NEOM – fictional App concept

The world’s first Cognitive and Smart City within Saudi Arabia.
I created a concept and design for a fictional app for NEOM. Thanks to an artificial intelligence, the user only has to provide a few pieces of information and can be easily transported from A to B with the highest level of user-friendliness. This is how mobility will work in the future: sustainable and effortless.



Miro, Affinity Designer, Adobe XD, Figma

What is NEOM?

„It’s an attempt to do something that’s never been done before and it’s coming at a time when the world needs fresh thinking and new solutions. Simply put, NEOM will be a destination, a home for people who dream big and want to be part of building a new model for sustainable living, working and prospering.“

Research based approach

Using a Double Diamond model, which was developed by the Design Council of UK, the overall Design Thinking process was defined and clustered into research- and design phases. We started by evaluating the existing program, in order to be able to develop it further. Our group’s opinion was not enough: Only if we knew what the painpoints are and how real users felt about the current version, we could suggest a new solution.

Scoping Canvas

Planning an application that can enhance the user experience within the mobility sector at NEOM, I had to define the scope as a starting point.
Mobility. Sustainability. Shared rides. Hassle-free commute. And a great user experience.

Empathize phase
Status-Quo Grid

What do similar apps look like? How do users perceive them? How could my solution differ & benefit users? What could the outcome be?

PESTEL analysis

Looking at societal, technological, ecological, economical, political factors. What, besides mobility and sustainability, are key values and influences?

5 Why questions

Constantly asking why the problem occurs helps to define the problem, developing 5 questions such as What would the perfect solution for every stakeholder be?

Primary Research

Unfortunately this is (still) a fictional project of mine, which is why I only conducted research within a small circle: open interviews and conversations with friends and family.

Research outcomes

Some overlaps and frequently mentioned responses were as follows:

Completely automated process, without physical ticket

Many tracking options: how long until departure, how long until destination, etc….

Artificial Intelligence that knows what time I leave for work and when I go out to eat…that could pre-select the destination suggestions


Definition phase

I evaluated the research findings in order to create personas and customer journey maps, with the aim of better understanding the users and their needs.

The solution: Wireframing

An app, which includes the whole navigation process from A to B, the ticket booking process, in-flight entertainment as well as inspiration on where to travel. An artificial intelligence is used to determine where the user might travel to at certain days and times, in order to suggest possible destinations and frequent routes. The user experience is enhanced by a simple, modern solution which requires only a minimum of input by the user.

The solution: Design

An appealing, modern interface for a native app. Modern, clear, easy to use.

Image / Logo Sources