Dubai’s Roads and Transport Authority (RTA) has introduced the pioneering Comprehensive Digital Experience Lab, a first-of-its-kind initiative among Dubai Government organisations.
The Lab aims to bolster the quality of customer service provided via digital channels and enhance employees' experience with digital systems by engaging relevant personnel in digital service design stages.
The Lab enhances the quality and design of services from customers' perspectives while simultaneously improving and standardising their experiences across various digital channels. It also boosts the customer happiness index, the adoption of digital services and supplies the necessary technologies and skilled personnel to operate the Lab.
Mattar Al Tayer, Director-General, Chairman of the Board of Executive Directors of the RTA, stated during a tour of the facility,
“The establishment of the Comprehensive Digital Experiment Lab aligns with the directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, to enhance the well-being of Dubai and its global competitiveness. It also contributes to offering a variety of choices for residents to transform Dubai into the world’s best city for living.
“The Lab also embodies the instructions of H.H. 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 the RTA's services. This drive aligns with the Services 360 Policy, which seeks to provide seamless and forward-thinking services across all digital platforms to measure up to customer aspirations,”
he explained.
“The RTA is committed to playing a leading role in service digitisation by mapping out a comprehensive roadmap for automating services and tasks. It also strives to enhance artificial intelligence and data sciences, improve the operational efficiency through optimising the use of the existing resources, and expand the scope of digital partnerships and innovation,”
Al Tayer added.
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.”
“By applying a range of tools, software, and devices, operators can gain insight into user behaviour to enhance and refine experiences. For example, CCTV cameras and eye-tracking instruments will record the user’s interactions with the service, which are then represented on heat maps displaying 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 Lab also includes an observation room for monitoring the testing process or engaging in focus groups on service delivery. The room has screens that detect the customer's behaviour and interaction with the service on digital platforms,”
Al Mudharreb added.
“The Comprehensive Digital Platform is a new concept in designing the User’s Experience. It focuses on engaging external and 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 the RTA’s decision-makers,”
Al Mudharreb said in conclusion.
News Source: Emirates News Agency
