Basel Ali
UX / UI Designer
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Basel Ali
UX / UI Designer
DMMA is an e-government mobile application developed for the Sharjah Government, enabling citizens to access and submit municipal service requests directly from their smartphones. The app was designed from scratch with a focus on simplicity, accessibility, and alignment with UAE digital government standards.
This phase explored the needs and behaviors of Sharjah citizens seeking to access government services on mobile, mapping their service request journeys and identifying the barriers that prevent digital adoption of e-government services.
Design a citizen-facing mobile app for municipal services
Create a first-class mobile experience that allows citizens to access and submit government service requests from their smartphones.
Simplify and digitize service request submission
Replace complex, paper-based or web-only service processes with streamlined mobile-first flows accessible to all citizens.
Enable real-time service status tracking
Allow citizens to track the progress of their submitted requests at every processing stage through the mobile app.
Design for a broad demographic range
Ensure the app is usable for citizens with varying levels of digital literacy, including older adults and first-time smartphone users.
Comply with UAE digital government accessibility standards
Meet UAE TDRA and accessibility guidelines to ensure the app is inclusive and officially compliant.
Support bilingual Arabic and English
Deliver a fully bilingual RTL/LTR mobile experience aligned with UAE government localization requirements.
Municipal Leadership Alignment
Strategy sessions with Sharjah Municipality leadership to define the app's scope, service priorities, and success metrics.
Service Desk Staff Interviews
Sessions with front-line service staff to understand the most common citizen service requests and operational pain points.
Citizen User Research Sessions
Direct interviews and contextual inquiry with diverse citizens to capture real-world mobile service needs and access barriers.
Technical Integration Review
Collaborative sessions with the development team to understand backend APIs, service catalog integration, and technical constraints.
Regional e-Government App Benchmarking
Reviewed leading UAE and regional government mobile apps to identify best practices in service delivery UX and onboarding.
UAE TDRA Digital Service Guidelines Review
Analyzed UAE government digital service standards to ensure the app design meets all required usability and accessibility criteria.
Citizen Digital Literacy Analysis
Assessed the range of digital literacy levels across Sharjah's citizen demographic to inform UI complexity and guidance decisions.
Mobile UX Pattern Research
Reviewed government and public service mobile app UX patterns to identify proven approaches for service request submission flows.
Tech-savvy Young Resident
A digitally fluent citizen who expects a fast, modern mobile experience for government services. Likely to adopt the app early and use it across multiple service categories.
Older Adult Resident
A resident with limited digital literacy who currently relies on in-person visits. Needs a simple, guided experience with clear language, large touch targets, and minimal required steps.
Expatriate Professional
A working professional in Sharjah accessing municipal services on the go. Values speed, English language support, and real-time tracking of submitted requests.
Family Household Manager
A resident managing multiple service requests for a household — permits, complaints, utility connections. Needs to track several active submissions simultaneously within the app.
I follow a user-centered, iterative design process to ensure solutions are both functional and delightful. The work is guided by five consistent core stages: