User Experience Consultation, Analysis & Design

TAMM is an initiative by ADSSA (Abu Dhabi Smart Solutions & Services Authority) with the aim of digitising the vast majority of government services provided by the multitude of Abu Dhabi’s government entities.

The program's split into varying verticals such as healthcare, tourism, housing, finance, business, education and so forth. Each of the vertices has its own dedicated SCRUM team that consisted of but not limited to skillsets including:

  • Executive Team/ Product Owner
  • Program/ Project Managers and SCRUM Masters
  • Business Analysts
  • User Experience Analysts & Designers
  • Interface Designers
  • Front-End Developers
  • Back-End and Infrastructure Developers
  • System Testers
  • Technical Writers

An AGILE development methodology was in place and teams worked in 2 week sprint cycles to deliver usable and testable features. Working AGILE enabled the team to deliver features that could easily be tested and iterated upon. This in turn provided the experience and design team with an early product that could be taken to users to fine tune the interface and user experience.

A dedicated team of developers and interface designers worked independently of the SCRUM teams on the design language system for the entire program. User experience analysts and designers were incorporated into the SCRUM teams in order to identify requirements and work with the independent DLS team to design the required features and components.

On such a large program, it became integral to work closely and collaborate across verticals in order to keep a consistent experience and visual language. With so many moving parts, a central design authority was in place to regularly check in with the decentralised design teams and report on inconsistencies and where features or components could be consolidated.

The user experience analysts and designers embedded in the SCRUM teams played a pivotal role in the development and implementation of the features released from each vertical. Based on stakeholder and user workshops, interviews and early prototyping – alongside lead developers, business analysts and project managers – experience analysts and designers helped identify required features forming the structure and prioritisation of the sprint backlog.


Listed below are a number of the activities and tasks undertaken as the senior user experience consultant & design lead on the program:

  • Research & interviews
  • Proto-personas
  • Design thinking workshops
  • Experience/ empathy mapping
  • Paper-prototyping
  • Information architecture
  • User flows
  • Wire-framing
  • User interface design
  • User testing
  • Training & mentoring
  • Sprint planning & backlog management

Follow the case study below to learn more about how these tasks were undertaken. At the end of the case study you will also find a more detailed account of personal responsibilities as well as the key learnings on the program.