Dubai Culture

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Dubai Culture

The Dubai Culture & Arts Authority (Dubai Culture) was launched on March 8, 2008 by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President & Prime Minister and Ruler of Dubai.

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Project overview

The complete regeneration of all digital applications for Dubai Culture, including their website, app, e-services, and museum sites.

Platform

Our Role

Objectives

Problems

The current incarnation of the website and native app did not have the right content or UX to support locals or overseas visitors. There was virtually zero we could migrate from the old applications, which was refreshing and daunting at the same time.

The resulting UX is designed, by contrast, to handhold users through Dubai’s amazing array of offering plus serve them tickets.

Challenge

To offset the content issue, we paired the UX team with content designers, in both English and Arabic. This meant the core outputs supported the words, and vice-versa. The obvious benefit being a stronger UX and much more customer stickiness.

To add to this, we defined a design interface which neatly balances imagery and content; each page having an obvious next step.

Solution

The whole platform is sat on Sitecore; this enables neat integration with third parties, and supports tactics such as content personalization and delivering content to the app.

Outcome

Dubai Culture has never really a strong identity on the internet. It now has a visually arresting website and app, complete with a strong content strategy and tone of voice.

Finally, Dubai’s tourism industry has a digital presence befitting its popularity in the world.

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Our Approach

The project’s discovery was delivered remotely, so all requirements gathering was mapped electronically, including persona definition and journey development.

Prototype Prototype
Prototype Prototype

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Accelerating Brand Valuation Through Digital Innovation.

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Style Guidelines

Dubai Culture already had an existing brand guidelines; we built this out with a design system, a tone of voice guide and a visual language for all their digital assets.