Redesigning SIMAT: Saudi Arabia's B2B Credit Report Platform
UX Research | Service Design
My Role: Lead Service Designer / UX Researcher / Project Lead
Timeline: 10 months
Context: End-to-end service design across digital touchpoints (Web & Mobile Apps) and physical touchpoints (printed credit reports).
Teams & Collaborators: Design research & service design, UX/UI Design, Content writers, Product owners(Client), IT(Client), Business(Client), Marketing(Client), Customer support(Client)
The Challenge.
In Saudi Arabia, businesses rely on SIMAH’s SIMAT product for comprehensive credit reports detailing everything from bank commitments and trade obligations to utility payments and default histories. However, despite holding this wealth of critical financial data, the existing platform was essentially a digital vending machine: users could only purchase their report and download it as a static PDF. Recognizing that businesses needed more than just a static snapshot to truly manage their financial standing, SIMAH brought us in to completely rethink the experience. Our challenge was to dive deep into user research, uncover untapped needs, and transform the platform from a simple download portal into a dynamic, intuitive ecosystem where businesses could proactively access, understand, and manage their credit health efficiently.
The Approach.
Discovery & Research: Conducted stakeholder immersion workshops, ecosystem mapping, user interviews, and surveys to understand the complex B2B financial landscape.
Synthesis & Alignment: Performed thematic analysis and mapped "As-Is" user journeys, validating pain points and edge cases with stakeholders.
Ideation & Co-creation: Facilitated ideation and prioritisation workshops, co-creating "To-Be" Service Blueprints and System Maps with key business leaders.
Design & Delivery: Led UX/UI design for both web and mobile, validated concepts, and authored comprehensive Business Requirement Documents (BRDs) for development hand-off.
Process Artefacts
Ecosystem Mapping
User & Stakeholder Interviews, Coding and Data Analysis
Competitor Benchmarking
Framing key Insights
Personas and As Is Journey Mapping
Ideation Workshop
Prioritization Workshop
Co-Design Sessions
Service Blueprinting
Developing Business Requirement Documents
Key Outcomes & Deliverables.
Strategic Insights Uncovered: Shifted the product vision from a simple download portal to a management tool by identifying critical needs: real-time dashboards, multi-company management, secure delegated employee access, and industry benchmarking.
Core Features Designed: Designed tailored subscription models, a dynamic credit health score dashboard, and a complex company/user management system designed in a simplified way, fully compliant with SAMA security regulations.
Strategic Hand-off: Delivered end-to-end "To-Be" Service Blueprints (covering registration, subscription, and edge cases), holistic System Maps, and detailed BRDs to perfectly align design, business, and development teams.
Note: The product with its new services is yet to be launched to be published here.