Baldy Business Platform
The Balady Business Platform was introduced as a sister platform to the broader Balady services portal, specifically tailored for business owners, city operators, and service providers. It emerged in response to the growing complexity faced by commercial users navigating over hundreds of municipal services on the general portal. Balady Business offers a focused, streamlined entrypoint—identifiable by a distinct visual identity yet fully interoperable via single sign-on with the main platform
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The Goal:
From a UX standpoint, the redesign aimed to: • Reduce cognitive overload by isolating business-specific services from general user flows. • Differentiate the experience through a unique visual identity, enabling instant platform recognition. • Ensure seamless navigation with single sign-on and a consistent interaction paradigm. • Establish a design system framework that maintained brand consistency while adapting to commercial contexts. • Improve task efficiency and clarity for service providers whose workflows differed from general consumers
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Design Process & Approach:
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Analysis & Research • Thoroughly audited the full range of municipal services, identifying which supported commercial workflows and which served general users. • Observed that co-location of all services led to confusion and distractions for business-oriented users. • Studied how other ministries segmented service access by user type, helping validate the need for a separate platform. Ideation • Developed the concept of a dedicated Business platform, mirroring the main Balady structure but with visual differentiation. • Focused on visual cues and interface hierarchy that echoed the main platform’s usability while reinforcing a commercial context. • Prioritized single sign-on to prevent friction and maintain cross-platform continuity. Wireframing & Prototyping • Crafted wireframes for the business platform’s homepage, service catalog, and provider registration flows. • Designed a visual toggle or color shift to signal entry into the Business-specific domain without rebranding entirely. • Validated flow logic with stakeholders, confirming clarity in how business users began tasks and completed applications distinct from consumer flows. Design System & Visual Identity • Created a tailored identity by reusing Balady’s core design language but with modified color schemes and branding elements for instant recognition. • Built a modular UI component library, ensuring consistency and scalability across both platforms. • Ensured all components supported clarity and quick scanability—vital for professional users who often multitask. Testing & Validation: • Conducted concept validation with business users and service providers. • Gathered feedback affirming that the new visual cues made it easier to stay task-focused. • Adjusted interface elements based on real-world workflows.
The Result
• Focused access – Service providers now navigate directly to relevant tools without clutter from general services. • Visual differentiation + consistency – Identical interaction patterns within a distinct color scheme helped users feel oriented and confident. • Faster task flows – Providers completed key tasks like accreditation or license tracking more quickly. • Unified UX architecture – Design system consistency supports future expansion of provider-focused features. • Improved usability – Early user feedback highlighted reduced confusion and greater platform trust among business users.
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