Empowering Saudi Women with Convenient, Culturally Sensitive Car Care
Weekly active users in first year
Women interviewed during discovery
Early customers onboarded in Dammam and Khobar
Mekaniki.com is a mobile-first platform launched in 2018 to connect Saudi car owners—especially women—with certified mechanics for on-demand, on-location auto repair and maintenance. Inspired by the historic decision to allow Saudi women to drive in June 2018, Mekaniki.com addresses the cultural barriers women face in accessing traditional mechanic shops by delivering private, transparent, and professional services directly to their doorstep.
As the founder and Product Manager, I spearheaded the project from ideation to launch, collaborating with local mechanics, designers, and developers to create a solution that empowers Saudi women while respecting cultural norms.
Client
Self-initiated product (AutoTech venture)
Timeline
March 2018 – December 2018 (initial launch)
My Role
Founder, Product Manager, Research Lead
Team
5 members (Design, Engineering, Operations, Marketing, Customer Support)
Technologies
"Mekaniki.com isn't just about fixing cars—it's about giving Saudi women the freedom to drive with confidence."
— Alaeddine Azaiz, Founder & Product Manager
The 2018 driving reform unlocked unprecedented mobility for Saudi women, but traditional auto repair remained inaccessible.
Mechanic shops, often in male-dominated industrial zones, posed cultural and logistical hurdles for Saudi women:
Our mission was to create a culturally sensitive solution that would empower Saudi women to maintain their vehicles independently.
Develop a mobile app to bring mechanics to women's preferred locations
Onboard 200 early users in Dammam and Khobar within six months
Achieve 70%+ weekly active usage in the first year
Ensure privacy and trust with vetted mechanics and clear pricing
A culturally attuned approach to building trust and convenience in auto care
Interviewed 50+ Saudi women (new drivers and family members), analyzed feedback from driving schools and online forums, and identified key needs around privacy, convenience, and affordability.
Created user personas like Aisha (working mom) and Noor (student), defined MVP scope focusing on booking, mechanic dispatch, and pricing transparency, and tested wireframes with 10 women for usability feedback.
Built high-fidelity prototype in Figma with Arabic UI, developed MVP using React Native and Firebase for scalability, and piloted with 20 users in Dammam to refine logistics.
Set Q4 2018 OKRs for user acquisition and mechanic onboarding, marketed via Instagram and women's driving groups, and launched in Dammam and Khobar with 15 certified mechanics.
Women prefer services at home over public spaces
Visible mechanic credentials reduce hesitation
Recommendations from peers accelerate growth
Mekaniki.com delivers a seamless, culturally attuned car care experience
By bringing mechanics to the customer, Mekaniki.com empowers Saudi women to maintain their vehicles independently, fostering confidence and freedom on the road.
Users sign up and input vehicle details in Arabic
Select a service, time, and preferred location
Review upfront quotes and mechanic profiles before confirming
Mechanics come to home or work locations for privacy and convenience.
Culturally sensitive booking options respecting local norms.
Transparent quotes in SAR before service begins.
Certified professionals with verified profiles and reviews.
Right-to-left layout with intuitive Arabic navigation.
ETA notifications and service progress tracking.
The platform's UX was meticulously designed to address cultural considerations while maintaining simplicity and trust.
Mobile-first design for accessibility on the go
Arabic typography and right-to-left layout
Soft, welcoming colors to appeal to female users
Simplified flows for booking and payment
Mekaniki.com gained strong traction in its first year of operation
Early adoption exceeded expectations in Dammam and Khobar
Strong engagement metrics indicating product-market fit
Certified professionals providing quality service
Valuable qualitative feedback gathered from users
Working Mother, Dammam
"I got my license in 2018 but dreaded repairs. Mekaniki.com brought a mechanic to my home—fast, fair, and private. Now I drive worry-free and can focus on my family and work."
University Student, Khobar
"As a student with limited car knowledge, I used to get taken advantage of at repair shops. With Mekaniki.com, I get fair prices and can see the mechanic's certifications upfront."
Plans to expand services and empower more women across Saudi Arabia
Launch in Dammam and Medina by Q2 2019
Add female mechanic option by Q3 2019
Introduce maintenance plans by Q1 2020
Launch iOS/Android apps by Q3 2020
If you're an investor, mechanic, or advocate for women's empowerment in Saudi Arabia, let's connect. Together, we can redefine auto care for a new generation of drivers.
Get in Touch