As part of the core leadership team, I helped shape an ambitious digital innovation programme for NEOM, turning a bold vision into a clearer product strategy and experience direction.

The challenge was not just to explore emerging technologies, but to define how they could create real value. We looked at how AI, VR, the Metaverse and cognitive science could come together to build a connected digital platform for specialists, experts and innovators. The goal was to create a space where ideas could be shared, tested and developed into meaningful solutions that support NEOM’s long term vision.

From a product and UX perspective, my role focused on bringing structure to a highly complex opportunity. I helped define the experience principles, map core user needs, shape the platform proposition and translate future focused thinking into practical product concepts. This included looking at user journeys, collaboration models, digital community behaviours and the role technology could play in making expert knowledge more accessible and actionable.

The outcome was a high level product vision and experience framework that connected strategy, innovation and human centred design. It helped move the conversation from abstract future technology into a more tangible platform concept, built around collaboration, intelligence and long term impact.