Kicking off a mobile user experience program

The client:  Roads and Transport Authority, Government of Dubai

The brief:  the RTA engaged IBM to deliver a very large multi-vendor program of work to mobile-enable & transform 165 RTA services, as part of its “Smart Goverment” initiative. A “common shell” mobile structure & interaction pattern was envisaged to help streamline the design & development of the mobile app suite. The client sponsor also wanted to rapidly engage and enthuse senior stakeholders to rapidly mobilise their contribution to the program of work.

My role:  User experience stream lead

Activities:  I was engaged to set up the user experience stream of the project. It was critical to engage senior RTA department heads, who wished to take an active role in shaping the mobile user experience their departments would deliver to customers.

To this end, I designed and led a customer experience goals workshop. Using a series of “gamestorming” activities, the participants collaboratively identified long-term cx goals for their app and the services they could offer through it.

Gamestorming
Gamestorming
Workshop participants having fun with a design the box task.
Workshop participants having fun with a design the box task.

The group identified current customer pain points and key opportunities for the RTA to deliver a better experience and more streamlined self service.

Behaviour design cards ready for the workshop.
Behaviour design cards ready for the workshop.

In another workshop with senior stakeholders, I had the participants work to define customer behaviours they wished to target and encourage via their apps, using Brains, Behavior and Design toolkit cards. These are most effective at helping identify specific types of behaviour change that can be supported via design.

Later, I worked closely with the IBM visual designer to produce visual design mock ups to show the client, setting expectations for the design elements which would need to be present in each of the apps.

For the Common Shell app, I developed the information architecture and sample interactions in clickable Axure wireframes, which we then used for cognitive walkthroughs with the client. The visual designer then used these to create visual design comps for the common app elements.

Finally, my role involved coaching a team of young IBM ux designers and business analysts who were starting work on the app services designs. The team received mentoring and practical experience learning the fundamentals of IA, mobile forms, and interaction design.

The outcome:  A subsequent phases of the project delivered the first few of the planned mobile apps, with more currently in progress.

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