The Ministry of Health and Prevention (MoHAP) has reported an impressive customer satisfaction rate of 90 percent, according to the User Experience Lab (UX Lab), one of the innovative tools that MoHAP uses to measure customer experiences.
The innovative tool was designed to develop the ministry’s services, in line with its digital transformation plans and the UAE Strategy for Government Services 2021-2025. MoHAP is considered the UAE’s first ministry to operate an in-house customer experience lab.
The UX Lab is projected to support the government’s long-term goals of delivering smart digital services, involving customers in designing services, while providing a seamless and proactive experience of distinctive value.
The lab has assisted the ministry in better understanding the cultural and behavioural patterns of customers and their existing behaviours in order to obtain direct feedback from them and collect relevant data to upgrade digital services and improve customer satisfaction.
By using cutting-edge scientific approaches and technologies, the lab helps enhance and develop smart websites and applications, based on users' behaviours and preferences, while also considering usability and accessibility.
It also provides analytical reports that comply with the Telecommunications Regulatory Authority (TRA) standards and the cabinet’s instructions for boosting service experiences, reducing service steps, measuring customer interactions and satisfaction, and developing new services.
With the ministry now having approximately 160 online and smart services, user experiences are continuously reviewed to improve all services and digital channels and give added value to online services.
The ministry stressed that it will spare no effort to adopt advanced global methodologies to boost the UX lab operation, in order to provide innovative services and ensure that the website and smart applications are accessible, easy to use, and meet users’ needs.
Speaking on the occasion, Ahmed Ali Al Dashti, Assistant Undersecretary for the Support Services Sector, stressed that MoHAP is striving to create a more innovative environment, conducive for developing and digitising services so as to take the government services to the next level of quality, satisfaction and usage.
Also, Maitha Al Shuwaihi, Director of User Department, noted that the initiatives launched by the interactive lab included participatory design with customers to increase the percentage of digital service usage based on heat maps that monitor customer interactions.
"This is meant to develop digital services and products through the usability testing of digital services, on the website, live chat, and the smart App. More than 590 observations were made through the user experience,"
Al Shuwaihi added.
News Source: Emirates News Agency