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Designing your experience…

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UX UI Agency

Al Falaj

  • User Research
  • Design Strategy
  • Website UX UI Design

Established in 2017, Al Falaj Investment is a young and dynamic family-owned Abu Dhabi based private equity firm. With a solid investment track record and diverse industry experience, they deploy capital to new ventures and young enterprises across MENA, Europe, and South East Asia.

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The challenge

Al Falaj Investment wanted to expand its footprints internationally as a renowned private equity firm and represent its unique take on investment. While new-age leaders were spearheading it, Al Falaj needed someone to translate their modern vision through design and build a digital presence.

They came to us with a challenge to design a website that could appeal to global entrepreneurs and position them as investment visionaries. Another key responsibility was to help them differentiate from competitors by showcasing their commitment to assisting entrepreneurs in building sustainable ventures.

Problems to solve
  • Bringing out Al Falaj’s investment philosophy and vision
  • Highlighting Al Falaj’s passion towards growing technology and innovation driven businesses
  • Building credibility across new-age business leaders
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Our approach

Our journey began with a thorough study of internal and external stakeholders to understand their vision. Spending time with the team enabled us to capture what sets them and their processes apart. All of this helped us unfold some pain points for the team as well as gauge what Al Falaj looked for in entrepreneurs and the impact they wanted to create.

We discovered that the website had to establish Al Falaj as a professional, progressive, and approachable investment company. To achieve these traits, we envisioned a visual identity that was clean, minimal, and rich in information.

Discovery
  • Market research
  • Competitor analysis
  • Information architecture (IA)
  • Stakeholder interviews and research
Strategy
  • User experience design (UX)
  • Content audit
  • Wireframing and prototyping
  • Usability testing
Design
  • UX/UI Design
  • Design System
Technology
  • Custom website development
  • .
What outsiders thought -

Traditional. Old processes. ‘Family-owned business’ stereotyped them as unapproachable.

How we changed the story -

Contemporary. Accessible. Investors with a vision to change the world.

User goals and features

Global entrepreneurs

To grab the attention of entrepreneurs across the world, we created an experience that represented them as strategic advisors, value creators, and investment partners.

Incubation and accelerator programs

To help Al Falaj expand its network and partner with large investor networks, we reflected its internal values and its commitment to adding substantial value to entrepreneurs.

Co-investors

It was essential for other potential investors to know Al Falaj’s strengths and how it could extend support by sourcing mutually beneficial business opportunities. In order to achieve this, we highlighted Al Falaj’s efficient processes and diverse expertise.

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UX UI Design

Built on a foundation of traditional values and new-age ideas, Al Falaj’s visual design had to convey both elements in the right balance.

After careful deliberation, we chose a colour palette with shades of white, gold, and blue. These hues didn’t just represent them as contemporary leaders but also ensured to convey how the brand was trustworthy and rooted in its traditions.

For their imagery, we sought inspiration from Al Falaj’s core value that portrayed them as ‘the runway for growing business pilots to take off’.

Also, to encourage visual engagement and user retention we incorporated subtle yet interesting micro-interactions in the website.

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The outcome

Built on a foundation of traditional values and new-age ideas, Al Falaj’s visual design had to convey both elements in the right balance. After careful deliberation, we chose a colour palette with shades of white, gold, and blue. These hues didn’t just represent them as contemporary leaders but also ensured to convey how the brand was trustworthy and rooted in its traditions. For their imagery, we sought inspiration from Al Falaj’s core value that portrayed them as ‘the runway for growing business pilots to take off’. Also, to encourage visual engagement and user retention we incorporated subtle yet interesting micro-interactions in the website.

7%

increase in the time spent on the website

43%

funding applications received from unique businesses

77%

countries added to their global footprint

Positioning Al Falaj as modern investors

Founded as a traditional family investment office, even though Al Falaj had evolved, they couldn’t break away from their former image. To set them apart, we leveraged their distinct investment process, unique philosophy, and diverse portfolio.

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Appealing to a global audience

Headquartered in Abu Dhabi, Al Falaj wanted to appeal to a wider audience. It wanted to expand its footprints across MENA, South East Asia, and the Europe region. To help them cater to a larger group, we communicated their worldwide investment network and their evolved investment ideologies with utmost precision.

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Building trust among investees for better opportunities

To provide the runway for disruptive ideas and win trust, Al Falaj had to prove its credibility through its website. Bringing out how Al Falaj transformed and exponentially helped businesses grow, would immediately let potential investees believe in their vision for growth.

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