RTA Unveils Comprehensive Digital Experience Lab

The Roads and Transport Authority (RTA) has unveiled its new Comprehensive Digital Experience Lab for elevating customer service excellence. The fundamental goal of the project is to enhance the quality and design of services from the customer’s perspective

while developing and standardizing their experiences across various digital channels. 

In addition, the lab boosts the customer’s happiness index and promotes a distinctive digital awareness experience, supplies efficient technologies as well as skilled persons to operate the lab, and encourages the adoption of digital services. 

The lab was inaugurated by Matter Al Tayer, Director General and Chairman of the Board of Executive Directors of RTA, and the lab is located at the RTA’s headquarters in Dubai city, and equipped with advanced digital technologies that allow the authority to implement and test innovative solutions that enhance customer experience.

An excellent digital platform for customers by Dubai’s RTA

This innovative movement also serves as a platform for RTA to collaborate with local and international technology companies and startups, fostering innovation and driving digital transformation. It is also equipped with virtual reality devices, advanced data analytics tools, and intelligent interactive screens. 

Matter Al Tayer, Director-General and Chairman of the Board of Executive Directors of the Roads and Transport Authority (RTA) said: “ The establishment of the Comprehensive Digital Experiment Lab aligns with the directions of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, The vice-president, Prime Minister of the UAE, Ruler of Dubai, to enhance wellbeing in Dubai and its global competitiveness. It also contributes to offering a variety of choices for residents with the goal of transforming Dubai into the World’s best city for living.”

He also added The RTA’s Comprehensive Digital Experience Lab reflects its strategy to harness cutting-edge technologies and deploy them to improve customer service delivery. The lab allows us to test new solutions in a controlled environment, ensuring they meet the highest standards of quality and efficiency.

The RTA’s Comprehensive Digital Experience Lab is a testament to the authority’s commitment to digital and customer service excellence.

It is expected to have a significant impact on the quality of services provided to millions of customers in the UAE and beyond, So the Chairman of the Board of Executive Directors of the Roads and Transport Authority (RTA) also added, with the Comprehensive Digital Experience Lab, they aim to provide their customers with a seamless, hassle-free experience that meets the customers needs and exceeds their expectations.

And they are committed to continuously improving their services and providing innovative solutions that enhance customer satisfaction. And also, RTA is committed to playing a leading role in service digitization by mapping out a comprehensive roadmap for automating services and tasks.

It also strives to enhance artificial intelligence and data science, improve operational efficiency through optimizing the use of the existing resource, and expand the scope of digital partnerships and innovation.

Mr. Mohammed Yousef Al Mudharreb, CEO of the Corporate Technology Support Services Sector, commented on the innovation that the Lab has been designed in line with the World’s best practices, Utilizing international expertise and benchmarks from leading international companies.

It features a dedicated test room for customers to evaluate services and engage with various experiments through guided sessions, trailing specific services on apps or alternative digital platforms.

Mr. Al Mudharreb has broad expectations for the digital project, So he also added, The Comprehensive Digital platform is a new concept in designing the user’s experience, It focuses on engaging not only external customers but also internal customers in various service design phases. The lab has been used in key current projects such as the RTA App, smart kiosks, and dashboards that serve RTA’S decision-makers. 

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The Comprehensive Digital Laboratory also accommodates an Observation Room that is used for monitoring the testing process or engaging in focus groups on the service delivery. The digital Lab carries screens to detect the customer’s behavior and interaction with the services provided by digital platforms. 

“By applying a range of tools, software, and devices, operators can gain insight into user behavior to enhance and refine experiences. CCTV cameras and eye-tracking instruments in place will record the user’s interactions with the digital services, 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,” Mr. Al Mudharreb, CEO of the Corporate Technology Support Services Sector, added more about the digital innovative project.

The Comprehensive Digital Experience Lab is an important milestone for the RTA, and it demonstrates its commitment to providing innovative solutions and services to its customers. The lab’s focus is on customer experience and mobility. Safety and sustainability align with RTA’s strategic goals and vision and will play a vital role in transforming Dubai into a smart city.