Designing your experience…

UX UI Agency

Al Falaj

  • User Research
  • Design Strategy
  • Website UX UI Design

The challenge

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

Our approach

  • Market research
  • Competitor analysis
  • Information architecture (IA)
  • Stakeholder interviews and research
  • User experience design (UX)
  • Content audit
  • Wireframing and prototyping
  • Usability testing
  • UX/UI Design
  • Design System
  • 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.


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.


UX UI Design


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.


increase in the time spent on the website


funding applications received from unique businesses


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.

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.

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.