Mowgoud Product Designer & Artist.
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Neom Super App

One app for a whole region. A concept exploration of the UI elements a single Neom Super App could give its residents, employees and visitors.

My contribution
UI, product & UX
With
Publicis Sapient
Year
2025
Utilities home: Welcome, John!, Your footprint from ENOWA with a stack of consumption cards led by Electricity at 18%, and a Footprint Live tracking line chart for today
A Live Activity for flight FL987 from CAI to NUM: a plane on a yellow arc, On Time, landing in 90 minutes, gate 3
A frosted water card showing 49% in a blue ring, with the assistant asking: Want to reduce your consumption?
Assistant card: You currently have 7 vacation days remaining in your annual leave balance. Do you want me to book a vacation for you? with a Book now button and the How can I help you? field

Residents, employees and visitors each have their own reason to open an app. This one gives them a single front door, a number before its detail, and an assistant that speaks first.

  • 3parts of daily life: home, work, the airport
  • 4principles behind every element
  • 1field that asks How can I help you?
  • 4numbers on the working day’s home
  • 3places beyond the app: lock screen, Live Activity, watch

Context.

NEOM is a region with residents, employees and visitors, each with their own reasons to open an app. This exploration asks what one SuperApp could look like for all of them: a single, unified interface rather than a shelf of separate services.

It is a concept, not a product. The work is a set of UI elements and a few screens, sketched for three parts of daily life at NEOM: the utilities at home, the working day, and the journey through the airport.

Utilities: make consumption visible.

The deck's brief for residents is a single place to manage energy and water, with real-time data to build awareness and better habits.

So the footprint is the first thing on the page. Each utility becomes a soft, glowing card with one percentage; the cards stack, so the next one is always in view, and a live line shows how today is going.

Utilities home: Welcome, John!, Your footprint from ENOWA with a stack of consumption cards led by Electricity at 18%, and a Footprint Live tracking line chart for today
Electricity card with 18% inside a pink and violet ring on a frosted gradient
  1. 01

    The footprint first.

    The footprint home: one card per utility, stacked, above a live tracking chart.

  2. 02

    The figure and its direction.

    The card: a single number, the ring filling to it. Beside it, the figure and its direction, nothing more.

  3. 03

    A question, not a warning.

    Water, with the assistant attached: a question, not a warning.

  4. 04

    Then control it from the same place.

    One dial for the temperature, then the spaces of the home. A space is a card with a switch.

  5. 05

    Switched on.

    Switched on, it darkens and the toggle lights up.

HR: put the working day on one screen.

For employees the deck asks for personalised experiences, simpler HR processes and easy access to workplace resources, with reminders that arrive before a deadline does.

The home answers with what is next, then the numbers people check most: billable hours, overtime, payroll and leave. Culture, policies and resources follow as large round doors.

The home

HR home: Hello, Amira!, Your upcoming Tasks with today's HR review at 12:00 PM, Your details with billable hours 82%, overtime 56 hours, payroll 58,034 USD and leave balance 7 days, and gold circles for Culture, Policies and Resources
A dark notification: Office Breakfast. Keep your calendar free on Thursday morning, we're going for breakfast

What is next, then the four numbers people look for. A reminder reads like a colleague, not a system.

Attendance

A full-screen photograph of a hiker under a rock arch at sunrise with the date, 9:02:53 AM, Good day, John and a View attendance button
Assistant card: You currently have 7 vacation days remaining in your annual leave balance. Do you want me to book a vacation for you? with a Book now button and the How can I help you? field

Attendance as a moment: the time, a greeting, one button. The assistant knows the balance: seven days left, so it offers to book them.

Resources

Three portrait cards titled Culture, Productivity and Networking

Helpful resources as a row of picture cards.

The airport: from stress to a route.

For passengers the deck's aim is a calm journey from arrival to departure: real-time flight, gate and baggage information, interactive maps and turn-by-turn directions, and bookings in the same place.

The trip is the home. The next flight leads, the weather and a mood check sit beside it, and hotel, restaurant and activity bookings follow, each with its invoice. Once the plane is moving, the app steps out to the lock screen and the wrist.

Travel home: Hello, Amira!, Your upcoming Trips with a DXB flight on 28 July, NEO to DXB, boarding at 4:00 PM, a weather tile at 32 degrees and partially cloudy, How are you feeling today?, and a hotel booking with its invoice
The upcoming trip: Jul 28, DXB flight, NEO to DXB, boarding at 4:00 PM
  1. 01

    The next flight first.

    The next flight first, then everything booked around it.

  2. 02

    The weather, and you.

    The weather and a mood check sit beside it.

  3. 03

    Every booking, with its invoice.

    Hotel, restaurant and activity bookings follow, each with its invoice.

  4. 04

    On the lock screen.

    A Live Activity: route, status and gate at a glance.

  5. 05

    On the wrist.

    Turn-by-turn to baggage claim, on the wrist.

An assistant that speaks first.

It is proactive by design. It tells you before you notice: a booking cancelled by the weather comes with a yoga class instead, a meal comes back as a five-point rating, a room using too much energy appears on the lock screen with a way to fix it.

One card, everywhere.

Across all three, the same black card keeps returning: a short message, one action, and the field that asks How can I help you? It is the thread that makes three services feel like one app.

Bad news, with a better plan.

The card is the same each time; what it carries changes with the moment, and so does where it appears.

  • Assistant card: Your booking has been canceled due to bad weather. We will update you soon. Below it: During this time, explore our relaxing Yoga class to rejuvenate yourself, with a Book now button

    Bad news arrives with a better plan.

  • Assistant card: How was your meal? Please rate it on a 5-point scale. Your feedback helps us improve! with a Rate us now! button

    Feedback asked for at the right moment.

  • A dark lock screen at 9:41 with a notification: That's a lot of water! You've used 85% of your daily average. Check if there's a leak, with a water level bar

    On the lock screen: the water use, and a reason to look.

What I take
from it.

A SuperApp is easy to describe and hard to make feel like one thing. Here the answer is not a bigger menu but a shared grammar: the same greeting, the same cards, the same assistant, whatever the person came for.

As an exploration it stays at the level of elements and moments. That is its value: each piece is small enough to test on its own, and together they sketch how a region could talk to the people living, working and arriving in it.

Ahmed Mowgoud — UI, product & UX

Publicis Sapient — agency

NEOM — client

Let's
have it.

UI/UX, Product Design, Interaction Design, Art Direction.
Let's Play together.

mowgoud@gmail.com