Case Study 2019 - ‘20

In early 2019, we were tasked with optimizing a critical feature within a government services app in Abu Dhabi—the Service Assistant, an AI-powered tool designed to guide users through complex service journeys. The challenge was twofold: identify pain points through rapid research and deliver impactful design solutions under a tight deadline.

Given the wide demographic of users and the importance of government services in everyday life, our goal was to ensure that the assistant feature was not only functional but also intuitive, inclusive, and responsive to real user needs. Through a lean research sprint, usability audits, and cross-functional collaboration, we reimagined the assistant’s UX to streamline access, improve task clarity, and reduce drop-off rates—delivering measurable improvements in just 8 weeks.

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