Saudi Telecom Company
Translated STC’s brand purpose into scalable digital experiences across 100+ products, services, and touchpoints.
Client: STC Group, SA
Agency: Interbrand Madrid
My Role: Experience Design Director · CX & UX/UI Design Director
Led customer and experience design for STC, the largest telecom group in Saudi Arabia.
The goal was to unify digital journeys, brand governance, and UX across 100+ touchpoints and 13 subsidiaries.
1. Challenge
Too many brands and not enough coherence
STC’s rapid expansion into new services and markets left it with a fragmented brand experience.
Multiple sub-brands, different design languages, and siloed workflows weakened the customer experience and internal coordination.
2. What We Did
Phase 1: Creating the Brand Language
Interbrand Madrid designed STC’s new visual identity to unify its market presence.
Once that foundation was in place, we stepped in to bring the brand to life across digital, ensuring consistency, scalability, and alignment with the newly defined purpose.
Visual identity elements: setting the tone for STC’s digital future.
Phase 2: Translating Strategy into Scalable Design Systems
Working closely with STC’s in-house teams and external partners, we mapped over 100 digital touchpoints across 13 subsidiaries.
I led experience and service design strategy, from defining the UX north star and identifying gaps in journeys to prototyping components and shaping the Digital Ecosystem Map and the Design System to govern it.
Saudi Telecom Company Digital Ecosystem Map.
3. Outcomes
Consistency that scales
The new system is being rolled out across STC’s brands, improving consistency, accessibility, and collaboration.
The digital brand experience is now unified across platforms, with a clear roadmap for scaling and long-term adoption.
From audit to interaction: defining the structure of the ecosystem.
The new design system is rolling out across 13 subsidiaries and 100+ digital touchpoints.
Cutting onboarding time by
30%
thanks to shared libraries and clear documentation
Powering
200+
consistent components across platforms
Described by STC leadership as
“the first time we’ve all been speaking the same language.”
4. My Insight
Design systems are about people not just pixels
Design systems aren’t just visual. They’re strategic tools. When done right, they align internal teams, brand values, and customer journeys around a shared vision.
Saudi Telecom Company’s case study shows how a structured, human-centred approach can transform brand identities and ecosystems and align business goals with user needs.
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