Dubai’s RTA introduces Comprehensive Digital Experience Lab
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Dubai’s RTA introduces Comprehensive Digital Experience Lab

Dubai’s RTA introduces Comprehensive Digital Experience Lab

The RTA lab will improve both the quality and design of services from a customer’s perspective and also support its employees

Gulf Business
RTA Head Office

Dubai’s Roads and Transport Authority (RTA) has introduced the Comprehensive Digital Experience Lab, a pioneering initiative among Dubai Government organisations, to enhance customer service provided through its digital channels.

Not only will the lab improve both the quality and design of services from a customer’s perspective, but it will also simultaneously improve and standardise their experiences across various digital channels.

It also aims to enhance employees’ experience with digital systems by engaging them in the ‘digital service’ design stages.

It will endeavour to increase the customer happiness index as well as the adoption of digital services while supplying the necessary technologies and skilled staff to operate the lab.

Focused on making Dubai a smart city

Mattar Al Tayer, director-general, and chairman of the Board of Executive Directors of the Roads and Transport Authority (RTA), said the Comprehensive Digital Experiment Lab was established “to enhance wellbeing of Dubai and its global competitiveness. It also contributes to offering a variety of choices for residents with the goal of transforming Dubai into the world’s best city for living.

He said: “The lab also embodies the instructions of HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Chairman of the Executive Council to transform Dubai into the world’s smartest city. This involves delivering comprehensive, interconnected, and proactive digital experiences for customers to ensure maximum happiness with RTA’s services.

“This drive is aligned with the Services 360 Policy, which seeks to provide seamless and forward-thinking services across all digital platforms to measure up to customer aspirations.”

RTA is focused on innovation and digitisation

RTA Digital-Experience-Lab

Mohammed Yousef Al Mudharreb, CEO of the Corporate Technology Support Services Sector, said: “The lab has been designed in line with the world’s best practices, utilising international expertise and benchmarks from leading international companies.

“It features a dedicated test room for customers to evaluate services and engage with various experiments through guided sessions, trialling specific services on apps or alternative digital platforms.”

He added: “By applying a range of tools, software, and devices, operators can gain insight into user behaviour to enhance and refine experiences. CCTV cameras and eye-tracking instruments in place will record the user’s interactions with the service, which are then represented on heat maps that display areas of focus and inattention. Accordingly, it enables the analysis of strengths and weaknesses, allowing for targeted improvements to the service based on customer reactions and attitudes,” he continued.

The laboratory has an observation room, which will be used for monitoring the testing process or engaging in focus groups on service delivery.

The room is also fitted with screens that detect the customer’s behaviour and interaction with the service on digital platforms.

“The Comprehensive Digital Platform is a new concept in designing the user experience. It focuses on engaging not only external customers but also internal customers (employees) in various service design phases. The lab has been used in key current projects such as RTA App, smart kiosks, and dashboards that serve RTA’s decision-makers,” explained Al Mudharreb.

In other news, RTA announced that it had successfully registered its intellectual property for the Agile Applications Governance Framework (Agile AGF). This advanced framework is developed by the Technology Strategy and Governance Department of RTA’s Corporate Technology Support Services Sector, and focuses on project management and technical governance, incorporating agile methodologies.

“The prestigious Italian institution, Sistema Integral de Administración Escolar (SIAE), which specialises in global intellectual property registration, handled the registration of the intellectual property of the Agile AGF,” said Mousa Al Raeisi, director of Technology Strategy and Governance at the Corporate Technical Support Services Sector, RTA.

Earlier this month, RTA also unveiled a plan driving the gradual shift from conventional taxi street-hail to e-hail services, aiming for an 80 per cent adoption rate for the latter in the coming years.

Read: Dubai taxi e-hail service adoption to reach 80%, says RTA

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