RTA Dubai App

One of a kind experiment to co-design with users for a Public Service App

As our relationship with RTA ( Road and Transport Authority ) continued, we were commissioned to re-design their flagship App, RTA-Dubai. What made us stand out at the pitch was our User Centered approach. We called it ‘Co-design’. As a flagship RTA app, it was one of the most used apps and of course used by the everyday user. So it was only fair to give them the power and get them involved in all possible steps to get insights, to test, to get validations and to design together with us.

Users

As we started this extensive and one of the most prestigious project at RBBi, the first step was to understand these users and their pain points. Their motivations and the tasks they wanted to perform, the way they liked to perform and the tasks and the Apps they currently use. This became the foundation of our strategy.

roads and transport authority user personas
roads and transport authority users 1
roads and transport authority users 2
roads and transport authority users the overall
roads and transport authority users 3
roads and transport authority users 4

Primary User Research

Once we identified the segments, we did extensive research with users to engage them in identifying and grouping key RTA services as they wanted, as per their priority. Thus the grouping and categorisation of these services was driven by actual users, including the priority and features across the App.

roads and transport authority users primary user research research data

roads and transport authority primary user research statistics

Navigation and UX structure

Next steps was to put together a user friendly unique and seamless experience/structure to address all the user insights we got from the users during our research phase.

The overall UX was again based on actual user insights.

roads and transport authority users ux strategy
roads and transport authority anatomy of the dashboard
roads and transport authority the user journey funnel
roads and transport authority ux structure mobile screens interface

Designing, The Non-Subjective Way

Design is the most subjective matter in the whole process. So we decided to remove it completely. By putting together UI options we went to real users to test these options and get their preferred option along with insights/reasoning.

roads and transport authority usability testing methods

roads and transport authority live mobile designs roads and transport authority what they saw roads and transport authority design questions

UI Details

roads and transport authority mobile app interface
roads and transport authority live tiles and notifications roads and transport authority utilities and relevant information
roads and transport authority iphone landscape and force touch

ON THE WEARABLES

We took the most important and quick tasks to the watch making it relevant and keeping it user centric

roads and transport authority users ux strategy