Dubai Now App


What is Dubai Now?

DubaiNow is an omni-channel platform that provides services through a coherent and connected experience. Resident and visitors can access various online and public sector services in the smart city of Dubai.


The idea of the app was to design a modular platform for the user, designer and the developer. This was done because repeated and coherent patterns of interaction helps the user's learnability which would make the interface more intuitive. The aim was to reduce design and development time and make the framework flexible for any future improvements and iterations.

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Design Strategy

The core app offers over 80 city services. To make this easier, the services were divided by the types of interactions or journeys, the corresponding government department/ ministry and the frequency of use by residents.        To reduce designer's workload, the micro-app architecture was chosen.      The whole app consisted of UI blocks with efficient interactions further within. 

My role in the project:


Services Design

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Interface Design

Part of the customer experience  was to align the brand personality to the customer's expectations. For this, recent research data was used to analyse the feel of the brand.

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Three personalities were distilled from the research findings, after a brainstorming session with the team. And to make the personalities more tangible, three mood-boards were created.


These personalities were then translated into interface designs and further combined after shuffling their unique characteristics. Some of the personalities and their corresponding visual theme is showcased here.


Hybrid themes were also a part of the process to try out all possible routes. A few of the multiple combinations are displayed here.

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As these initial visual themes were developed to a more finished visual theme, they were experimented with more variations of styles. A few examples from the process can be seen below.

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