Amaana MVP & Service Design
Embarking on the journey to streamline business entry into Saudi Arabia, Amaana envisioned a platform that would transform a traditionally complex process into a seamless experience. Our team was entrusted with bringing this vision to life, starting from the wireframe stage and navigating through design challenges, market validation, and strategic pivots.
Acquired
By Tawaref
Duration
5 months
My Role
Founding Product and Service Designer
Team
Fedy Tizaoui, Layomi Omotosho
Skills
Product strategy, Stakeholder engagement, Service Design, Web design, Prototyping
Understanding the vision
Amaana aimed to be the strategic partner for businesses seeking swift and compliant entry into Saudi Arabia's dynamic market. The platform was designed to offer a comprehensive suite of services, including company registration, licensing, banking setup, and compliance with local regulations. The core objectives were to:
Highlight Value Over Cost:
Convince clients of the value offered, beyond the financial investment.
Communicate Unique Selling Proposition:
Clearly define what sets Amaana apart from competitors.
Build Trust Through User Experience:
Design a user journey that fosters trust before requiring commitments.
Maintain Consistent Messaging:
Ensure all communications are strong and aligned to encourage client commitment.
Initial approach
Our initial plan was to first understand the customer through stakeholder workshops, then design the MVP, develop it using Zoho Creator, and finally execute a go-to-market strategy. However, this approach would be later adjusted based on emerging needs and constraints.
Design and SaaS Prototype
Taking over during the wireframe phase, we collaborated closely with Amaana's founders to refine the design into a high-fidelity prototype that encapsulated the envisioned product.
Initial wireframe
The initial wireframe had multiple steps and screens for document upload and progress tracking, making the process more cumbersome.
Streamlined process & comprehensive dashboard
In the redesigned version, all actions were consolidated into a single dashboard view, allowing users to upload documents and track progress seamlessly in one place.
The dashboard displayed all stages of the market entry process, allowing clients to track their progress and understand remaining steps.
Amaana assistant
An integrated tool to help clients comprehend document requirements and provide real-time updates.
Notification system
Kept clients informed about their application's status and upcoming tasks.
Landing page and lead generation
As we progressed, the need for rapid market validation became evident, especially with the upcoming LEAP conference in Saudi Arabia. With only five days to prepare, we shifted focus to develop a landing page aimed at generating leads during the event.
Service Design: New approach
Post-conference, the positive response prompted us to pivot from developing an app to creating a web system that integrates the landing page with Zoho CRM, booking systems, and email workflows. This setup created a functional prototype without full-scale development. It was faster to implement and allowed clients to:
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Users begin by filling out a straightforward registration form.
They then schedule an onboarding call with the Consultants to discuss their specific needs and understand the entry process.
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Clients submit essential documents, such as the Certificate of Incorporation (COI).
The team conducts a complimentary review to ensure all prerequisites are met before proceeding.
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Upon successful document verification, clients make the necessary payments to commence the entry process.
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Clients can monitor their business setup progress through a user-friendly page on the website and email notifications.
Service blueprint
We conducted stakeholder workshops with designers, developers, and legal advisors to map the end-to-end customer journey.
This process helped us identify friction points and uncover opportunities where automation and UX enhancements could improve efficiency and user experience.
A more streamlined interim onboarding solution
Scalable document submission flow on the web
Integrating other essential services
To enhance the platform's utility, we integrated several key services:
Invoicing and Financial Management
Incorporated tools like Zoho Books to streamline invoicing and financial tracking, ensuring clients have a centralized location for all financial transactions.
Meeting Scheduling and Logging
Implemented a system to log booked meetings, allowing clients and service providers to keep track of consultations and important discussions.
Impact and acquisition
This agile approach allowed us to validate the market demand effectively.
The streamlined MVP not only attracted clients but also demonstrated the platform's potential, leading to Amaana's acquisition by Tawaref, a Saudi-based investment community, in October 2024.
Reflections
This project underscored the importance of flexibility in design and development. By focusing on user-centric design and being willing to pivot when necessary, we successfully brought Amaana's vision to fruition, providing businesses with a trusted partner for entering the Saudi market.