Rana AbudeebWork
Nukhba
Choosing a trusted provider became a clear decision instead of endless lists.
The problem was never finding businesses, it was evaluating them with confidence.
- Role
- Product & experience design
- Scope
- Discovery, trust, evaluation
- Market
- Saudi Arabia
- Status
- Live platform
- Problem
- Plenty of names, little confidence; judging any business means jumping between search, social and reviews.
- My part
- Product and experience design.
- Key decision
- Turning “how do we list more?” into “how do people evaluate with confidence?”, with a fixed-order card.
- Evidence
- Exploratory qualitative research around four questions, and real businesses on the platform.
- Result
- A live bilingual platform; every listing manually reviewed. Conversion not yet measured.
The challenge
Not too few options, too little confidence in them.
Someone looking for a photographer or interior studio in Riyadh finds plenty of names, but evaluating any means jumping between search, social, websites and scattered reviews. Nukhba had to cut that effort, not add a sixth source of names.
Principles
Three principles shaped the product.
- 01
Discover
Reach relevant businesses by search, category or browsing, without learning the platform first.
- 02
Trust
Verification signals inside the discovery journey, not on a separate page.
- 03
Evaluate
Enough to decide before making contact, not after.
The card
A card that answers three questions.
Who are they? What do they do? Worth opening? Name, verification, city, one line, services, rating and response time, in the same order on every card.
Curation
Fewer results, more useful ones.
Conventional directories measure value in volume. Nukhba does the opposite: small, hand-picked collections around a clear need, instead of an open list that leaves the choice overload with the user.
Discovery to evaluation
Opening a profile changes the intent.
Now the user is evaluating. The profile holds a fixed structure, overview, services, portfolio, reviews, verification, beside a structured quote request. The top answers in a second: rating, verification, response time, city.
The journey
Four steps, one direction.
- 01DiscoverSearch, category, city or collection.
- 02CompareIdentically structured cards.
- 03EvaluateA profile read for a decision.
- 04ContactQuote request or WhatsApp.
Across screens
The structure stays; only density changes.
Outcome
A live platform, two audiences, two languages.
Discovery by category, city and collection, detailed profiles, direct inquiry, and a submission and verification path for owners, in Arabic and English. Every published listing passed manual review.
Delivered
- Curated discovery
- Visible trust system
- Components that scale
Still open
Not yet measured: discovery-to-contact conversion and real response times.
Source note: The original case study doesn’t list a public link to the platform.