Unifying Seven Media Platforms — ADO.ae

Background

ADO.ae was a project aimed at consolidating seven distinct media platforms — TV channels, radio stations, a women's magazine, newspapers, and a news website — into a single, unified digital experience. The goal was to streamline content management, improve user navigation, and create a consistent brand identity while preserving the unique needs of each platform.

Key Challenges

• Platform diversity: Merging 7 diverse platforms into one without losing their individual identity.
• Scalability: Ensuring scalability and flexibility for different types of media content.
• Aggressive timeline: Delivering the project within an aggressive two-month deadline.
• Complex navigation: Designing a navigation system that caters to multiple user groups.

Solution

Adaptive Header Design

Since each platform had different user expectations, we implemented a dynamic header that adapted its structure and content based on the specific platform. This allowed each brand to maintain its identity while operating within a unified framework.

Modular Design System

We built a flexible UI component library to maintain brand consistency while allowing customization for different content types. This modular approach meant components could be reused and reconfigured across all 7 platforms.

Optimized Content Strategy

We worked closely with editorial and marketing teams to ensure that content transitioned smoothly across platforms. Cross-platform content discoverability was a key focus.

Agile Execution

Given the tight timeline, we used an iterative design and development process to rapidly test and refine solutions. Weekly sprints ensured stakeholder alignment at every stage.

Overcoming the Cancellation

Although the project was ultimately canceled due to a change in management, it was a valuable success in terms of design and execution. The challenges we solved — integrating multiple media platforms, creating adaptable UX patterns, and delivering a large-scale project under tight deadlines — demonstrate my ability to lead high-stakes, complex design initiatives.

This project sharpened my skills in strategic UX thinking, stakeholder alignment, and rapid execution, and set a foundation for future large-scale digital transformations. The experience of working within a media ecosystem — balancing multiple brands, diverse content types, and cross-platform user journeys — is directly relevant to multi-brand product portfolios.