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Digital Strategy for Sheikha Moza

Approached by the office of Sheikha Moza bint Nasser — one of Forbes’ most powerful women in the world — our multidisciplinary team conducted a variety of research methods (card sorting, talk-aloud, eye-tracking, make tools and participatory design) in order to compose a comprehensive needs analysis report. We began by shifting the conversation away from discussing a web site to discussing her broader online communications strategy.

The final deliverable included high-resolution wire frames, detailed technical specifications, recommendations on language and rhetoric for English and Arabic versions, and recommendations on how to create an office to manage the site after implementation.

Roles: Design research, information architecture, site feature specifications, prototyping, user interface design, project documentation.

Collaborators: Andreas Karatsolis, Divakaran Liginlal, and Selma Limam Mansar

The most interesting aspect to this design was that research informed two different content strategies: one for English-speaking audiences and another for Arabic-speaking audiences.

The English-language site promoted news and public relations, while the Arabic-language site promoted her personal life and domestic appearances in Qatar.



Press releases were recommended to be geotagged for her international travel history and schedule. The travel page is interwoven with photo and media albums.

A rigid hierarchical site map became more flat and dynamic in our recommended design.


Documentation