e-Government · Mobile App
TAMM is Abu Dhabi’s initiative to bring government services into one ecosystem. The services were fragmented, so we built one unified digital system where citizens, residents, businesses and visitors complete them in one place.
The challenge
TAMM is where citizens, residents, businesses and visitors in Abu Dhabi apply for government services, talk to customer service and track their requests. Before, each service lived with its own department. Bringing them into one app risked too much information, and journeys that broke between departments.
Heuristic evaluation
As a team, we went through the first version of the app screen by screen, against usability heuristics.
Information architecture
With what the evaluation showed, I led the rework of the app’s structure: from one built around government departments, to one built around people’s needs. Five places, each with a clear job. Home shows what needs attention. Services is where you find one. Support is where you get help and follow a case. Community is news and public holidays. Locker holds everything that is yours.
Testing the structure
We did not guess the new structure was better. Card sorting showed how people group the services, and a tree test checked whether they could find things in it: 8 tasks, 35 people.
UI design
Three of us redesigned the whole app on the new structure. We split it into its sections and designed each one to the same rules, so it looks and works the same everywhere.
Onboarding
TAMM only offered login with UAE PASS. At the time UAE PASS was new: most residents did not know what it was, and did not have a verified account. So onboarding had to teach people how to become a verified UAE PASS user, and then log in. We prototyped different versions of that flow and tested them with residents in the real world, in sessions I moderated.
Home
A home you can arrange to suit you.
Locker
Everything that is yours in one place: cases, applications, payments, subscriptions. Appointments with government experts live here too.
Documents, parking and bills
Each document with the services that go with it. Saved vehicles, so Mawaqif parking takes one tap. Bills with history and consumption charts.
Holidays and events
Public holidays and events you can add to your calendar.
Impact & reflections
The TAMM redesign shifted dealing with the government from a “chore” to a “seamless digital experience”.
DownloadsJan → Jun
+1,800%From 1K in January to 19K in June.
Avg. daily active usersJan → Jun
+133%From 3K in January to 7K in June.
App rankingJan → Jun
Reflection
As a senior designer on this project, I learned that clarity beats cleverness. In a government context, users don’t want to be “delighted” by animations. They want to get their tasks done so they can get back to their lives.
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