Emaar Entertainment is a leading operator managing a world-class portfolio of attractions and exceptional experiences in the UAE.
Tourism in the United Arab Emirates is an important component of the Emirati economy, and consists of both domestic and international audiences. Emaar Entertainment has cemented its reputation as the region’s leading provider of the most diverse entertainment destinations. Their biggest challenge was to create a one-stop-shop platform for all their diverse attractions and integrate their booking system to provide a seamless experience for customers from all over the world.
The goals defined by the business was to stretch across market segments, and create a visual experience, made for the new age that is flexible across all formats.
The team organized workshops with the client
to understand the tourism in UAE and their current customers’ pain points, expectations
and motivations behind making booking and spending decisions.
We explored behaviors and patterns of these customers and mapped out scalable solutions for a digital experience. We realized that the key needs were:
Approach
Creating an easily accessible platform to drive in users from all over the world
Take a multilingual approach for users across segments
We focus on creating an easily accessible platform for global reach
Create a seamless experience across mobile and desktop
Optimize the booking flow and help users reach their goal faster
Creating a one stop shop for all the diverse attractions that Emaar offers. Our main aim was to create a mobile-first platform with a focus on gaining customer trust, provide ease of accessibility and help customers reach their end goal in quick and easy steps. Refined aesthetics and consistent messaging were key to build trust and assurance in the long term. We also helped the client establish their Loyalty program throughout the site and offer incentives accordingly.
We started with identifying personas and creating user journeys. We mapped out the IA of the entire site in high level detail. Our UX Designers arrived at a wireframe that illustrated a personalized journey for every user persona
Ubuntu has a friendly and technical feel to it. The typeface is sans-serif, uses OpenType features and is manually hinted at that works as a stylized yet subtle font. This helps to stand a bit more and at the same time, connect with users.
Tajawal is an Arabic and sans serif Latin typeface in 7 weights following a modern geometric style while still respecting the calligraphy rules of the Arabic script. Its fluid geometry makes it the perfect choice. This was mainly to garner more reach from the citizens of UAE.
Typography being the governing material in design, colour becomes the life giver, we can also say that it’s an aesthetic amalgamation. Similar to typography, colours communicate emotions and it is used as a powerful tool to empower content across the website. Derived from the colours of the skyline of UAE, we help the users connect with the look and feel
of the country.
What did we achieve from this project?
We would like to thank RHA Technologies for giving us this opportunity to come together and craft a credible experience for Emaar.
