Abu Dhabhi Global Market
Abu Dhabi Global Market (ADGM) is an international financial centre located in Abu Dhabi, the capital city of the UAE and home to two of the world’s largest sovereign wealth funds. ADGM is a huge entity competing with the financial districts of London, New York, Singapore, and Dubai. However, they lacked a mobile app, a critical touchpoint necessary for a competitive advantage on a global scale.
Brand repositioning and reshaping
ADGM’s reputation as a financial center is well-known. However, clients are less familiar with its up-scale dining destinations, high-end brand and boutique stores, and dedicated lifestyle services. Brand awareness is never a bad thing: but for this project, it did pose a challenge.
Corporate brand, luxury aesthetics
ADGM is a large-scale corporate hub, a position that comes with great level of gravitas. Our design and branding had to implicitly reflect this while reinforcing the luxurious mood and aesthetic that is a part of the ADGM offering.
Marketplace approach consulting
Our challenge was to integrate core business needs with a bespoke marketplace experience. At a technical level, we have concluded a design that could seamlessly provide complex financial and regulatory information to a gallery shopping experience and concierge service.
Concierge approach to a corporate hub
We don’t think corporate and luxury are mutually exclusive experiences.
In the ADGM app, we included corporate data in a luxury service app with functionalities that include dedicated information, reservation, and concierge support services.
Redefining a reputation
Since ADGM’s main competitors are world-class financial centers. To compete at this level, we had to take the best of each competitor’s mobile offerings and make it better by integrating ADGM’s unique lifestyle value proposition.
Corporate finance,luxury aesthetic
Wireframe and design
Given the two rich and distinct value propositions we were required to highlight, we could not create a single user journey. To do this, we created two alternative wireframe designs, switchable within the app.
Bespoke services, high end shopping
Our app had to be lightweight and user friendly, without compromising advanced tools and functionalities. These included search, GPS mapping, live financial market data, in-app contact capabilities, as well as AI based customizations and recommendations.
An unmatched offering
We infused the technologies and functionalities required and employed in the world-class apps of global financial centers into the user-journey that is inspired by luxury and corporate services – delivering only the highest quality that meets impeccable standards.
3 different journeys
While our impeccable copy scrolls across the screen, users are kept engaged by the draggable designs in the background.
There was no better way to lay out the offering - as well as intuitively structure information - than through this layered design, a playful take on a financial chart.
To reinforce X-Securities scope and depth, we created an interactive, three-dimensional, geometric shape that visually and symbolically reflects the offering.
A lot of pages
We believe it is essential to build a structure before populating content.
Much like laying the foundations for a home before filling in the furniture, laying out wire framing before visual design allows us to map out the entire site, giving us a high level overview of a comprehensive offering.