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Unified Banking Dashboard — Multi-Brand Design System for Emirates NBD & Emirates Islamic
About: Two banking brands. One codebase. 2.5 million digital users in the GCC expecting instant financial clarity every time they open the app. The existing dashboard was fragmented, brand-heavy, and cognitively expensive research showed 70% of daily sessions were spent just checking balances and recent transactions, yet the interface was treating every screen like a promotional surface.
What I did: I led UX strategy, information architecture, interaction design, and design systems thinking solo delivering a token-driven, brand-adaptive dashboard that let Emirates NBD and Emirates Islamic share core structural components while expressing completely distinct identities through color, elevation, tone, and motion. No UX fragmentation. No engineering overhead duplication.
The layered hierarchy I designed answered the three questions every banking user silently asks: Where do I stand? What can I do now? What needs attention? in that exact order, every time.
Post-launch: 85–95% task completion, drop-off reduced by 20%, 70% component reuse across brands, 2–3× improved engagement, and a 2× faster brand rollout for engineering teams. A dashboard that finally worked like a financial command center not a promotional feed.
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