Jawwy Digital Transformation

Jawwy is STC's digital-first mobile brand in Saudi Arabia, built for a younger, more digitally native audience. The project covered both the consumer portal and the mobile application, working from an existing design as the starting point.

As lead of the Celfocus design team, the role involved close collaboration with Jawwy's own design team — aligning on direction, consolidating decisions, and ensuring a consistent output across both sides. Beyond the day-to-day design work, a comprehensive design system was built from scratch, designed to serve as the foundation for Jawwy's digital products for years to come.

The process was research-grounded: user interviews were conducted to identify pain points and inform design decisions before moving into solutions — ensuring the final experience was shaped by real user insight, not assumptions.