UX Design for Abu Dhabi Digital Cities – TAMM
TAMM is a digital transformation initiative by the Abu Dhabi government aimed at delivering service excellence through a journey-focused approach. It seeks to integrate government services to offer an exceptional customer experience for residents and expats in Abu Dhabi. This project encompasses over 80 user journeys, leveraging innovative technologies to create proactive, fast, and efficient services. https://www.tamm.abudhabi/
My Role
In this project, my key responsibilities included:
- Co-facilitating design thinking workshops
- Creating user personas and user journey maps
- Developing information architecture, user flows, wireframes, and prototypes
- Conducting usability testing
- Collaborating closely with journey owners, business analysts (BAs), UI designers, and developers
- Creating wireframe documentation and flow diagrams
- Leading UI design and the creation of design system components
User Journey – Get Medical Treatment
The goal was to digitalise the medical journey of a citizen, from finding doctors, healthcare facilities, and pharmacies to booking appointments online and viewing electronic health records. This included managing medical insurance from a single platform, such as claims, renewing/upgrading/cancelling plans, and searching for in-network doctors/hospitals. Additionally, a knowledge center with personalized health and wellbeing information was developed.
Design Thinking
We began with design thinking workshops. As a co-facilitator, I led the creation of personas, identification of user pain points, empathy mapping (for both current and future states of the journey), ideation, prototyping, and the validation process.
User Journey Mapping
Armed with insights from the design thinking workshops, I prioritised features for the future state. I then mapped user journeys using Overflow, ensuring all aspects of the medical treatment journey were covered.
Information Architecture and Wireframing
Next, I created the information architecture and user stories. After receiving the business analysis of the main user stories, I began wireframing the future user experience. Leading the entire UX/UI design process for this journey, I produced over 120 wireframes to ensure a smooth user experience for Abu Dhabi residents and citizens regarding their healthcare needs.
User Journey – Get Social Support
This journey aimed to provide UAE Nationals and residents with easy access to financial and social support from the Abu Dhabi government. The existing services were mostly offline, making access to information, application status updates, and the application process itself long and tedious. Through this journey, we digitalized over 96 government social and financial support services within five months.
Outcome and Impact
The digitalisation efforts through TAMM significantly improved user access to essential services, streamlined processes, and enhanced the overall user experience for residents and expats in Abu Dhabi. The project's success was showcased at GITEX 2018 by the Abu Dhabi government and featured in Gulf News, highlighting the impact and innovation of the TAMM initiative.
Learnings
- User-Centred Design: Emphasising user needs through personas and empathy mapping is crucial for designing effective digital services.
- Collaborative Workshops: Co-facilitating workshops with stakeholders ensures alignment and a shared vision for the project.
- Iterative Prototyping: Validating and iterating prototypes with real users helps refine the experience and address potential issues early.
- Comprehensive Documentation: Detailed wireframes and flow diagrams are essential for clear communication and efficient development.
- Scalability: Designing for scalability from the outset ensures that the system can grow and adapt to future needs.
The TAMM project demonstrated the power of user-centered design and digital transformation in enhancing government service delivery, setting a benchmark for future initiatives in the region.
Category:
UX/UI DESIGN
Role:
UX DESIGN LEAD
Organisation:
IBM
Date: