The Dubai Roads and Transport Authority (RTA) has launched the Comprehensive Digital Experience Lab, the first of its kind among Dubai government agencies and departments. Its aim is to enhance the digital channel experience for both customers and employees. This is achieved by involving stakeholders in the stages of digital service design, raising service quality and design from a customer perspective, improving and unifying digital channel experiences, increasing customer happiness rates, and providing technical resources and competencies for the lab’s use.
Mattar Al Tayer, Director General and Chairman of the Board of Directors of the Roads and Transport Authority, stated that the lab reflects the directive of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to improve Dubai’s quality of life and global competitiveness, and His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum’s goal of transforming Dubai into the world’s smartest city. Their directives aim to provide comprehensive, interconnected, and proactive digital experiences for customers, in line with the requirements of the 360 Services Policy.
Al Tayer expressed his keenness to achieve leadership in digital transformation, by developing a roadmap for service and task automation, enhancing artificial intelligence and data science, improving operational efficiency, expanding digital partnerships, and fostering digital innovation.
The laboratory was designed according to international best practices, expertise, and benchmarking with international companies. Targeted sessions aim to test or experiment with a specific service or application on a digital channel to understand and analyze user behavior for service improvement and development. The laboratory also includes an observation room to monitor the testing process or participate in focus groups on service provision.
The comprehensive digital experience is a modern concept that involves both external customers and internal employees in the stages of designing services. The laboratory is used in key projects such as the Authority’s application, smart kiosks, and decision-making dashboards.
The Dubai Roads and Transport Authority (RTA) launched the Comprehensive Digital Experience Lab, which is the first of its kind at the level of Dubai government agencies and departments, and aims to improve the experience of customers on digital channels as well as the experience of employees on digital systems. This is done by involving those concerned in the stages of designing digital services. The laboratory also contributes to raising the quality and design of services from the perspective of customers, improving and unifying their experience through various digital channels, as well as raising the rate of customer happiness and adopting services through digital channels, in addition to providing technical resources and competencies to use lab.
His Excellency Mattar Al Tayer, Director General and Chairman of the Board of Directors of the Roads and Transport Authority, confirmed that the comprehensive digital experience laboratory comes in line with the directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai (may God protect him), in improving the quality of life in The Emirate of Dubai, enhancing its global competitiveness, and providing multiple options for the population, so that Dubai will be the best city for life in the world, and the directives of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council, to transform Dubai into the smartest city in the world, and provide comprehensive, interconnected and proactive digital experiences for customers Achieving the highest levels of happiness with the Authority’s services, in line with the requirements of the 360 Services Policy, which focuses on the comprehensiveness of the services provided to all digital channels in a smooth and proactive manner that keeps up with the aspirations of customers.
His Excellency Mattar Al Tayer, during his inspection of the digital experiment laboratory, said: The authority is keen to achieve leadership in digital transformation, by developing a comprehensive roadmap for automating services and tasks, enhancing artificial intelligence and data science, improving operational efficiency and optimal utilization of available resources, expanding digital partnerships and digital innovation. .
For his part, Mohammed Youssef Al-Madhareb, Executive Director of the Institutional Technical Support Services Sector, explained that the design of the laboratory was carried out in accordance with international best practices, international expertise and benchmarking with international companies. Through targeted sessions with the aim of testing or experimenting with a specific service on an application or another digital channel, and through the tools, programs used, and devices of all kinds, those concerned can understand and analyze user behavior to serve the improvement and development of experiences, where surveillance cameras and eye movement tracking tools can record user interaction With the service and reflecting it on heat maps that show the place where it is focused and far from their focus as well, and thus it is possible to analyze the strengths and weaknesses and focus on areas of improvement in the service in accordance with the reaction and behavior of the customers. The laboratory also includes an “observation room” and is used to monitor the testing process or participate in Focus groups on service provision, through screens that monitor the customer’s behavior and interaction with the service on the digital channel.
Al-Madrab said: “The comprehensive digital experience is a modern concept in the field of user experience design that focuses on the involvement of customers not only external but also internal employees during the stages of designing services,” indicating that the laboratory is used in the most important current projects such as: the Authority’s application and smart kiosks, And dashboards that serve decision makers in the authority.
The Comprehensive Digital Experience Lab introduced by the Dubai Roads and Transport Authority (RTA) is a step towards enhancing customer satisfaction and employee experience on digital channels. The laboratory promotes involvement of concerned individuals during the design stages of digital services, which aims to improve the quality and design of services, unify customer experience, and raise the happiness rate of customers using digital channels. Through this initiative, the RTA aims to transform Dubai into the smartest city in the world, according to the directives of the city’s leaders. With the use of advanced tools and programs, the laboratory helps in analyzing customer behavior and interaction with digital services, which aids in the improvement and development of experiences. Overall, the comprehensive digital experience laboratory is in line with the authority’s aim to achieve leadership in digital transformation and promote proactive digital experiences for customers.