Furas Platform
Furas is the official Saudi Cities Investment Gate, launched by the Ministry of Municipal and Rural Affairs and Housing (MOMRAH) to serve as a unified digital platform for municipal investment opportunities across the Kingdom. The platform enables investors to seamlessly browse, apply for, and manage opportunities without the need to visit municipal offices, saving time and ensuring transparency.
The redesign of Furas aimed to overcome complexity in the previous system, improve usability, and introduce a scalable design system that could adapt to future needs. By applying user-centered design methodologies—from research and journey mapping to prototyping and testing—the platform was reimagined to deliver a simpler, more engaging, and trustworthy experience.
Beyond improving the user journey, the platform plays a strategic role in Saudi Vision 2030, supporting economic diversification, strengthening city growth, and positioning Saudi Arabia as a leading hub for investment and digital transformation.
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Service Provided
The Goal:
The goal of redesigning the Furas Platform was to remove friction, increase clarity, and build trust throughout the user journey. The old platform presented challenges such as unclear navigation, inconsistent visual patterns, and lengthy reporting forms that discouraged users from completing submissions. The redesign aimed to resolve these issues by restructuring the information architecture, simplifying complex processes into guided steps, and ensuring consistency across all interactions. By applying Jakob Nielsen’s usability heuristics as evaluation criteria, the goal was to create a platform that feels intuitive, accessible, and transparent, while reinforcing user confidence in reporting sensitive cases. Ultimately, the redesign sought to deliver a human-centered digital experience that supports citizens in engaging with the platform easily and securely.
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Turning Complexity into Clarity
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🔎 Analysis of the Old Platform The redesign process began with a deep evaluation of the existing Furas platform. To ensure a systematic approach, I relied on Jakob Nielsen’s 10 Usability Heuristics for User Interface Design as the primary evaluation framework. Methodology: 1- Collected feedback from the support team regarding user complaints and recurring issues. 2- Reviewed system logs to identify drop-off points in the reporting process. 3- Conducted heuristic evaluation, mapping usability problems against Nielsen’s heuristics. 4- Categorized issues into severity levels: critical, major, minor. Key Pain Points Identified: ● Visibility of system status → Users weren’t sure if reports were submitted successfully (unclear feedback). ● Match between system and real world → Overly technical language confused non-specialist citizens. ● User control and freedom → No option to go back or edit reports once started. ● Consistency and standards → Inconsistent use of buttons, labels, and icons across the platform. ● Error prevention → Long forms with no inline validation led to frequent mistakes. ● Flexibility & efficiency → Navigation was deep and complex, discouraging repeat use. Outcome: A prioritized list of issues was created, guiding the redesign by focusing on critical blockers first. ✨ Ideation Once the pain points were clear, the next step was to ideate potential solutions. Using design workshops and brainstorming sessions, I explored ways to simplify the platform. Key Ideation Concepts: ● Guided reporting flow → Turned complex forms into a step-by-step wizard. ● Trust-building UI → Added privacy notices, secure language, and visual indicators for confidentiality. ● Simplified navigation → Reorganized features into logical categories (Submit Report, Track Report, Learn More). ● Consistency through components → Defined a design system to standardize buttons, forms, and feedback messages. ● Error reduction → Introduced inline validation and clear confirmation states. I sketched multiple approaches for the reporting journey, focusing on reducing the number of clicks and ensuring users always knew where they were and what to do next. 🧩 Wireframing Wireframing was a critical stage where ideas became structured solutions. Low-Fidelity Wireframes: ● Created simple sketches and gray-scale wireframes to visualize flows without visual distractions. ● Focused on navigation hierarchy: moving from a cluttered multi-page system to a linear guided process. ● Introduced a progress indicator to reassure users about their stage in the reporting journey. Mid-Fidelity Wireframes ● Added form structures with inline error handling. ● Designed dashboard layouts for tracking submitted reports. ● Validated wireframes with internal stakeholders, ensuring legal compliance while maintaining usability. Outcome: A validated user flow blueprint that reduced reporting time and confusion. 🎨 Visual Design With the wireframes finalized, I moved to high-fidelity design: ● Brand alignment: Integrated Nazaha’s official colors and typography while modernizing the look for digital clarity. ● Visual hierarchy: Key actions like Submit Report and Track Status were emphasized with consistent styling. ● Trust signals: Secure badges, clear language, and confirmation screens reinforced confidence. ● Accessibility: High-contrast colors, large touch areas, and bilingual support (Arabic/English). ● Scalability: Designed reusable components (buttons, forms, alerts) as part of a design system for future updates. Result: A design that looked modern, official, and reassuring while remaining approachable for everyday citizens. 👨💻 Testing Usability testing was conducted with representative users, including citizens and government staff. Key Findings: ● Users appreciated the step-by-step reporting flow and felt more confident completing reports. ● The progress indicator reduced anxiety about long forms. ● Inline error validation helped prevent mistakes. ● Mobile users found the new design easier to navigate with fewer scrolls and taps. Improvements After Testing ● Shortened labels further to reduce cognitive load. ● Adjusted color contrast in some areas for accessibility. ● Added “Save Draft” functionality to allow users to pause and return later. Outcome: A platform validated by real users, ensuring both trustworthiness and usability.
The Result
✅ Easier Reporting A simple step-by-step flow that made submitting reports faster and clearer. ✅ More Trust Secure design, clear language, and consistent visuals built user confidence. ✅ Better Accessibility Mobile-first design made the platform usable for everyone. ✅ Consistent Experience Unified design system across all pages and services. ✅ Less Support Needed Fewer user issues and support tickets after launch. ✅ Ready to Grow Scalable design system prepared for future features. ✨ The redesign made Furas simpler, more trusted, and more accessible turning it into a platform that empowers citizens to report with confidence
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