Work

Co-writing the Arabic edition of Emirates NBD’s UX Writing Style Guide, adapting each rule to how Arabic actually works instead of translating the English one.

Problem

Content standards across two languages

Stage

Ongoing

After translating a six-page journey into Arabic by hand, I proposed a shared English–Arabic UX writing library in Emirates NBD’s design system. With Figma AI mapping screens to it, translating a large journey could drop from about 8 hours to 1 hour of review.

Problem

Translating and keeping copy consistent at scale

Stage

Phase one launched

UX writing and Arabic localization for Emirates NBD’s auto loan flow, a multi-step application where customers need to know where they are and what they’re agreeing to.

Problem

Multi-step application flow

Stage

In development

Reading a mobile usability study of the elgouna.com booking flow for the problems caused by language, then localizing the site’s 1,045 strings across English, German and Arabic.

Problem

Content issues in a hotel booking flow

Stage

Research and recommendations

I rewrote the homepage content for The Chedi El Gouna, a Red Sea resort, on desktop and mobile. Each room card now leads with what makes that room different, so guests can compare six room types at a glance.

Problem

Long, similar room descriptions that were hard to compare

Stage

Delivered for the homepage redesign