TASMU Digital Experiece
We want people to see TASMU as something convenient, accessible, smart and aligned with technology.TASMU will make QATAR a smart country-Eman Al-Khuwari, TASMU Project Lead
Client
Ogilvy
Industry
Digital product
Service
Lead Experience Designer
Project Backgrounds
TASMU is a new initiative launched by the Qatari Government of Communication aiming to deliver on Vision 2030 of Qatar to become a Smart Country.
After launching a showcase website, highlighting some TASMU ideas and their strategy, the website failed to meet the government’s expectations to build excitement and national support from multiple stakeholders like governments, venture capitals, investors, startups, founders, etc…
The Problem
TASMU relies on people’s support.
We need to prove the idea behind TASMU for the Qatari citizens in order to gain that, and that required a change in how the TASMU team conceives its users.
At least this is what the client thought. But making TASMU a successful digital product also required a usefulness, usability, engagement, interactions and beautiful aesthetics.
The Customer Engagement & Digital Department at Ogilvy signed with TASMU, and we started with a complete website revamp where I lead on an initial discovery phase to define the new MVP’s direction.
Everyone had their idea of a successful TASMU.
In the discovery phase, besides not having enough data from the website, it was crucial to build a shared understanding with the client.
Discover phase
The discovery phase included Stakeholder Interviews, Competitive Analysis, a Website Audit, User Surveys, and Analytics.
We extracted constraints, success metrics, business objectives, user types, user outcomes, and features. Then, we aligned with the client and the involved Ogilvy teams to proceed with a new two-way communication approach and promoting user-generated content.We finally prioritized the features with the client to identify the MVP features as well as identify how each feature can fall within the adapted UX Model.After performing many user interviews, we finalized the personas, and designed the empathy maps.
Website audit
Stakeholder Interviewes
User Surveys
Competitive Analysis
Analytics
Outcomes
UX Persona:
Emphaty maps:
Journey maps:
We developed an interactive prototype to test with real users
The sitemap flow
Flow map
We used card sorting to help us prioritize relevant and engaging content
The Wireframes
The results
We then developed an interactive prototype for our user testings
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