Overview
Toura is a Saudi discovery product that helps people find experiences and courses that match their interests, mood, and context. I developed the product from concept and UX strategy through interface design and implementation.
Context
Experiences are often discovered through scattered social posts, messages, and individual websites. That creates fragmented information, inconsistent details, and unnecessary effort before a user can decide what to do.
Problem
The core problem was not a lack of options. It was the difficulty of finding a relevant option quickly and feeling confident enough to act on it.
- Discovery was fragmented across channels.
- Information quality and structure varied.
- Category-first browsing created decision fatigue.
- Arabic and English experiences needed equal care.
Goals
Create a focused discovery journey that feels local, visual, and easy to use.
- Help users reach relevant options faster.
- Make comparison and decision-making easier.
- Build a flexible system that can scale with new content.
- Deliver a consistent Arabic and English experience.
My Role
I owned the product experience end to end: defining the concept, structuring journeys, designing the interface, building the design system, and implementing the product. I also connected design decisions to technical feasibility rather than treating handoff as the end of the process.
Process
I began by framing the discovery problem, mapping the information users need before choosing, and reducing the first-time flow to its most useful decisions. Wireframes tested hierarchy and navigation before visual polish. The final interface was then translated into reusable components and production code.
Key Decisions
The most important shift was moving beyond category-only browsing. Toura uses interests, mood, and contextual signals to make discovery feel more personal without forcing users through a long questionnaire.
- Use visual cards for fast scanning.
- Keep essential decision information close to each experience.
- Separate discovery, saved items, map, and profile into clear destinations.
- Progressively reveal detail instead of overloading the first screen.
Design System
I created a reusable visual language for cards, typography, spacing, buttons, states, and navigation. The system balances a confident navy foundation with warm coral and gold accents, helping the product feel distinctly Saudi without relying on decorative stereotypes.
Accessibility
The interface was designed around readable contrast, scalable text, clear touch targets, semantic structure, descriptive labels, and states that do not rely on color alone. Motion is supportive rather than essential to understanding the interface.
Bilingual & RTL Considerations
Arabic was treated as a primary product language, not a translated layer. Layout direction, icon meaning, alignment, text expansion, mixed-language content, and navigation order were reviewed independently in RTL and LTR.
Development
The product began in SwiftUI and was later restructured in Flutter to support a scalable cross-platform architecture. Reusable components, routing, authentication, localization, saved experiences, and data states were implemented with the same design rules used in Figma.
Outcome
Toura progressed from an idea into a working, published product with a coherent proposition, a bilingual interface, and a technical foundation ready for continued iteration. The project demonstrates how I connect product thinking, interaction design, visual systems, and development.
Learnings
The strongest product decisions came from simplifying the question presented to users. Building the interface myself also exposed edge cases earlier and made the design system more realistic, reusable, and disciplined.