Project Context:
BOX Mobile is Emirates NBD’s corporate banking app for business users across the MENA region. The project aimed to reduce friction caused by outdated UI and role-agnostic workflows, without changing core journeys. As the Product Designer, I led the UX/UI redesign focusing on simplifying navigation, aligning with the web design system, and tailoring experiences by user role.
Impact:
Key Design Decisions Based on Roles:
✅ Task-based prioritization: Dashboard now shows “Pending Approvals” upfront for Checkers.
✅ Contextual actions: CTA buttons were updated based on role (e.g. Approve/Reject vs Create New).
✅ Workflow visibility: Added tab for workflow details in transaction screens for better transparency.
✅ Role-relevant quick links: Removed generic CTA and added action cards for Checkers/Makers
Team:
Problem Area:
Problems vs Solutions:
Reprioritizing What Matters: Making Tasks Visible, Actionable & Role-Relevant
We restructured the homepage using task-based prioritization and introduced role-driven action cards. Now, users land directly on what they need to act on—pending approvals, alerts, or transactions—reducing mental load and improving efficiency.
End to End workflow
Journey Ownership: Designing in Sync, Delivering at Scale
While we worked as a tightly knit team of three, we divided the app into functional epics to move faster and stay focused. I led the design on pre-login flows, the dashboard experience, and beneficiary registration; core touch-points that defined the user’s first impressions and recurring actions.
Key Design Decisions Based on Roles:
✅ Task-based prioritization: Dashboard now shows “Pending Approvals” upfront for Checkers.
✅ Contextual actions: CTA buttons were updated based on role (e.g. Approve/Reject vs Create New).
✅ Workflow visibility: Added tab for workflow details in transaction screens for better transparency.
✅ Role-relevant quick links: Removed generic CTA and added action cards for Checkers/Makers
Our redesign of BOX Mobile created tangible improvements for both users and the business:
40%
Perceived task clarity- users could identify and act on relevant tasks faster
70%
Reduction in design-to-development time by building the component library alongside
500+
Screens designed - End to end journeys
12+
User journey created; including dashboard, login, payments ++
