Dubai’s RTA announces new digital experience lab for customers to evaluate services

Dubai’s RTA announces new digital experience lab for customers to evaluate services

It has been used in key projects such as the authority’s app, smart kiosks and dashboards

Published: Sun 26 Mar 2023, 11:30 AM

A new digital experience lab announced by Dubai’s Roads and Transport Authority (RTA) features a dedicated test room for customers to evaluate services. The authority’s customers will trial specific services on apps or alternative digital platforms.

As he toured the facility, Mattar Al Tayer, director-general and chairman of the Board of Executive Directors of the RTA, said the first-of-its-kind lab aims to deliver services that meet customers' expectations for “proactive and all-encompassing experiences”.

Explaining how it works, Mohammed Yousef Al Mudharreb, CEO of the corporate technology support services sector, said the lab would feature a range of tools, software, and devices, through which operators can gain insight into user behaviour to enhance and refine experiences.

“CCTV cameras and eye-tracking instruments in place will record the user’s interactions with the service, which are then represented on heat maps that display 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 said.

The lab also includes an observation room used for monitoring the testing process or engaging