NUSUK

THE CHALLENGE

Designing for Nusuk meant creating a unified, intuitive experience that could support millions of Muslims around the world in their spiritual journey. The challenge was to deliver a digital product that not only respects deep cultural and religious values but also serves diverse needs — from everyday faith practices to the complexities of planning and performing Hajj or Umrah. This required balancing usability with meaningful experiences, while working within tight timelines and collaborating with multiple stakeholders across different regions.

THE STRATEGY

To ensure alignment across teams and a smooth delivery process, we established a clear product strategy and introduced agile methodologies. This included defining design sprints, regular check-ins, and collaborative rituals to keep stakeholders engaged. We worked closely with cross-functional teams to streamline workflows, increase efficiency, and promote a user-centered approach throughout the product development cycle. Our focus was on creating a scalable design system and delivering impactful features, while fostering a culture of continuous improvement and feedback.

VISUAL DIRECTION

The visual direction of Nusuk is rooted in clarity, serenity, and cultural relevance — inspired by the spiritual essence of the pilgrimage. We conducted a collaborative workshop with the client to define the visual direction of Nusuk. This helped align both teams on the key attributes that should guide the brand's visual expression.

BRAND IDENTITY

At its core, we placed the Kaaba as a symbolic and visual anchor to reflect the centrality of faith in the user's journey. The design language embraces simplicity and clarity, while the color palette draws inspiration from the Arabic world — rich, warm, and grounded in tradition. Every element is crafted with a user-centered mindset, aiming to create a respectful, intuitive, and meaningful experience for Muslims around the globe.

STAKEHOLDER
ALIGNMENT

As part of the project milestones, we had the opportunity to present our work in two key sessions with the Ministry of Hajj and Umrah of Saudi Arabia. These presentations allowed us to showcase the design strategy and proposed experience for Nusuk. We also conducted a collaborative workshop with multiple stakeholders to gather feedback, align expectations, and identify opportunities for scaling the project further.

KEY FEATURES AND
THE IMPORTANCE OF
ISLAMIC SERVICES

Nusuk offers a variety of features designed to support pilgrims throughout their spiritual journey. Among these, the Islamic Services section stands as the heart of the app. It provides essential tools such as Prayer Times, Qibla Direction, Nearby Mosques, and Guidance for Rituals. These features are crucial because they maintaining spiritual focus, fulfilling religious duties, and observing the rituals correctly and on time. By integrating these services in a clear and accessible way, Nusuk ensures that users can remain centered on their faith without needing to switch between multiple apps or sources.

THE PROCESS