MedGulf — A modern insurance portal & after-sale dashboard

As a product designer on MEDGULF's digital team, I led the complete redesign of the company's primary landing page and after-sale portal. Working independently, I managed the entire process from user research through final implementation, collaborating with engineering and marketing stakeholders throughout.

The legacy MEDGULF experience made it hard for customers to get a quote, find the right product, and manage their policies after purchase. The brand needed to convey both innovation and trustworthiness, while existing dashboards buried policies, claims, and member management behind dense, inconsistent screens.

• User research and stakeholder interviews across digital and marketing teams
• Developed an illustration style that reflects modern Saudi lifestyles while keeping professional credibility
• Tested a light blue palette with focus groups to balance innovation and trust
• Built interactive Figma prototypes and ran usability tests with 12 participants
• Iterated on button placement for mobile interaction and refined the testimonial section for stronger credibility signalling

A new landing page that opens with a friendly quote widget and product-led storytelling, an after-sale login flow with OTP verification, a focused dashboard for policies, claims, and approvals, a detailed policy page with member management, and a claims module with cash-claim creation and document upload.

• A unified design system covering web landing, after-sale dashboard and mobile app
• Clear post-purchase journey: policies, claims, approvals and member management in one place
• Local payment, language and identity patterns (Iqama, Arabic/English) baked into every flow

Applied Nielsen's 10 usability heuristics to identify friction and ship targeted fixes.