanding of what was broken, why users struggled,
and what they actually needed.
Researching at Scale
With clear business objectives in place, I led a comprehensive research phase to uncover real user problems.
We combined multiple research methods:
Desk research to understand the market and domain
CX ticket analysis to identify recurring user frustrations
Competitive analysis to benchmark industry standards
User interviews to capture real behaviors and expectations
Heuristic evaluation to expose usability and accessibility issues
By the end of this phase, we had a clear understanding of what was broken, why users struggled,
and what they actually needed.
Researching at Scale
With clear business objectives in place, I led a comprehensive research phase to uncover real user problems.
We combined multiple research methods:
Desk research to understand the market and domain
CX ticket analysis to identify recurring user frustrations
Competitive analysis to benchmark industry standards
User interviews to capture real behaviors and expectations
Heuristic evaluation to expose usability and accessibility issues
By the end of this phase, we had a clear understanding of what was broken, why users struggled,
and what they actually needed.
Turning Problems into Ideas
To transform insights into solutions, I facilitated a structured ideation process involving all key stakeholders.
5 ideation workshops with business stakeholders
8 internal ideation sessions with the design team
5 one-on-one ideation sessions for deep problem-solving
This approach ensured alignment between user needs, business goals, and technical feasibility.
Turning Problems into Ideas
To transform insights into solutions, I facilitated a structured ideation process involving all key stakeholders.
5 ideation workshops with business stakeholders
8 internal ideation sessions with the design team
5 one-on-one ideation sessions for deep problem-solving
This approach ensured alignment between user needs, business goals, and technical feasibility.
Turning Problems into Ideas
To transform insights into solutions, I facilitated a structured ideation process involving all key stakeholders.
5 ideation workshops with business stakeholders
8 internal ideation sessions with the design team
5 one-on-one ideation sessions for deep problem-solving
This approach ensured alignment between user needs, business goals, and technical feasibility.
Sign In & Authentication
Problem: High friction during login.
What I did
Simplified sign-in to mobile number + OTP only
Removed ID and unnecessary fields
Followed global conversion best practices
Impact
Higher conversion rate
Faster onboarding
Lower drop-off at entry point
Before
After
Interface Guidance
Goal: Help users without overwhelming them
Proactive help:
Intro walkthroughs
Contextual hints (pull revelations)
Reactive help:
On-demand guidance
Troubleshooting tips
Impact:
Better feature discovery
Reduced confusion early on
Before
After
Home Page (Core Experience)
Problem:
Old home page was rigid and ad-focused
Same layout for all users regardless of their state
Solution:
Designed a fully personalized & flexible home page
Home content adapts based on:
Active tracking
Upcoming visits
Existing worker at home
Invoices
Flash sales
User status
Designed 20+ different home page states
Impact:
Faster access to relevant actions
Strong personalization signal
Higher engagement
Before
After
Sign In & Authentication
Problem: High friction during login.
What I did
Simplified sign-in to mobile number + OTP only
Removed ID and unnecessary fields
Followed global conversion best practices
Impact
Higher conversion rate
Faster onboarding
Lower drop-off at entry point
Sign In & Authentication
Problem: High friction during login.
What I did
Simplified sign-in to mobile number + OTP only
Removed ID and unnecessary fields
Followed global conversion best practices
Impact
Higher conversion rate
Faster onboarding
Lower drop-off at entry point
Before
Before
After
After
Interface Guidance
Goal: Help users without overwhelming them
Proactive help:
Intro walkthroughs
Contextual hints (pull revelations)
Reactive help:
On-demand guidance
Troubleshooting tips
Impact:
Better feature discovery
Reduced confusion early on
Before
After
Interface Guidance
Goal: Help users without overwhelming them
Proactive help:
Intro walkthroughs
Contextual hints (pull revelations)
Reactive help:
On-demand guidance
Troubleshooting tips
Impact:
Better feature discovery
Reduced confusion early on
Before
After
Home Page (Core Experience)
Problem:
Old home page was rigid and ad-focused
Same layout for all users regardless of their state
Solution:
Designed a fully personalized & flexible home page
Home content adapts based on:
Active tracking
Upcoming visits
Existing worker at home
Invoices
Flash sales
User status
Designed 20+ different home page states
Impact:
Faster access to relevant actions
Strong personalization signal
Higher engagement
Home Page (Core Experience)
Problem:
Old home page was rigid and ad-focused
Same layout for all users regardless of their state
Solution:
Designed a fully personalized & flexible home page
Home content adapts based on:
Active tracking
Upcoming visits
Existing worker at home
Invoices
Flash sales
User status
Designed 20+ different home page states
Impact:
Faster access to relevant actions
Strong personalization signal
Higher engagement
Before
Before
After
After
Gamification & Loyalty Program
Goal: Increase retention & repeat usage
What I built
Full loyalty system:
Silver / Gold / Platinum tiers
Reward-based motivation
Scarcity mechanics:
Flash sales
Limited offers
Bundle offers:
Buy 3 visits → get 1 free
Impact
Stronger emotional attachment
