Creative & Art Direction • Head of Design Department • Talent & Project Management
Engaging the public in digital product design is thrilling, especially when safety is paramount. As both UX strategy lead and design & development lead for all media assets, the below is snapshot of the impactful Cyber Safety Digital Hub, along with reflections on project and creative management of this long-term, multi-media initiative.
Media: Digital platform (UX/UI), Interactive games, quizzes, Animations, Videos, Infographics | Industry: Public Sector
It all Began With
A commitment to Cyber Safety
The client, Qatar's (Ministry of Communication and Information Technology (MoTC) in Qatar) wanted to spread their message of cyber safety, but struggled to engage their diverse audience despite the existing content-rich website.
The Task
Build an Engaging & Inclusive Cyber Safety Hub
This two year project aimed to create a fully reimagined, regional learning platform attracting a broader, diverse audience by catering to specific needs, tech awareness, and language preferences. Its goal is to foster positive learning experiences leading to lasting behavioural change in cyber safety practices.
The Path
A Collaborative Journey to a Human-Centred Solution
Multi-Faceted Approach: A multi-dimensional approach and cross-team collaboration were essential for this large-scale digital solution. The UX strategy, intricately linked with learning design and development, played a central role.
Human-Centred Design in Action: Guided by a human-centred approach, I led UX strategy within a co-creation process involving research, learning design, development teams, and diverse stakeholders.
From Needs to Impact: Discovery and user research uncovered both business and learner needs. A cohesive learning strategy (content and UX) emerged, defining the problem and solution, paving the way for brand strategy, design, testing, and refinement.
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The Result
Engaging, Inclusive, Impactful Hub
Reaching Diverse Needs: Tailored journeys for caregivers, children, young adults, and educators ensured personalised learning experiences.
Content Powerhouse: Over 450 diverse assets like cartoons, animations, and quizzes kept users informed and engaged.
Empowering Change: An ambassador program fostered community engagement and peer-to-peer learning, driving behavioural change beyond the platform.
Exponential Growth: 500% increase in website visitors, with 90% new users, reaching a broader audience.
Deeper Connections: 300% increase in page views, demonstrating deeper engagement and active learning.
Output in 40"
Key features
Bilingual Content for Diverse User Needs: Users navigate thematic sections from the homepage, accessing content in their preferred languages. Caregivers find comfort, educators unlock tools, young adults engage with games, and children explore animations – all tailored to their specific needs and technology levels.
Dual Views for Personalized Learning: Adults and children have separate views, ensuring age-appropriate content and a visually captivating experience for younger users. This empowers both children and their caregivers.
Community Impact: Equipped with diverse media formats, the ambassador program drives lasting change by fostering peer-to-peer engagement on online safety, extending the project's impact beyond the platform and into the community.Reflections
On Process & Creative Management
The Discovery & User Research identified the needs and preferences of the key user groups; caregivers, children, young adults, and educators. Each of which has a different emotional state and intent of use for the platform. Also we have the client as a main stakeholder who's needs need to be satisfied, that includes dealing with their legacy long-process govt approach.
Content framework & UX strategy: a cohesive learning strategy setting the stage for the wheels to go in motion. Upon mapping the themes, topics, cognitive load, learning preferences and media formats, a cohesive strategy was put in place, where the UX strategy and the Content framework come together cohesively to deliver a learning experience strategy clearly defined the problem and solution, clarifying the path to the destination.
Design, test & repeat: Content audit, edit, write. Learning assets designed, produced, implemented. Platform designed, developed, deployed. The longest of all [phases]. An exhilarating phase of excitement producing every type of media.
With a clear framework of content and associated media types per audience per topic, I led the UX strategy and the Branding Strategy, where branding guidelines were developed that include the tone of voice, media, & content per user group across their learning journey. Meanwhile the content team led the Content Audit and Creation: Existing content was meticulously reviewed and curated, while new content was developed specifically for each user group, considering their preferred media formats.
English & Arabic versions of HP
- English & Arabic versions of HP -
adult vs children view
- Adult vs children view
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The team
Client: Ministry of Communication and Information Technology (MoTc)
Project for: Kashida Learning
Kashida team: Lead LXD (Ruba Mourad & Canan Turkmen), Designers (Anthony Al Assad, Tatiana Mourad, Razan Jalloul), Illustrator & animator (Patrick Sfeir)
Project for: Kashida Learning
Kashida team: Lead LXD (Ruba Mourad & Canan Turkmen), Designers (Anthony Al Assad, Tatiana Mourad, Razan Jalloul), Illustrator & animator (Patrick Sfeir)
