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The project aimed to reduce friction caused by outdated UI and role-agnostic workflows, without changing core journeys.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:
1. 40% perceived task clarity - Users could identify and act on relevant tasks faster.
2. 70% reduction in design-to-development time - By building the component library alongside
3. 500+ Screens designed - End-to-end journeys
4. 12+ User journey created, including dashboard, login, and payments.
Understanding the context
Understanding the current process
Key decisions that were made:
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
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 ++