Case Study
Vision 2030
Vision 2030
Overview
Listening to a Nation’s Vision
Vision 2030 is Saudi Arabia’s ambitious plan to diversify its economy and reimagine its global identity. My task was to understand how citizens perceive this transformation—what excites them, what confuses them, and what stories they believe their country is trying to tell through its digital platforms.
Client
DataSync
Year
2024
Services
User Interviews • Research
Overview
Listening to a Nation’s Vision
Vision 2030 is Saudi Arabia’s ambitious plan to diversify its economy and reimagine its global identity. My task was to understand how citizens perceive this transformation—what excites them, what confuses them, and what stories they believe their country is trying to tell through its digital platforms.
Client
DataSync
Year
2024
Services
User Interviews • Research
Section
Fieldwork Without a Field
At the time, I hadn’t yet traveled to Saudi Arabia, which made this one of the most challenging (and fascinating) projects I’ve worked on. To bridge that distance, I leaned heavily on my network and curiosity—reconnecting with old acquaintances, reaching out to professionals across sectors, and even maxing out my LinkedIn messaging limit to secure interviews.
Each conversation was a window into how people interpret national narratives online. I built my interview framework in Notion, documenting not only the questions but also the reason behind each one—why this line of inquiry mattered, what it could reveal about design perception, or how it could test narrative trust.
Section
Fieldwork Without a Field
At the time, I hadn’t yet traveled to Saudi Arabia, which made this one of the most challenging (and fascinating) projects I’ve worked on. To bridge that distance, I leaned heavily on my network and curiosity—reconnecting with old acquaintances, reaching out to professionals across sectors, and even maxing out my LinkedIn messaging limit to secure interviews.
Each conversation was a window into how people interpret national narratives online. I built my interview framework in Notion, documenting not only the questions but also the reason behind each one—why this line of inquiry mattered, what it could reveal about design perception, or how it could test narrative trust.
Section
Designing Conversations Like Interfaces
I approached interviews the same way I design digital experiences: structured, yet open to discovery. Each session began with empathy and context—who they were, what they did, and how they felt about Vision 2030—before moving into structured usability testing.
To extract actionable insights, I divided my questions into three categories:
UI: Visual clarity and tone (“Does this look like your Saudi Arabia?”)
UX: Functionality and flow (“Could you find what you were looking for?”)
Navigation: Information architecture (“How would you explore this site for something meaningful to you?”)
This balance of narrative and technical questioning revealed not just what users thought—but why they felt that way.
The Human Pulse Behind Policy
The outcome was a rich dataset of qualitative insights that helped the design team align the Vision 2030 digital experience with real public sentiment. Beyond data, it reminded me why I love this work: UX research isn’t just about usability—it’s about empathy, culture, and how design can shape collective understanding.
Section
Designing Conversations Like Interfaces
I approached interviews the same way I design digital experiences: structured, yet open to discovery. Each session began with empathy and context—who they were, what they did, and how they felt about Vision 2030—before moving into structured usability testing.
To extract actionable insights, I divided my questions into three categories:
UI: Visual clarity and tone (“Does this look like your Saudi Arabia?”)
UX: Functionality and flow (“Could you find what you were looking for?”)
Navigation: Information architecture (“How would you explore this site for something meaningful to you?”)
This balance of narrative and technical questioning revealed not just what users thought—but why they felt that way.
The Human Pulse Behind Policy
The outcome was a rich dataset of qualitative insights that helped the design team align the Vision 2030 digital experience with real public sentiment. Beyond data, it reminded me why I love this work: UX research isn’t just about usability—it’s about empathy, culture, and how design can shape collective understanding.
Interested in working together? Call me.
Interested in working together? Call me.
Interested in working together? Call me.