9999Gold is a gold trading and exchange brand, across the UAE and GCC. The goal: create a digital experience that feels as premium and secure as holding real gold.
category
Product Design / Branding
Work
Work
client
9999 Gold
year
2024
Role
Lead Product Designer / Brand Strategist / Naming / Back-office Dashboard Design
9999Gold was well-known offline but nearly invisible online. There was no consistent digital identity, no modern website, and no clear way to engage customers. Internally, they needed a powerful back-office dashboard to manage trades, monitor live prices, and improve operations.
This is the collection of four core products I delivered for 9999 Gold. I’m proud to see how these came together as a united system, and in this case study, I share how we shaped the strategy and built it as a team:
The main app experience
Streamlined complex gold trading into a simple, secure, and premium mobile experience, fast, clear, and trusted by serious investors.
Real-time price display screen
Designed a live price display for in-office screens, bold, data-focused, and always up to date, reinforcing transparency and trust.
Naming story and brand identity
Defined a pure, powerful brand from scratch, creating a memorable name and a minimal visual system that signals trust and prestige.
A powerful admin panel and back-office dashboard
Built a clear, data-driven dashboard to help the team manage trades, track prices, and oversee operations with confidence and ease.
From Idea to Launch:
How do we make gold, a heavy, conservative, high-value product, feel accessible, modern, and premium at the same time?
Naming Process:
We went through a dedicated naming phase.
The goal: find a name that signals purity, reliability, and prestige instantly.
After exploring many directions, we chose 9999Gold, inspired by the highest gold purity standard (99.99%).
Short, strong, global, easy to remember and trust.
Research & Benchmarking:
We benchmarked leading gold traders and bullion platforms across Dubai, GCC, and global markets.
Most were outdated, overly technical, and visually cluttered.
We saw an opportunity to stand out with simplicity, clarity, and bold storytelling.
Strategy & Planning:
We prepared detailed documentation outlining:
+ Core product strategy
+ Brand positioning and voice
+ User personas and key journeys
+ Content and SEO strategy
This aligned all teams before moving into design.
Information Architecture & Wireframes:
We defined architecture for both the customer website and backoffice dashboard.
Simple flows were prioritized to reduce friction and make it easy to explore products, check prices, and contact directly.
Low-fidelity wireframes mapped out all critical interactions before adding visuals.
UX & UI Design:
We started with low-fidelity UI concepts to align layout and interactions.
Then, we moved to high-fidelity UI with full visual identity, typography, and icon system.
We also handled all UX writing to keep the tone premium, clear, and trustworthy.
Prototyping & Testing:
I created clickable prototypes for both customer-facing pages and the backoffice.
Tested with internal stakeholders and refined flows before final development.
Back-office Dashboard:
The dashboard was designed to empower the 9999Gold team to:
Manage trades and orders easily
Monitor real-time gold prices
View client data and statuses
Track operational metrics
We designed clean charts, clear statuses, and easy-to-read modules, despite heavy data requirements.
Real-Time Price Display:
We designed a dedicated real-time price display module for in-office TVs.
This bold live feed helped the team and visiting clients stay updated at a glance.
