Complex Made Simple

DSG’s innovative CX Lab attracts visitors at its stand at Mirdif City Centre

The lab gives the public an opportunity to carry out experiments for a number of DSG's latest services and apps

The innovative Customer Experience (CX) Lab, was recreated by Dubai Smart Government Department (DSG) at its stand at Mirdif City Centre as part of its participation of UAE Innovation Week between November 22 and 28.

The stand has already attracted a great number of visitors, who showed keen interest in designing services and giving their feedback. The lab also provides an opportunity for individuals with disabilities to test the smart services to see how far these services meet their own physical and visual needs.

The CX lab concept was brainstormed by DSG’s dedicated teams with the aim of involving the public in developing government services in line with the world’s best practices and standards in fulfillment of the vision of HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to make the emirate a destination for innovation and creativity, under an efficient, leading and distinguished government.

H.E. Ahmad Bin Humaidan, DSG Director General, said: “Our participation in the UAE Innovation Week embodies President His Highness Sheikh Khalifa Bin Zayed Al Nahyan’s announcement for 2015 to be a year for innovation, which is also a leading initiative launched by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, to consolidate the culture of innovation in society and empower the government to achieve the UAE Vision 2021 for the UAE to become one of the best countries in the world by its 50th National Day.”

Bin Humaidan added: “In line with DSG strategy 2014-2017 aimed at reaching an open government that allows technological solutions to ensure customers’ participation in innovating the smart services provided to them, we have allocated a dedicated space within our stand to showcase the CX Lab, the region’s latest and first of its kind innovation. We have also showcased the innovative smart services provided by DSG to customers during the UAE Innovation Week to be able to keep pace with His Highness Sheikh Mohammed Bin Rashid Al Maktoum’s concept of innovation and implement the national strategy for innovation launched by him.”

The lab gives the public an opportunity to carry out experiments for a number of DSG’s latest services and apps. It tracks eye movement and gestures, while customers test and use services and apps, the results of which are then used by DSG to design or re-designing smart services.

For the first time, the lab has enabled customers with physical disabilities to take part in various demonstrations, with the purpose of redesigning services around their physical needs. Other tests will be carried out for customers with visual disabilities to test colour contrasts to make readability better.

During the UAE Innovation Week DSG will showcase its latest smart services and apps including its innovative Dubai Now app, which features more than 53 smart services provided by 22 government entities; MyID service for single log-in to Dubai government services and mJobs, a mobile government job app, which represents DSG’s strategy of providing a single window for customers with the aim of easing their lives and bringing happiness to them.

Throughout UAE Innovation Week, DSG has planned a series of activities for all segments of society, including testing apps and services for those with special needs or disabilities. In parallel, there are a number of workshops, lectures and iTalks that will all highlight DSG’s strategy and how to take advantage of, analyze and classify big data and usage of government services.

Designing smart government apps and services from the perspective of customers will remove the barriers between government entities and customers with respect to providing services to them in such a close and easy to use manner with the aim of increasing their adoption of these apps and services and giving them more of the sought-after happiness.