Overview
Abu Dhabi Department of Culture and Tourism looked to create an engaging product experience, with a focus on delivering clear digestible information to guide users in exploring the Abu Dhabi emirate. A website and app were developed to act as vehicles to promote Abu Dhabi as a premier destination. Visit Abu Dhabi, which includes both www.visitabudhabi.ae and supporting native apps, act as the official tourism website for the Abu Dhabi emirate.
Our Role
- Strategy
- UX/UI
- Design
- Development
1
SITUATION
Visit Abu Dhabi, with its last major launch dating back to around 2011, is the official tourism product for the Emirate of Abu Dhabi.
As the Abu Dhabi brand continues to evolve as well as the internal and external user (internal departments, tourist, residents, etc.) needs advancing, Abu Dhabi Department of Culture and Tourism (DCT) has identified the need to revamp the Visit Abu Dhabi website & app.
In addition to the revamping of the Visit Abu Dhabi products, the Digital Transformation team has also identified the opportunity for Visit Abu Dhabi becoming the flagship product for a future organization wide Digital Experience Platform.
2
Solution
Working closely with both the Digital Transformation and Destination Marketing teams, Abu Dhabi Department of Culture and Tourism launched its new content-rich products – www.visitabudhabi.ae, Android app and iOS app – in September 2020.
These experiential products, with a fully remote team over an 8 month period from concept to construct, boasting a brand new look and feel, with a host of intuitive features making it quicker and easier than ever for curious travelers and residents to find out all they need to know about the Emirate of Abu Dhabi in one place. The content-rich website and app feature hundreds of pages of easy-to-digest accommodations, spas, restaurants, attractions, activities and events, as well as essential information, list of curated trips, tips, and insider information on hidden gems and the best places to visit in the emirate.
We worked hard to ensure the product is visually rich, featuring aspirational photography and destination videos that offer an authentic look at what Abu Dhabi has to offer before visitors even set foot in United Arab Emirate’s capital. Both the website and app is currently available in three languages, English, Arabic and Chinese, with additional languages planned for future roll out.
3
Results
Built on a scalable foundation that features a new design system, reusable components and decoupled architecture, the fully responsive Visit Abu Dhabi product enables web and mobile experiences to sit seamlessly alongside each other while still serving unique purposes in terms of experience and journey.
With connected-consumer experience being Abu Dhabi Department of Culture and Tourism’s being the North Star, the Visit Abu Dhabi product is positioned to scale into a Digital Experience Platform, allowing for the onboarding of additional tourism experiences and products, providing a rich and consistent front-end user experience with a data-driven backend.
