Users
Small-to-medium business owners and managers in the MENA region. They run businesses in retail, distribution, and services and need to manage the full operations cycle: sales invoices, purchases, inventory, finance, and accounting. They operate primarily in Arabic and expect the product to feel native to the region, not translated from a Western template. They are business-savvy but not necessarily technical.
Product Purpose
A full-featured, multi-tenant ERP system for MENA SMBs. Covers the complete business operations cycle: sales and purchase invoicing, customer and supplier management, inventory tracking (warehouses, stock movements, counts), financial accounting (chart of accounts, cashboxes, currencies, fiscal periods), and reporting. Supports Arabic, English, and Turkish. Primary goal: give business owners a single place to run their operation without switching between fragmented tools.
Brand Personality
Fresh, confident, modern. The yellow-green primary color (#97DE00 / oklch(77.17% 0.20466 129.029)) signals growth, efficiency, and forward momentum — not corporate safety. The brand is energetic and direct without being loud or startup-cool.
Anti-references
- Hyped startup dashboard (Linear, Vercel, Supabase): terminal aesthetic, dark-by-default, developer-first — this is for business operators, not engineers.
- Banking / fintech conservatism (navy, gold, heavy serifs): too stiff, too traditional, feels inaccessible — the product should be approachable and modern, not formal and rigid.
Design Principles
- Arabic-native, not Arabic-adapted. RTL is the primary design direction. Arabic text rendering, logical spacing, and directional flow are first-class concerns, not afterthoughts.
- Business clarity over UI novelty. Every design decision must reduce cognitive load for real business tasks. Information density matters; decorative complexity does not.
- Confident color, purposeful application. The lime-green is a genuine brand statement. Use it for interactive anchors, key indicators, and active states — not as wallpaper or gradient fodder.
- Dense but breathable. Business users need data. Use rhythm, spacing, and grouping to prevent overwhelm without hiding information behind extra clicks.
- Locally familiar, globally polished. Feel built for the region. Not a Silicon Valley template with an Arabic font swapped in.
Accessibility & Inclusion
WCAG AA minimum. Special attention to: RTL layout correctness across all components, Arabic typography legibility (Tajawal font stack), contrast ratios for both light and dark modes, and reduced-motion alternatives for any animations.