Skip to main content
Product Design, UI/UX, Brand Development - MENA

Afdal Analytics

Revolutionizing insights and analytics for the MENA region. Native Arabic support. Tailored for tech professionals. Seamless integration. Empowering decisions effortlessly.
Project image

Afdal Analytics is a MENA-focused SaaS platform that aggregates data from all major social media and marketing channels into a single, intuitive dashboard. Built for Arabic-speaking business owners and marketers, it enables users to track KPIs, compare campaign performance across platforms, and understand ROI at a glance.

I led the full product design cycle - from early user research and system architecture to UI/UX design, localization, and launch. The platform integrated over 30 external data sources and was part of a suite of tools under the Afdal brand.

The Challenge

MENA businesses often juggle multiple platforms to manage and evaluate their digital marketing. Most analytics tools are designed for Western markets and rarely support Arabic language, RTL layouts, or region-specific KPIs.

Our challenge was to:

  • Build a multi-source analytics dashboard for marketers in the Arabic-speaking world

  • Create a highly localized, intuitive UX without stripping away data depth

  • Seamlessly integrate 30+ third-party APIs while maintaining usability and visual clarity

  • Establish a strong, cohesive brand identity across Afdal’s product suite

Research & Discovery

Market Research:

  • We analyzed trends in digital ad spending and mobile marketing usage across UAE, KSA, Egypt, and Jordan

  • Identified high adoption of platforms like Instagram and WhatsApp Business, with strong budget allocations toward Facebook Ads and Google Ads

User Interviews:

  • Conducted interviews with small business owners, agency marketers, and enterprise CMOs to uncover workflow pain points

  • Common frustrations included:

    • “I don’t know where my spend is going.”

    • “Switching between platforms eats up hours.”

    • “It’s hard to report ROI when platforms show different metrics.”

Persona Development:

  • Created core personas:

    1. The Solo Marketer (agency-free small business owner)

    2. The Reporting Analyst (marketing team member needing exports)

    3. The Executive (looking for high-level KPIs across campaigns)

Design Process & Key Decisions

Phase 1: Brand & System Design

  • Built the shared visual identity under the Afdal product suite

  • Defined modular layout components and data viz libraries

  • Created scalable, RTL-ready component system

Phase 2: UX & Data Modeling

  • Designed a multi-layered dashboard showing campaign summaries, spend efficiency, and audience engagement

  • Built filtering and comparative views across platforms (e.g. Facebook vs Instagram vs Google Ads)

  • Enabled users to define KPIs and set up alerts for underperformance

Phase 3: Localization & Accessibility

  • Implemented full right-to-left layout system with switchable LTR fallback

  • Developed language toggles, icon mirroring, and culturally aligned terminology

  • Designed with data density scaling

    • allowing users to expand or collapse insights based on context

The Solution

We delivered a fully localized marketing analytics platform tailored for Arabic-speaking users, enabling them to:

  • Integrate all key platforms in one place (Facebook Ads, Instagram, Google Ads, Mailchimp, etc.)

  • Visualize performance trends across campaigns and channels

  • Benchmark campaigns based on custom KPIs and budgets

  • Gain actionable insights from clean, simplified dashboards without losing depth

  • Collaborate via PDF reports and shared dashboards tailored for client or exec review

What We Shipped

  • Cross-platform SaaS web app

  • 30+ live data integrations (social media, search, email marketing)

  • Fully localized RTL design system

  • Custom KPI setup + alert engine

  • Filtered comparison views across campaigns, ad spend, CTR, CPC, audience reach, and ROI

Impact & Results

Quantitative Wins:

  • +17% conversion to paid tier for users using 3 or more integrations

  • Over 80% of dashboard users used comparison filters in weekly workflows

  • Report generation time reduced by 60% for business users

Qualitative Wins:

  • Users praised platform as the first tool “that speaks our language”

  • Improved internal collaboration — analysts could create and share reports with execs without platform hopping

  • Agencies adopted Afdal Analytics as a client-facing reporting tool

Key Takeaways

  • Localization is infrastructure, not aesthetics

    • RTL required layout system changes, not just translations

  • Users want flexibility without overwhelm

    • giving control over KPIs and filters lets users shape the experience to their needs

  • Unification = clarity

    • bringing together metrics across platforms gave users a sense of confidence and ownership over their marketing decisions