TAMM Abu Dhabi Digital Services Platform

Overview

As part of IBM iX Dubai, I worked on the TAMM Abu Dhabi digital transformation initiative, helping migrate and redesign key government services onto a unified digital platform. My role as UX/UI Lead focused on creating intuitive, human-centered experiences that simplified complex government workflows while aligning with Abu Dhabi Digital Authority’s vision for smarter public services.

Problem

Government services were fragmented, complex, and often difficult for users to navigate across different entities and processes. Users faced challenges in understanding service requirements, completing applications efficiently, and moving through lengthy workflows without confusion. The platform needed to balance accessibility, usability, and scalability while serving a diverse audience with different digital literacy levels.

Solution

Using IBM Design Thinking methodologies, including Hills, Playbacks, workshops, and rapid prototyping, we conducted extensive user research and collaborated closely with government stakeholders and end-users throughout the process. I led the UX/UI strategy and experience design for multiple services, including Driving Services, Marriage Services, and Honor the Dead Services. The final solutions streamlined user journeys, improved accessibility, reduced friction in service completion, and delivered a seamless digital experience across the TAMM ecosystem.