Overview
Toura is a mobile platform designed to help users discover experiences, activities, events, and cultural destinations across Saudi Arabia.
The product was built around one central idea: discovering meaningful experiences in Saudi Arabia should feel simple, inspiring, and personalized.
The Problem
Users often discover events and activities through fragmented channels: social media, messaging groups, websites, and word of mouth.
This creates several challenges:
- Discovery feels scattered
- Information lacks consistency
- Users struggle to compare options
- Experiences are hard to personalize
As Saudi Arabia expands tourism and cultural initiatives under Vision 2030, this fragmentation becomes more visible.
Product Goal
The goal was to create a product that helps users:
- Discover relevant experiences faster
- Browse activities visually
- Reduce decision fatigue
- Improve trust through structured information
My Role
I worked end-to-end across product strategy, UX, UI, and implementation.
Responsibilities included:
- Product concept definition
- User flow design
- Wireframing and interface design
- Design system creation
- SwiftUI implementation
Key Product Decisions
One of the most important product decisions was shifting from traditional category-first browsing to experience-led discovery.
Instead of asking users:
“What category do you want?”
The product encourages discovery through mood, relevance, and visual exploration.
This reduces cognitive load and supports faster decision making.
UX Approach
The experience was designed around three UX principles:
- Reduce friction in discovery
- Prioritize visual browsing
- Support fast comparison and decision making
Cards, content hierarchy, spacing, and visual emphasis were carefully designed to help users scan quickly.
Design System
A consistent visual language was built to support scalability.
The design system included:
- Reusable card components
- Typography hierarchy
- Color system
- Spacing rules
- Interaction patterns
This improved consistency and accelerated implementation.
Implementation
Toura was implemented using SwiftUI, allowing design and development decisions to stay closely aligned.
My front-end development background helped reduce the gap between design intent and final implementation.
Outcome
Toura evolved from an idea into a working mobile product with a complete design direction, interactive flows, and production-ready implementation.
Beyond the interface itself, the project strengthened my product thinking across strategy, UX, systems, and technical execution.
Toura was not just about designing screens — it was about designing a product ecosystem.