Diwan+
Redesigning the entire experience of the platform .
Overview
Diwan+ is the first UGC platform in the UAE and the largest in MENA connecting brands and business owners with influencers at scale.
My mission was to redesign the entire experience from scratch, spanning three interconnected products: the Admin dashboard, the Influencer platform, and the Brand platform.
Problems
“We have a website, but it doesn't feel like one. It feels like an engineer's tool — not something built for people like influencers, without changing the basic flow.”
— Diwan Team
Information overload Too many metrics displayed at once with no visual hierarchy. The eye has nowhere to land first.
No clear action path Stats, influencer tables, and campaign details compete for attention. It's unclear what the user should do after reading the data.
Weak data visualization The charts and bar graphs lack labels, context, and color logic making it hard to draw quick conclusions from the data.
Table heavy interface Almost everything lives in dense tables with minimal breathing room, reinforcing the “engineer tool” feel rather than a product built for people.
Approach
1. Listen before designing The project started with one honest client quote. Before touching Figma, I mapped what that frustration actually meant in the interface — where users felt lost, what felt cold, and what was missing entirely.
2. Audit the existing experience I broke down every screen systematically — hierarchy, flow, component consistency, and information density — to understand what was broken and why, not just what looked wrong.
3. Define the user types Three platforms, three different users: the Admin who needs control, the Brand that needs clarity, and the Influencer who needs simplicity. Each had a different definition of “seamless.”
4. Solve flows, not screens Instead of redesigning page by page, I focused on the critical flows: campaign creation, influencer assignment, and data upload. Fixing the journey fixed the screens naturally.
Solutions
Information architecture Mapped the full IA for all four user types before touching any screen.
Phased delivery Split into phases to keep revisions and implementation manageable.
Requirements tracking Every client note traced directly into the system — nothing assumed, nothing missed.
Figma File
Before designing The team — me, one PM and the client.
Implementation
Campaign Dashboard
Restructured the campaign dashboard for clarity. Reorganized the layout using tabs and sliders to create a clear hierarchy easy to track.
Gave the interface room to breathe. Consistent spacing, softer visuals, and a card-based structure transformed a dense technical interface into something approachable and human.
Discovering influencer
The original design was a plain table no photos, no visual identity, just rows of data with no hierarchy or human touch.
I redesigned it as a grid that leads with the influencer's face and their key numbers per platform. More detail is only one tap away.
Discover the campaigns
The client was clear — tables don't work for end users. The challenge was no hero image to anchor the card. I solved it by using the brand's logo as the visual identity of each campaign card, paired with just enough information to pull the user in and let the details live one click deeper.
Basic design system
Building the design system
With a 3-week timeline, I built a lean but solid foundation buttons, inputs, typography, and core components just enough to keep everything consistent without slowing delivery down.
