My Role
As an enterprise development partner, I collaborated with teams across Dubai Holding's portfolio:
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Platform Migrations Led migrations from Sitefinity and WordPress to Webflow, preserving existing SEO rankings and improving performance.
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Component Library Design Designed and built reusable component libraries that enabled consistent, rapid deployment across multiple properties.
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Bilingual & RTL Implementation Delivered seamless Arabic/English experiences with proper right-to-left support and Webflow's native localization.
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Accessibility Compliance Achieved WCAG AA conformance for retail properties, ensuring inclusive experiences for all users.
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SEO Preservation & Optimization Coordinated with SEO teams to maintain rankings during migrations through proper redirects, metadata, and technical optimizations.
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Ongoing Support Provided continued development support across teams, enabling them to scale their digital presence independently.
The Challenge
Migrating an enterprise portfolio to a new platform is high-stakes work. Each website serves thousands of users monthly, and any disruption to SEO rankings or user experience has real business impact. The scope included:
- Multiple Teams, Multiple Requirements — Each business unit had unique needs, from destination marketing to retail experiences.
- SEO Preservation — Years of organic search equity needed to be protected during migrations.
- Bilingual Complexity — Several properties required full Arabic/English support with RTL layouts.
- Accessibility Standards — Retail properties needed WCAG AA compliance for inclusive access.
- Scalability — Solutions needed to work across properties, not just one-off implementations.
Featured Project: Visit Hatta
Visit Hatta is the official website for Dubai's largest nature reserve, welcoming over 350,000 visitors per season. The site needed to serve both English and Arabic audiences with a seamless bilingual experience.
What I Delivered
- WordPress to Webflow Migration — Rebuilt the entire site from scratch on Webflow while preserving content and SEO structure.
- Bilingual Implementation — Full Arabic/English support using Webflow's native localization with custom RTL styling.
- SEO Coordination — Worked closely with the SEO team on metadata, sitemaps, schema markup, and redirect strategies.
- Third-Party Integrations — Implemented custom code snippets and integrations for booking systems and analytics.
- Performance Optimization — Achieved faster load times through optimized images, efficient code, and CDN delivery.
English homepage
Arabic homepage with RTL layout
Activities page
Navigation menu
Featured Project: Nad Al Sheba Mall
For Dubai Holding's retail properties, I designed and built a component library that prioritized accessibility from the ground up. This library was first implemented for Nad Al Sheba Mall and later reused for Circle Mall.
What I Delivered
- Accessible Component Library — Built a reusable system of components designed to meet WCAG AA standards.
- WCAG AA Conformance — Achieved accessibility compliance, ensuring the site is usable by people with disabilities.
- Scalable Architecture — The same component library powers multiple retail properties, ensuring consistency and reducing development time.
Nad Al Sheba Mall homepage
WCAG AA conformance score
Additional Projects
Beyond the featured projects, I worked with several other teams across Dubai Holding's portfolio:
[Bay Avenue](https://www.bayavenue.ae/)
[Souk Madinat Jumeirah](https://www.soukmadinatjumeirah.ae/en)
I also contributed to website migrations for Dubai Holding's Nakheel brand properties, helping consolidate their digital presence on the Webflow platform.
Technical Approach
Migration Methodology
Each migration followed a structured process: auditing the existing site, mapping content and URL structures, implementing proper 301 redirects, and validating SEO preservation post-launch.
Accessibility Standards
Component libraries were built with accessibility as a foundation — proper heading hierarchy, ARIA labels, keyboard navigation, and color contrast ratios meeting WCAG AA requirements.
Bilingual Implementation
Leveraged Webflow's native localization features combined with custom CSS for RTL layouts, ensuring consistent experiences across language variants.
Performance Optimization
Implemented image optimization, efficient code patterns, and CDN delivery to achieve fast load times across all properties.