As part of the evolving Abu Dhabi Tourism strategy, a key initiative to activate visitors experience is to support visitors with an seamless end-to-end tourism journey.

Our goal was to provide a service that will engage and encourage travellers to experience Abu Dhabi, by inspiring them with the city’s offerings, attractions, accommodations, and offers.

Leveraging the strong creative direction from Brand & Marketing, along with the launch of Zayed International Airport, we saw an opportunity to create a holistic approach to ‘Experience Abu Dhabi’ throughout the airport and other high traffic areas across the Emirate.

We were able to develop & fabricate Visitor Information Centers, acting as Abu Dhabi’s official welcoming experience, that embodies the hospitality and excitement of the city

From immersive yet relaxing installations, to engaging kiosks, the service and user experience is inspired by the amazing landmarks and rich cultural narrative.

There are over five Experience Abu Dhabi VIC installations and kiosks throughout the city, with each digital channel supporting over 2,000 visitors & tourists every day.

Our first goal was to ensure that Visitor Information Center service design was aligned to the overall mission & vision of DCT and Visitor Experience. Furthermore, the mandate for Digital Experience needed to be validated throughout the discovery.

We developed a proposition wheel, that highlights the service propositions that would be enabled at each Visitor Information Center and their respective digital touchpoints.

These concepts would help bring the vision of Abu Dhabi tourism to life, aligning to an end-to-end visitor’s journey using a VX Journey Mapping Framework. This framework had been developed as part of discovery, to ensure that VX Personas are enabled across the end-to-end Tourism Journey

For Abu Dhabi Airports, we mapped out the high footfall paths that visitors take through Arrivals and Transit. This mapping allowed us to establish the strategic placement of VIC’s, to make the most of the digital touchpoints, without acting as a distraction to a visitors goals and objectives

Leveraging the Experience Abu Dhabi brand, we established a ‘Majlis’ concept, that acted as a centralized hub for all information and experiences of Abu Dhabi

We captured requirements from VX, Marketing & Culture teams through Design Thinking workshops, while maintaining the goals, objectives and pain points for each of the key VX Personas

Wireframes helped us establish the experience for Interactive Maps and Interactive screens, along with the Dream Trip Planner and Conversational AI experience.

The biggest obstacle was to keep a seamless experience, by giving curated information across each service journey that enabled each users specific needs and goals.

We used the key wireframes to activate the brand identity for VIC Digital Concepts, and developed the UI accordingly, while being mindful of accessibility constraints that may be faced by People of Determination.

Our UI design had to be consistent across various sites outside of Abu Dhabi Airport, so that the brand identity could be activated and recognised by visitors across the city.

All designs, including desktop and mobile, was created in Figma, using Experience Abu Dhabi brand guidelines, along with a custom UI Kit for all VIC digital products.

In collaboration with third party vendors, fabrication companies and interior designers, we established a physical fit-out plan and execution to bring the Abu Dhabi VIC Majlis to life.

Our principles for each Majlis were to:

• Welcome visitors to Abu Dhabi, with a warm insight to the city and cultural landmarks
• Allow visitors to explore Abu Dhabi, Al Ain & Al Dhafra through an Interactive Map and immersive highlights for each landmark
• Explore landmarks and experiences across the Emirate with information on cultural experiences
• Build your Dream Trip to Abu Dhabi based on your travel aspirations and ambitions
• Engage with locals of the Emirate, to learn more about our culture and citywide attractions

For other sites across Abu Dhabi, Interactive Kiosks allow touch and gesture based moveable screens that visitors use to find destination information. These mobile kiosks provide travelers with information on the locations that mirror their interests, in English & Arabic.

DCT successfully deployed VIC Majlis and interactive kiosks across the Abu Dhabi emirate.

There are over five Experience Abu Dhabi VIC installations and kiosks throughout the city, with each digital channel supporting over 2,000 visitors & tourists every day.