TAMM is a digital transformation initiative by the Abu Dhabi government to attain service excellence by shifting the service delivery model towards a ‘journey’ focused approach. It aims to move towards a One Government model where all entities work together to offer an integrated and exceptional customer experience in the Emirate. The project consists of over 80 user journeys designed to enrich users’ experience by employing innovative technologies that are proactive, fast and efficient, transforming them into easy-to-use tools in the hands of the citizens and expats. More details here: https://www.youtube.com/watch?v=VjTv8rDDJ_k

My Role

  • Co-facilitate design thinking workshops
  • Create user personas and user journey mapping
  • Create information architecture, user flows, wireframes and prototypes
  • Conducting usability testing
  • Work closely with journey owners, BAs, UI designers and developers to create an outstanding product
  • Creating wireframe documentation and flow diagrams


User Journey – Get Medical Treatment

Digitalise the medical journey of a citizen, from finding doctors, healthcare facilities and pharmacies to booking appointments online and viewing electronic health records. Managing the entire medical insurance from a single platform, regardless of the provider, eg. claims, renewing/upgrading/cancelling plans, searching for doctors/hospitals within network and more. A knowledge centre with personalised info on health and wellbeing.


Design Thinking

We started with design thinking. I co-facilitated the workshop, leading the entire personas creation, identification of user paint points, empathy mapping (both current and future states of the journey), ideation, prototyping and the validation process.




User Journey Mapping or User Flows

Equipped with the design thinking outcome, I had a list of prioritized features for the future state. I then did user journey mapping, using Overflow.


Information Architecture and Wireframing

Next I created information architecture, then user stories. Once the business analysis of the main user stories was handed over to me, I then began wireframing the future user experience. It was my responsibility to lead the entire UX/UI design process for this journey. These are just a few snapshots of the 120+ wireframes I designed to create a smooth user experience for Abu Dhabi residents and citizens around all their healthcare needs.





User Journey – Get Social Support

This journey is aimed for the UAE Nationals and residents to get financial and social support from the Abu Dhabi government. The current services are all mostly offline which doesn’t allow users easy access to information, update on the status of their applications and the application process itself is long and tedious. Through this journey we have digitalised over 96 government social and financial support services, within 5 months.




TAMM was showcased in GITEX 2018 by the Abu Dhabi government and also featured on Gulf News.