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Project Duration

4 Months


Pravin (UX/UI)

Arun (UX)

Ramu (UI)

My Role

Secondary Research


Information Architecture


Visual Design


About Client

The NEOM Nature Reserve, nestled in Saudi Arabia, is a pioneering venture blending advanced technology with pristine natural beauty, aiming to revolutionize conservation and visitor experience. This fusion sets a global benchmark for sustainable and interactive natural habitats.

"NEOM" - The Land of Future

NEOM is the land of the future, with an ambition to redefine livability, business and conservation at its heart

From the deep blue ocean and pristine beaches to awesome desert and epic mountains, the NEOM has an ancient geography and topography unlike anywhere else. Reefs that sparkle with colour, green wadis that provide an unexpected oasis, mesmerizing red sand dunes shifting with the wind and endless mountain valleys providing iconic views. This rich tapestry of the natural world has to be protected, preserved and elevated at scale.

Project Brief

The NEOM Nature Reserve, nestled in Saudi Arabia, is a pioneering venture blending advanced technology with pristine natural beauty, aiming to revolutionize conservation and visitor experience. This fusion sets a global benchmark for sustainable and interactive natural habitats.

The Nature Reserve UX Project is designed to enhance visitor experiences through a cutting-edge digital interface. It offers interactive maps, real-time wildlife tracking, and personalized tour planning, aimed at deepening the appreciation for nature and conservation.

Conservation & Protection

Project Phases


& User Goals

Design Strategy
& Brainstorming


Feature Analysis 
& Benchmarking

Design Concepts
& Visualisation


Visual Design

Design Validation
& Handoff

Project Timeline

NR Timeline.png


To understand the different aspects of the requirements in such a small amount of time and propose the right solution to the problems makes the project more interesting and challenging one.

Below are the key challenges identified at the earlier phase of the project.

Technical Feasibilities

Complex Dashboards

Data Visualisations

KPI Data & Integration

Project's Scale & Short Timeline

User Personas

Understanding Personas

Understanding the personas of NEOM Nature Reserve is crucial for tailoring conservation efforts, educational programs, and visitor experiences to meet the diverse needs and interests of its audience. This approach enhances engagement, promotes sustainable tourism, and ensures that initiatives are effective in fostering a deep connection between people and the natural environment, ultimately contributing to the reserve’s conservation goals and visitor satisfaction.

Key Stakeholders

There were many people involved in the whole journey of this applications. We identified over 50+ personas during the journey. Based on their roles, responsibilities and the interviewed data (from client),  different UX research methodologies such as persona mapping and use case matrices were made for all the personas.

This helped us to identify the important and critical personas in creating the foundation for the design.


Below are some of the key personas identified from the

researches carried out.

Head of NR

Head Office Manager

Infrastructure & Development Manager

Destination Manager

Land Specialist

Marine Specialist

Technology Asset Manager

Land Ranger Manager

Marine Ranger Manager

Destination Manager

The destination manager persona is exhibited below as an example to showcase the process followed. Same way all the key identified personas were analysed in depth.

Persona - Destination Manager_edited.jpg

Empathy Mapping - Destination Manager

This process of empathy and journey mapping helped to understand which pain points triggered during what phase of the journey and where the prime focus should be given for amplifying the ideas and gave

the right direction.

Empathy map - visitor manager.png

Key Personas vs Use Case Matrix

Creating a use case matrix for each persona and their job functions is essential for clearly defining the specific needs, challenges, and goals associated with each role within the organization. This approach enables tailored solution development, ensures alignment of technology and resources with individual and team objectives, and facilitates better communication and collaboration across different departments.

By systematically addressing the unique requirements of each persona, organizations can optimize operational efficiency, enhance job satisfaction, and improve overall performance.

NR Use case matrix.png


There are many personas and profiles who will be using the NR platform. For easy access, modules were created based on the nature of the persona's engagement with the platform.



Central hub for overseeing operations, resource allocation, and strategic planning within the reserve.



Dashboard for handling day-to-day administrative tasks, staff coordination, and internal communications.


Rewilding & Regreening

Tools for planning and monitoring habitat restoration projects, including species reintroduction and vegetation recovery.


Compliance & Ranger Activities

Interface for managing law enforcement, patrolling schedules, and ensuring adherence to environmental regulations and guidelines.


Ecological Conservation

Platform for tracking conservation efforts, biodiversity health, and ecological research initiatives within the reserve.


Infrastructure & Visitor

System for managing visitor facilities, trails, and infrastructure maintenance, alongside enhancing guest experiences through educational and recreational offerings.

Information Architecture - Simplified Version


Understanding the KPIs

KPI is the backbone of this project, hence it required more attention.

Lots and lots of brainstorming sessions between internal and external teams happened via digital and whiteboard methods.

The KPI analysis and benchmarking were done to get the

qualitative KPIs in the design

Parameters to satisfy for KPI design

The following parameters were giving importance and set as benchmark while bringing out the KPIs. This helped in fetching

essential KPIs to the design effectively.



It provides a clear metric to measure the progress towards the ambitious goals set by NEOM in terms of sustainable development, technological innovation, and economic diversification.

Informs Decision Making

By analyzing KPIs, decision-makers can gain insights into what strategies are working and where adjustments are needed, ensuring resources are allocated efficiently.



Regular KPI analysis helps identify areas of success and areas needing improvement, fostering a culture of continuous improvement across all sectors of NEOM.

Supports Strategic Alignment

Ensures that all projects and initiatives within NEOM are aligned with its overarching vision of innovation, sustainability, and economic growth, making it a model for future cities worldwide.

Enhanced Understanding

Visual representations of data make complex information more accessible and understandable, allowing stakeholders to grasp trends, patterns, and outliers at a glance.

Identify New Opportunity Areas

By presenting KPIs visually, decision-makers can quickly identify areas of concern or opportunity, facilitating faster and more informed decisions.

Ideation & Wireframes

This was the most interesting and fun phase of the project. The team had great time in Brainstorming and Card Sorting Methods in working out the navigation system and layouts.


Visual Design

The Information Architecture is designed after the brainstorming sessions by using the card sorting method.
The wireframes were created module wise. After the finalisation of each module's wireframe, the visual design work took off. 

Tailor made designs

Visual Language


Design System

Natura DS.png
Option 04a.png

Few final designed screens


Design Handoff

The development is handled by multiple teams at different geographic locations. So the designed were handed-off neatly with the design system.

The design system consists of styleguide, design tokens, icon system, component libraries, guidelines for each components and external reference links for the visualisations.

At last, Two-Three rounds of design QA testing was set up to ensure the design is translated same as in prototype into development.


The project was a huge success in terms of its design and execution.
The team was very well appreciated by the client and the management. 


There were around 500+ screens designed in 4 months time by the team.

I was majorly involved in the visual design and in the brainstorming sessions. I learnt quite a lot in product strategy, design management, etc... The project journey has been fun and informative. 

Hope you have enjoyed the project.

Please Hit me up to know more about the process and the design journey!

Thank You

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