Overview

Diriyah Company runs large-scale retail and promotional events supported by multiple digital touch points interactive retail screens, sales apps, and registration tools. However, there was no unified way to track performance across these digital applications or measure how events were contributing to lead generation and marketing outcomes. Data existed but it was fragmented across platforms and difficult to interpret.

The Challenge

The client needed:

• A single source of truth for event performance

• Clear visibility into digital application usage during live events

• The ability to compare events historically

• Insight into lead quality (not just volume)

• A way to connect event investment with marketing outcomes

There was no structured way to answer fundamental questions like:

1. Which events generated the most Marketing Qualified Leads (MQLs)?

2. How do conversations translate into qualified leads?

3. Which digital touch points drive the highest engagement?

4. Are interactive retail installations actually converting interest into leads?
   
   My role : Lead Product Designer

• Product discovery with stakeholders from different teams (Brand , Events, Development and Destination)

• Definition of KPIs (Key Performance Indicator) and data hierarchy ,
  What are we actually measuring to define success?

• Information architecture and dashboard structure.

• Designed modular dashboard components adaptable to different metrics and business needs.

• Worked with engineering to establish robust data logic, validate how metrics were calculated.

The Solution

We designed and delivered a Web/Desktop Platform that consolidates data from all digital touch points into one unified dashboard for all different teams (Brand , Events Development and Destination)

Core Features

• Compare current vs past events

• Identify trends in lead quality

• Evaluate seasonality and format performance

• Benchmark future event planning

• Total Leads vs Marketing Qualified Leads (MQLs)

• Conversion rates

• Engagement by digital touchpoint

• Event investment vs output

Event Setup & Configuration

• Defining the start and end dates

• Specifying the addressable audience and expected number of attendees

• Setting and updating the event status (e.g. upcoming, active, completed)

• Selecting the event objective (lead generation, brand awareness, sales, etc.)

• Assigning the appropriate event category

• Inputting the event investment / cost

• Enabling integrations with external platforms (e.g. social media connectors such as Sprinklr)

All digital touchpoints across events where data is captured.

• Interactive retail screens where visitors explored Diriyah developments

• Sales Force mobile & tablet apps used to capture leads and book meetings

• Event registration app capturing attendee data

Designed modular dashboard components adaptable to different metrics and business needs.

Impact

The platform transformed event reporting from reactive spreadsheets into a proactive decision-making tool.

• Clear alignment between Marketing and Sales

• Better understanding of lead quality vs volume

• Data-driven investment decisions

• Improved accountability across digital touchpoints

• Faster post-event reporting

Design Challenges & Strategic Thinking

• Designing for multiple stakeholder types (executive vs operational users)

• Simplifying complex datasets without oversimplifying insights

• Defining meaningful KPIs where none previously existed

• Creating a scalable framework to accommodate future digital tools

This project required strong systems thinking ensuring that multiple apps (retail touch point screens, sales app, registration app) could be understood as one ecosystem rather than isolated tools.