GUM's
EXPERTS
2024
Year
Role
Product Designer Lead
Clients
meridol & Ogilvy
Meridol positioned itself as the authority in gum health across Saudi Arabia and South Africa with the Gum’s Experts program — designed to educate, drive awareness, and build brand loyalty in markets with low dental care engagement.
Key Words
User interface, User Experience, Advertising, Health, Agency.
UX/UI Strategy
The strategy focused on education, personalization, and behavioral change to raise awareness about gum health in South Africa and Saudi Arabia — markets with low dental engagement and high-risk populations.
Responsibilities
– Defined UX strategy and user journey based on research and regional insights.
– Conducted benchmarking, desk research, and journey mapping.
– Designed wireframes, flowcharts, and high-fidelity prototypes in Figma.
– Facilitated alignment between the creative team and stakeholders through visual storytelling.
– Collaborated closely with copywriters, PMs, creative leads, and C-level stakeholders.
Design System
A Design System is a structured set of guidelines, components, and tools that ensures teams create consistent, efficient, and user-friendly digital products.
In the Gum’s Experts program, I applied the system provided by meridol to Ogilvy’s creative team.
Tokens
Main colors
#00A0DF#FFFFFFSecondary colors
#D9D9D9#E3F2FAFFB3B9#00C1D5Icons
Shapes
