ROSHN - National Master Developer Platform

ROSHN, Saudi Arabia's National Master Developer, needed a single digital platform to serve three very different audiences at once: homebuyers exploring master-planned communities, sub-developers evaluating partnership opportunities, and investors assessing the business case for one of the Kingdom's largest real estate programmes. I defined the UX strategy and information architecture that let one platform serve all three without diluting any of them.

A giga-project the scale of ROSHN (150,000+ housing units planned across multiple cities) has fundamentally different audiences with different questions – "what will my home look like" versus "what's the ROI" versus "how do I get approved as a sub-developer" – and a single generic corporate site risked serving none of them well.

The platform is structured around clear audience-specific entry points – Communities for homebuyers, Opportunities for developers and SMEs, and a dedicated Investors track – each with tailored content, stats, and calls to action, sharing one consistent design language and a single source of truth for community and project data.

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