STC Digital Transformation

Saudi Telecom Company is one of the largest telecommunications operators in the Middle East, serving millions of customers across B2B and B2C markets. The STC Digital Transformation was one of the most complex and far-reaching projects in the portfolio — spanning multiple portals, apps, and workstreams simultaneously.

As design team lead, the role covered both sides: leading the Celfocus design team day-to-day and aligning directly with STC's own design team to ensure a consistent direction across all initiatives. A comprehensive design system was established from scratch, built to serve as the foundation for STC's digital products well beyond the project itself.

The work required multiple trips to Riyadh over the course of the engagement, facilitating onsite workshops with a wide range of stakeholders and keeping a large, distributed team aligned across design, analysis, development, and QA.

Bigger in every dimension than anything before it — more designers, more portals, more stakeholders, more complexity. And a design system at the end of it built to last.