Munaaseb is a fintech platform designed to simplify the process of mortgage financing in Saudi Arabia. It offers personalized financial solutions, making it easier for users to navigate complex mortgage options. With seamless integration of advanced technology, Munaaseb aims to streamline application processes, enhance accessibility, and provide tailored recommendations, empowering users to make informed financial decisions.

In Saudi Arabia, individuals seeking mortgage financing face multiple challenges, including limited access to clear information, inefficient application processes, and a lack of personalized solutions. Many struggle to find financing options suited to their unique needs and often encounter complex, paper-heavy workflows. Munaaseb addresses these challenges by providing a streamlined digital platform that simplifies the mortgage application process and offers tailored financing options based on users' profiles.

For Munaaseb’s discovery phase, we concentrated on understanding users' pain points in the mortgage financing landscape through market research and stakeholder meetings. We reviewed existing mortgage platforms and analyzed competitor strategies to pinpoint gaps in user experience.

Additionally, we conducted surveys to gain direct feedback from potential users, focusing on their needs for a streamlined mortgage process. To further refine our approach, we created a sitemap, defined key Jobs to Be Done (JTBD), and developed personas to guide the platform's design and functionality.

For Munaaseb, we conducted a detailed competitive audit to evaluate the mortgage financing landscape. Analyzing direct and indirect competitors gave us valuable insights into their strategies, strengths, and weaknesses. This process helped us identify gaps in the market and refine Munaaseb’s unique value proposition.

We focused on how competitors handle user journeys, including eligibility assessments, mortgage calculators, and personalized mortgage recommendations, ensuring Munaaseb would deliver an enhanced and user-friendly mortgage financing experience. My Medium article on competitive audits helped guide our approach to analyzing the mortgage financing landscape, ensuring we focused on user-centered differentiation.

To understand users’ needs and behaviors in the mortgage financing space, we conducted a survey targeting potential homebuyers across Saudi Arabia. The survey covered user demographics, financial literacy, key challenges, and preferences related to obtaining mortgages.

The results revealed major challenges in finding suitable homes and understanding financial terms. Users expressed interest in tools that offer financial advice, clear mortgage comparisons, and flexible options. These insights helped shape the design and features of Munaaseb to address these pain points, and user needs better.

We identified several key personas to ensure the platform caters to different user profiles, each with unique goals, challenges, and financial literacy levels. These personas reflect the diverse backgrounds of potential mortgage applicants, from savvy buyers looking for the best deals to first-time homebuyers seeking guidance through a complex process. Through these personas, we aimed to tailor Munaaseb's features to address each user's needs, ensuring a user-centered approach that aligns with their financial goals and comfort with technology.

As part of the CRM system we designed for Munaaseb, we developed detailed Jobs to Be Done (JTBD) to guide the platform's functionality. This section highlights the essential tasks and features the Munaaseb team relies on to manage leads, track applications, and deliver personalized mortgage solutions, ensuring a streamlined and efficient process for team members and clients.

Lead Management: Organize leads, categorize them by work sector and salary attributes, and dynamically update based on real-time data for effective targeting.

Segmented Targeting: Create and manage lead segments using conditional logic, helping the team efficiently target specific audiences based on key criteria like age, employment, or work sector subsidies.

Activity Log: Provide detailed logs of communications, financing applications, and document submissions, enabling team members to access a lead’s complete history and status quickly.

Tailored Mortgage Solutions: Use an integrated calculator to generate personalized mortgage recommendations, allowing Munaaseb to offer financing options based on the specific needs of each lead while also supporting personal, auto, and business financing.

Application Management: Track all financing applications—mortgage, personal, auto, and business—through a centralized system consolidating tasks, documents, and activities related to each application.

Departmental Coordination: Seamlessly transfer lead files between departments for further review or processing, enhancing collaboration across Munaaseb’s internal teams.

Reporting: Generate insights and performance metrics through reporting tools, giving Munaaseb visibility into the effectiveness of their outreach, application success rates, and other key metrics.

To understand the user's journey through the mortgage financing process, we mapped key stages from awareness to post-approval support. The journey highlights user actions, goals, emotions, and potential pain points. This insight allowed us to design a seamless experience tailored to user needs, reducing friction at critical touchpoints such as information gathering, application submission, and customer support. The journey map informed key design decisions to enhance the platform’s usability and satisfaction.

For Munaaseb's marketing website, we focused on structuring the content to provide a seamless user experience, allowing visitors to navigate and access key information easily. This was essential in guiding users through the mortgage financing process, from exploring eligibility assessments to engaging with personalized mortgage recommendations. Below is the sitemap designed to support Munaaseb’s user engagement and lead generation goals, ensuring users have clear paths to find the tools and information they need.

To ensure a smooth and intuitive user experience on Munaaseb’s platform, we designed key user flows that simplify the mortgage application process. This flow covers five essential stages:

Personal Information: Nationality, age, and employment details.

Financial Information: Salary, liabilities, and SIMAH record.

Housing Support: First home and housing program eligibility.

Financing: Product type, property details, and down payment.

Offers: Tailored mortgage offers, then submit the application.

Each stage was developed to minimize friction and enhance user clarity from start to finish.

Munaaseb aims to improve the platform by introducing more personalized user experiences, expanding its financial product offerings, and enhancing integration with government APIs. Future development includes optimizing the CRM for lead management, providing more detailed financial insights for users, and streamlining application processes. Munaaseb will continue evolving to meet the growing demand for mortgage and financing solutions in the Saudi market, ensuring scalability and long-term success.