Dubainow mobile app
Government services app for Dubai residents
Intro
Dubainow app serves residents of Dubai with access to more than 120 government services. Its a one stop shop for all government interactions. As a Customer Experience Designer, I optimize user experiences by analyzing app store feedback and designing innovative features for the Dubainow app.
The Problem
Dubainow, a flagship government initiative, was mandated by the Ruler of Dubai to eliminate paper processes (Paperless strategy).This involves digitizing all government services. As a result there was an added pressure to deliver services.
Limited time:Identified 40 essential services for integration into the DubaiNow app within a demanding 6-month timeframe.
Branding change: This project encompassed not only the integration and enhancement of services, but also a complete branding and visual identity overhaul – all within a tight deadline .
Inconsistent experience: User feedback from app store reviews and usability studies, corroborated by Firebase analytics, indicated a high level of inconsistency within the DubaiNow app experience.
Approach
Approach strategized to tackle the above problem are as below :
Design System Approach: The primary reason for adopting this approach was to leverage reusable components and establish consistency in all services.
Design Workshop: Through a week-long collaborative design workshop and subsequent user testing, we successfully established a unified visual style and brand identity for the app.
Prioritization of components : To accelerate service releases, we collaborated with developers in a workshop to identify and prioritize essential components. By pinpointing commonly used components and recognizing those missing from our library, we could expedite the design process and streamline future development efforts.
Results
DubaiNow project yielded several positive results:
Consistent experience: Implementing a design system with a unified visual identity resolved service inconsistencies, resulting in a decreased monthly churn rate for new services, as tracked by Firebase analytics.
Reduced development and design effort: Typical service delivery cycle with design and development for a mid sized service was significantly reduced from average of 1 month to 8 days.
Increased Customer adoption: New services and a refreshed brand identity combined to boost customer adoption, resulting in a 30% increase in conversion rate post-launch, according to analytics data..
Conclusion
The DubaiNow app, featuring a new brand identity and expanded services, achieved remarkable success, winning ICXA's Gold Award in 2020 for "Customer at the heart of everything." This success was largely due to a well-executed design system strategy that prioritized essential components and aligned them with high-usage services.
