Revamping a travel & tourism mobile app for a smart city (Saudi Arabia)

A destination app that wasn't yet delivering on the destination promise

The client's smart-city tourism vertical had a mobile app meant to be visitors' primary way to discover and book experiences, but the booking-engine integration was unstable, authentication ran through a clunky web view, and there was no analytics foundation to understand what visitors actually did in-app.

• Booking engine (Holibob) integration was unreliable, undermining trust in the core "book an experience" flow.
• Auth ran through a web view rather than native, adding friction to sign-in and sign-up.
• No analytics stack in place to measure engagement or guide future iteration.
• Delivery ran on Kanban with no fixed cadence, making roadmap planning difficult.

Stabilize the core, modernize the experience, and instrument what matters

I managed strategy and execution across the app, prioritizing the fixes and features most likely to move engagement and completed bookings, while building the measurement foundation the team lacked.

• Stabilized the integration with the Holibob booking engine to make experience bookings reliable end-to-end.
• Converted the authentication flow from web view to native for a smoother, faster sign-in experience.
• Revamped cancellation policy handling to reduce friction and support tickets around bookings.
• Set up Matomo, an open-source analytics stack, to give the team its first real visibility into user behavior.
• Transitioned the team from Kanban to Scrum, introducing sprint cadence and more predictable delivery.

A more reliable, native-feeling app with room to keep improving

The combination of a stabilized booking flow, native auth, and a working analytics stack gave the team both a better product and, for the first time, the data to keep iterating on it.

Selected screens

A look at the revamped booking flow and the analytics dashboard used to track engagement.