RTA Dubai Transportation Mobile App & Web
Redesigning the public transportation experience for Dubai residents and visitors, making bus travel more accessible, efficient, and user-friendly.
Role
Chief UX/UI Designer
Timeline
6 months (2022)
Platform
iOS & Android
The Challenge
The existing RTA Dubai app suffered from poor usability, outdated design, and limited functionality. Users struggled to find bus routes, check schedules, and plan their journeys effectively.
68%
Users found the app confusing
2.1★
Average app store rating
Research & Discovery
I applied a mix of qualitative and field research methods, conducting interviews with regular commuters, observing real behaviors across major bus stations, and benchmarking S'hail against top mobility apps worldwide.
Key Insights
Users need real-time bus tracking to reduce waiting anxiety
Journey planning should be simple and require minimal steps
Multilingual support is essential for diverse user base
Offline functionality needed for areas with poor connectivity
User Personas
Research-driven personas representing the diverse user base of Dubai's public transportation system.
Ahmed
Daily Commuter (Resident)
Recently moved to Dubai for work and relies on public transportation daily. Tech-savvy but still adapting to Dubai's routes, tolls, and traffic rules.
Core Needs
Efficient routes, accurate arrival times, real-time traffic updates, convenient parking
Frustrations
Unexpected tolls, unclear speed limits, missing navigation alerts
Sara
Student (Young User)
Budget-conscious, tech-savvy student who depends on public transport for classes and social life.
Core Needs
Easy route planning, affordable fares, predictable arrival times, simple UI
Frustrations
Unclear schedules, delays affecting class timing, difficulty comparing routes
Maya
Tourist Commuter (Female)
Travel-loving professional visiting Dubai, depends on public transportation to explore the city efficiently.
Core Needs
Reliable transit, real-time updates, easy taxi communication, save time
Frustrations
Missed connections, slow app info, difficulty finding stops
Jordan
Tourist Commuter (Male)
Adventure seeker exploring new cultures and destinations. Relies heavily on the app for navigation.
Core Needs
Offline trip planning, easy navigation, multi-modal support
Frustrations
Limited night transport, inaccurate schedules, language barriers
Fatima
Person of Determination
Government professional who uses a wheelchair and needs reliable, accessible public transport.
Core Needs
Accessible stations, trained drivers, reliable communication
Frustrations
Unsafe conditions, lack of POD-trained drivers, low awareness
Hoda Mohamed
Chronic Illness (POD)
Government employee with a chronic condition requiring flexible, non-stressful travel.
Core Needs
Flexible scheduling, non-visible disability sensitivity, discreet support
Frustrations
Lack of support for non-visible conditions, long wait times
Savita Bolwani
Mother of Autistic Child
Mother managing her autistic child's needs; prioritizes calm and predictable transportation.
Core Needs
Predictable routines, trained empathetic drivers, real-time monitoring
Frustrations
Untrained drivers, lack of accommodation, stressful coordination
Emily
Tourist Driver
International visitor who prefers renting a car but needs navigation help and traffic updates.
Core Needs
Clear road signage info, speed limit alerts, parking availability, toll integration
Frustrations
Confusing road layouts, unexpected fines, lack of real-time parking info
Design Process
A structured approach from research to launch, ensuring every decision is validated and user-centered.
Empathize
Deeply understand users, their needs, behaviors, and pain points before any design work.
A clear empathy-driven understanding of user problems, motivations, and contexts.
Define, Ideate & Design
Transform research insights into validated design solutions.
A high-fidelity prototype aligned with design system and ready for testing.
Test, Improve, Validate
Validate designs with real users and iterate until problems are solved.
A fully validated prototype ready for development.
Implement & Launch
Ensure smooth handoff to development and successful product launch.
Live feature with validated user experience and ongoing improvement loop.
Artifact Gallery
Behind-the-scenes moments from user research sessions, field observations, and usability testing.
Results & Impact
4.6★
App Store Rating
580K
Daily Active Users
6M+
App Downloads
85%
User Satisfaction
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