Tajawal + Almosafer
Owning the product design and shipping a Progressive Web App for one of MENA's largest online travel agencies — and a 30%+ conversion lift.
Tajawal — part of Seera Group, now Almosafer — was one of the fastest-growing online travel agencies in the MENA region. Its mobile web experience wasn’t optimized for mobile and missed our performance goals: customers bounced on slow loads and unclear UX. I moved to Dubai to fix that.
My role
I owned the whole product design process (UX/UI) and wore the PO/PM hat for a team of five to six developers and QA. The company’s strategic bet on mobile web needed a dedicated team — and a designer with a mobile-first mindset.
The approach
- Scoped a focused MVP. Data showed flight booking was the most-used journey, so we launched there first for the biggest impact — as a Progressive Web App, for the performance and UX it gives mobile web.
- Grounded it in data and research. I used Lighthouse to benchmark the existing site, studied travel personas via Google Insights, and translated it all into user flows built around the micro-moments that mattered.
- Designed app-like, fast. A permanent app bar, a sticky bottom bar for the CTA and price summary, and a component system tuned to keep Lighthouse scores high.
Outcome
We launched in record time. Conversion rates rose over 30%, and the Lighthouse performance score went from 64 to an average of 90. We were the first company in the Google mWeb Innovation Program in Dubai, and the work was featured at Chrome Dev Summit 2018 alongside LinkedIn, Wayfair, Expedia and Walmart.
Owning product as well as design taught me what good UX really is: the right compromises across budget, people, time-to-market, tech and polish — judged by whether the thing we shipped actually solved the user’s problem.
