Enterprise Architecture
Capability modeling, target operating models, and TOGAF / NORA 2.0-aligned architecture frameworks.
Senior Business Transformation Consultant
Zaineb
Ouerfelli
Enterprise Architecture · Product Ownership · CX Design
6+ years across Saudi Arabia, France, and Tunisia. TOGAF, PSPO, PSM, and ISTQB-certified. I help government and private-sector organizations bridge strategy, architecture, and delivery — turning complexity into structured, human-centered digital experiences.
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6+
Years of Experience
3
Languages Spoken
Top 10
Saudi DXMI 2024
5
Certifications
Active Markets
Saudi Arabia · Tunisia · France
The Thinking Behind the Work
Unlearning the outdated.
Guiding with evolving conviction.
I care about the work. I treat every project as my own — leading execution and bringing people together around a shared ethos. Business is about people, and empathy is a strength when it's backed by unwavering conviction.
01 The Story
I learn systems deeply before I transform them.
My career began in agricultural engineering — a discipline built on understanding complex, interdependent systems and planning for long-term sustainability. I didn't leave that thinking behind when I moved into technology; I brought it with me.
That foundation shapes how I approach enterprise architecture: not as a documentation exercise, but as a way of genuinely understanding how an organization works before proposing how it should change. My work sits at the intersection of strategy, architecture, and Agile delivery.
Saudi Arabia isn't an opportunity I happened into — it's where I've deliberately built my practice. Since 2022 I've worked inside flagship transformation programs, contributing to the governance standards, architecture frameworks, and citizen-facing services that Vision 2030 demands. Trilingual in Arabic, English, and French, I operate fluidly across cultural and institutional contexts — no ramp-up, no translation layer.
CX Design & Service Architecture
Personas, citizen journey mapping, service blueprinting, and touchpoint analysis.
Agile Product Ownership
Backlog ownership, user-story refinement, sprint coordination, and stakeholder alignment.
AI & Digital Readiness
Learning experience design and institutional readiness frameworks for AI adoption.
02 Selected Work
- Enterprise Architecture & Business Process Consultant Healthcare · ERP Transformation — France May 2026 — Present
- Digital Experience Maturity Consultant Government · Housing — Saudi Arabia Feb 2026 — Apr 2026
- Enterprise Architecture Consultant Government · Sports & Youth — Saudi Arabia Nov 2024 — Dec 2025
- Business Transformation Consultant Government · AI & Data — Saudi Arabia Aug 2024 — Nov 2025
- Product Ownership Consultant Tourism · National Platform — Saudi Arabia Nov 2022 — Jul 2024
- Product Ownership Consultant Healthcare · Digital Products — France / Intl. Mar 2020 — Nov 2022
- Back-office Operations Manager Insurance · Customer Ops — France / Tunisia Aug 2018 — Feb 2020
Featured Case Studies
01
Government · Sports & Youth
Enterprise Architecture for a National Sports Ministry
Kingdom of Saudi Arabia · 2024–2025
Context. A ministry overseeing sports facilities, events, youth, and development was undertaking a strategic digital transformation aligned with the DGA and the national NORA 2.0 framework.
Challenge. Four distinct strategic domains, no unified view of capabilities, and no architecture artifacts to support evidence-based investment decisions or EA Qiyas compliance.
Delivered. Current- and target-state architecture across all four domains — capability models, value streams, and governance — plus full CX architecture (personas, citizen journeys, touchpoint analysis) and a complete EA Qiyas evidence package.
Outcome. Deliverables were adopted directly into executive digital-investment decisions; the EA Qiyas submission was completed on time with full documentation coverage.
TOGAF / NORA 2.0
Capability Models
EA Qiyas
02
Tourism · National Platform
Product Ownership for the Visit Saudi Platform
Kingdom of Saudi Arabia · 2022–2024
Context. Visit Saudi — the Kingdom's flagship national tourism platform — was scaling its digital products toward Vision 2030 tourism targets, serving millions of domestic and international visitors.
Challenge. Rapid growth created backlog and prioritization pressure, misalignment between business strategy and delivery teams, and inconsistent UX validation across distributed teams.
Delivered. End-to-end backlog ownership with clear prioritization, requirement workshops translated into refined user stories, UX/UI prototype validation against journey maps, and sprint facilitation across distributed cross-functional teams.
Outcome. The platform ranked in the Top 10 of Saudi Arabia's 2024 Digital Experience Maturity Index — an independent national benchmark administered by the DGA.
Top 10 DXMI 2024
Scrum / Agile
Product Backlog
03
Government · AI & Infrastructure
Government-wide AI & Infrastructure Adoption — SDAIA Deem Program
Kingdom of Saudi Arabia · 2024–2025
Context. SDAIA was deploying a comprehensive infrastructure ecosystem — cloud, security, backup, storage, database, collaboration, and DNS — across government entities Kingdom-wide.
Challenge. The infrastructure was sound; adoption was not. Teams lacked the context and structured pathways to adopt the platforms, and existing documentation was architecture-level, not human-level.
Delivered. End-to-end learning experience design for the full Deem ecosystem — role-based curricula for technical and semi-technical audiences, scenario-driven learning paths, and operational content bridging infrastructure concepts to daily government workflows.
Outcome. The framework contributed to government-wide institutional readiness for AI and digital infrastructure adoption under SDAIA's national mandate.
Learning Design
AI Readiness
National Scale
03 Methods & Toolkit
The frameworks, standards, and tools behind every engagement — built over 6+ years across government, healthcare, tourism, and technology.
Architecture Frameworks
TOGAF
DGA NORA 2.0
Capability Modeling
Target Operating Models
Value Stream Mapping
EA Qiyas
CX & Service Design
DXMI
Customer Journey Mapping
Service Blueprinting
Persona Definition
Prototype Validation
Maturity & Gap Analysis
Agile & Delivery
Scrum
Backlog Ownership
User-Story Refinement
Sprint Planning
ISTQB Testing
Release Coordination
Tools
Jira
Confluence
Figma
Xray
Google Analytics
Microsoft Office
Domains
Government Transformation
Healthcare Products
Tourism Platforms
AI & Data Adoption
Learning Design
Insurance Ops
Languages
Arabic — Native
English — Fluent
French — Fluent
Certifications
TOGAF EA
Foundation · 2025
PSPO
Scrum Product Owner · 2023
PSM1
Scrum Master · 2022
ISTQB
Foundation · 2019
PMP
In Progress · 2026
04 Contact
Let's work together.
Available for enterprise architecture engagements, digital transformation programs, product ownership consulting, and CX architecture projects — across GCC, MENA, and European markets.
Engagement Types
- Enterprise Architecture ConsultingOpen
- Product Ownership / PO ConsultingOpen
- CX Architecture & Journey MappingOpen
- Digital Transformation ProgramsOpen
- GCC / Saudi Arabia MarketPreferred
- Remote / Hybrid DeliveryOpen