The Roads and Transport Authority (RTA) of Dubai has unveiled a new digital experience centre with a special test room for users to assess services. The authority’s customers will trial specific services on apps or alternative digital platforms.
Director-general and head of the RTA Board of Executive Directors Mattar Al Tayer said the facility's goal is to meet customers' expectations for "proactive and all-encompassing experiences" with its first-of-its-kind lab.
Mohammed Yousef Al Mudharreb, CEO of the corporate technology support services sector, described how it operates by saying that the lab will include a variety of tools, software, and devices that allow operators to gain insight into user behaviour to improve and hone encounters.
The user's interactions with the service will be captured by CCTV cameras and eye tracking devices, and these interactions will then be represented on heat maps that show areas of concentration and inattention. As a result, it makes it possible to analyse strengths and weaknesses, enabling for targeted service improvements based on client responses and attitudes," he said.
The lab also has an observation area where discussion groups on service delivery can be held while tests are being run.
Al Mudharreb also added that the space is outfitted with screens that track consumer behaviour and interactions with the service on digital platforms. The digital platform is a novel idea in user experience design. It emphasises involving internal (employee) as well as external (customer) customers during various service design stages. The lab has been utilised in significant ongoing initiatives like the RTA app, intelligent kiosks, and dashboards for decision-makers.