Increased repeat orders
Higher user retention
Gamification & Loyalty Program
Goal: Increase retention & repeat usage
What I built
Full loyalty system:
Silver / Gold / Platinum tiers
Reward-based motivation
Scarcity mechanics:
Flash sales
Limited offers
Bundle offers:
Buy 3 visits → get 1 free
Impact
Stronger emotional attachment
Increased repeat orders
Higher user retention
Gamification & Loyalty Program
Goal: Increase retention & repeat usage
What I built
Full loyalty system:
Silver / Gold / Platinum tiers
Reward-based motivation
Scarcity mechanics:
Flash sales
Limited offers
Bundle offers:
Buy 3 visits → get 1 free
Impact
Stronger emotional attachment
Increased repeat orders
Higher user retention
Gifting Experience
Problem:
Gifting was hidden and unclear
Treated as a secondary action after booking
Solution:
Designed gifting as a standalone product
Dedicated gifting flow
Real-life scenarios:
Monthly worker as a gift
Family support use cases
Personalized gifting messages
Impact:
New engagement channel
Higher gifting adoption
Before
After
Gifting Experience
Problem:
Gifting was hidden and unclear
Treated as a secondary action after booking
Solution:
Designed gifting as a standalone product
Dedicated gifting flow
Real-life scenarios:
Monthly worker as a gift
Family support use cases
Personalized gifting messages
Impact:
New engagement channel
Higher gifting adoption
Gifting Experience
Problem:
Gifting was hidden and unclear
Treated as a secondary action after booking
Solution:
Designed gifting as a standalone product
Dedicated gifting flow
Real-life scenarios:
Monthly worker as a gift
Family support use cases
Personalized gifting messages
Impact:
New engagement channel
Higher gifting adoption
Before
Before
After
After
Single Visit Booking Flow
Problem
Countdown timer caused stress
Users booked wrong dates by mistake
Solution
Removed the timer completely
Smoothed the booking flow
Allowed users to choose calmly
Impact
Fewer booking mistakes
Reduced support complaints
Single Visit Booking Flow
Problem
Countdown timer caused stress
Users booked wrong dates by mistake
Solution
Removed the timer completely
Smoothed the booking flow
Allowed users to choose calmly
Impact
Fewer booking mistakes
Reduced support complaints
Single Visit Booking Flow
Problem
Countdown timer caused stress
Users booked wrong dates by mistake
Solution
Removed the timer completely
Smoothed the booking flow
Allowed users to choose calmly
Impact
Fewer booking mistakes
Reduced support complaints
Muqeemah Contract – Trust Building
Problem:
High worker replacement rate
Users shocked by worker appearance after arrival
Insights:
From user interviews & CX tickets:
Lack of familiarity
Low trust before arrival
Solution:
Rich worker profiles:
Multiple photos
Videos
Clear skills & experience
Focused on making the worker familiar before arrival
Impact:
Increased trust
Reduced replacement requests
Before
Muqeemah Contract – Trust Building
Problem:
High worker replacement rate
Users shocked by worker appearance after arrival
Insights:
From user interviews & CX tickets:
Lack of familiarity
Low trust before arrival
Solution:
Rich worker profiles:
Multiple photos
Videos
Clear skills & experience
Focused on making the worker familiar before arrival
Impact:
Increased trust
Reduced replacement requests
Muqeemah Contract – Trust Building
Problem:
High worker replacement rate
Users shocked by worker appearance after arrival
Insights:
From user interviews & CX tickets:
Lack of familiarity
Low trust before arrival
Solution:
Rich worker profiles:
Multiple photos
Videos
Clear skills & experience
Focused on making the worker familiar before arrival
Impact:
Increased trust
Reduced replacement requests
Before
Before
After
After
AI Help & Customer Support
Problem
AI chatbot existed but was underused
Hard to access support quickly
Solution
Redesigned AI chatbot visual identity
Made it clearly recognizable as AI
Available across all app screens
Quick access to human agents
Impact
Faster problem resolution
Better support experience
Lower frustration
AI Help & Customer Support
Problem
AI chatbot existed but was underused
Hard to access support quickly
Solution
Redesigned AI chatbot visual identity
Made it clearly recognizable as AI
Available across all app screens
Quick access to human agents
Impact
Faster problem resolution
Better support experience
Lower frustration
AI Help & Customer Support
Problem
AI chatbot existed but was underused
Hard to access support quickly
Solution
Redesigned AI chatbot visual identity
Made it clearly recognizable as AI
Available across all app screens
Quick access to human agents
Impact
Faster problem resolution
Better support experience
Lower frustration
This wasn’t about making Raha look better.
It was about making a complex, high-impact service easier, clearer, and more trustworthy for millions of users.
What’s Next
The project is now moving into:
Usability testing
Iterative enhancements
Full design handoff and implementation
This redesign represents not just a new interface, but a long-term product foundation for Raha’s next phase of growth.
Final Note
This wasn’t about making Raha look better.
It was about making a complex, high-impact service easier, clearer, and more trustworthy for millions of users.
What’s Next
The project is now moving into:
Usability testing
Iterative enhancements
Full design handoff and implementation
This redesign represents not just a new interface, but a long-term product foundation for Raha’s next phase of growth.
Final Note
This wasn’t about making Raha look better.
It was about making a complex, high-impact service easier, clearer, and more trustworthy for millions of users.
