Saudi women attend a hackathon in Jeddah. ─ AFP
And another group of Saudi women scrawled algorithms and programming codes on a whiteboard to design an app to help non-Arabic speakers translate instructions into multiple languages without an internet connection.
With nearly 3,000 programmers ─ who ate and slept at the venue ─ organisers said Saudi Arabia had broken the Guinness World Record for the largest number of participants at a hackathon.
While their solutions are still untested, the event, which ended on Friday and offered cash prizes of around 2m riyals ($533,000), was billed as an invention marathon by organisers.
“We aim to upgrade the experience of Haj for all pilgrims from all over the world,” said Nouf al-Rakan, chief executive of the Saudi Federation for Cyber Security and Programming, which organised the event.
“This (hackathon) will enrich that experience, will give us plenty of solutions and ideas that we can actually adapt and invest in,” she told AFP.
'Modernising narrative'
Saudi Arabia's custodianship of Makkah and Madina is seen as the kingdom's most powerful form of political legitimacy.
But a series of deadly disasters over the years have prompted criticism of the kingdom's management of the annual pilgrimage, most notably from Iran.
In September 2015, a stampede killed up to 2,300 worshippers ─ including hundreds of Iranians ─ in the worst disaster ever to strike the pilgrimage.
Earlier that month, 100 people were killed when a construction crane toppled into a courtyard of Makkah's Grand Mosque.
The tragedies prompted scathing criticism from Iran's supreme leader Ayatollah Ali Khamenei, who said the Saudi ruling family did not deserve to manage Islam's holiest sites.
“I imagine the Saudi authorities are very anxious to avoid a repeat of past mishaps that could reflect badly on the 'modernising' narrative around Crown Prince Mohammed bin Salman,” said Kristian Ulrichsen, a fellow at Rice University's Baker Institute in the United States.
Prince Mohammed's Vision 2030 reform plan seeks to shift the economy of Saudi Arabia ─ the world's top crude exporter ─ away from oil dependency towards other sources of revenue, including religious tourism.
The scheme for the post-oil era aims to draw 6m Haj pilgrims annually. Additionally, the kingdom hopes to attract another 30m pilgrims to Umrah.
Last October, Saudi Arabia's Public Investment Fund announced plans to set up two investment companies to develop infrastructure in Makkah and Madina, in a bid to accommodate the increasing numbers of pilgrims.
Last year's Haj passed without major health or safety upsets, but a politicisation of the Haj remains a concern amid regional rivalries.
Saudi Arabia and its allies are also embroiled in a political boycott of neighbouring Qatar, which denies accusations of fostering close ties with Iran and backing extremism.
“For the Saudi ruling elite, its custodianship of the two holy sites is arguably more sensitive this year in the wake of the heightened tension in the region,” Ulrichsen said.