RAK Digital
From 1,500+ services to the right one in two clicks.
- Role
- Lead Product Designer
- Team
- 3 designers
- Product Owner
- Business Analyst
- 3 Engineers
- My contribution
- User research
- Conceptualisation
- Experience design
- Interaction design
- Design system
- Interface design
- Timeline
- 2 months
RAK Digital is the main e-gov portal of Ras Al Khaimah. More than 1,500 poorly filtered services for residents and businesses were buried behind seven clicks, with a 70% drop-off. The interface had also drifted from the wider government brand.
- Goal
- Shorten the path to a service while keeping the structure of a catalog.
- My role
- Led changes to UX and UI, the AI agent integration process, and the design system.
Audience
RAK Digital served residents and businesses. Both audiences entered the same poorly filtered catalogue, although they needed different types of services.
Research
We inventoried the services, their owners and audiences, mapped existing paths and reviewed other large government catalogues. The structure needed recognisable groups, with every step removing as much uncertainty as possible.
Catalogue structure
The first layer separated individual and business services, removing irrelevant options for each audience. The next introduced themes such as Housing, Land & Construction and Family, Marriage & Inheritance, each with subgroups of services.
AI agent
We added an AI agent on top of the new structure. People could describe what they needed in everyday language and receive a selection of services relevant to their request. We also leveraged AI for prototyping and to speed up development.
Outcome
The path to a service was reduced from seven clicks to just two. We also reworked the typography, color, components, and layouts, bringing RAK Digital back into the wider Ras Al Khaimah government visual system.
