All work

Case study 02

Seven fragmented portals collapsed into one - built on UAEPASS, the UAE national identity layer.

ROLE
Senior UX/UI Designer
CLIENT
Dubai Police GHQ
TIMELINE
4–6 Months
SCALE
7 flows · EN + AR
Fine payment flow - list of payable traffic fines after UAEPASS sign-in

Fine payment flow - list of payable traffic fines after UAEPASS sign-in

01

The brief

Unify seven payment flows on one identity without losing speed, trust, or mobile parity.

02

The research

Where the journey was breaking down.

  • 01

    Service Blueprint

    End-to-end · 7 flows

  • 02

    Pain-Point Mapping

    14 sessions

  • 03

    Gov Portal Benchmark

    6 portals · 9 criteria

  • 04

    UAEPASS Research

    API + pattern audit

Legacy journey - plate entry alone took three steps before any fine appeared
Legacy journey - plate entry alone took three steps before any fine appeared
Legacy journey - an image captcha gated the inquiry mid-flow
Legacy journey - an image captcha gated the inquiry mid-flow
Legacy journey - OTP verification stood between users and payment
Legacy journey - OTP verification stood between users and payment
Legacy journey - a hand-off redirect to a separate payment system
Legacy journey - a hand-off redirect to a separate payment system

03

Key design decision

UAEPASS-first.Not UAEPASS-also.

Email registration was killing 58% of users at the cliff. UAEPASS abandonment was under 9%. The “inclusive” parallel path was preserving the worst-performing one.

BEFORE

58%

drop-off at registration · legacy email auth

58% - screen
AFTER

13%

drop-off at registration · UAEPASS-first auth

13% - screen

The highest-leverage decision in a payment flow happens before the payment screen.

04

Flagship craft

Bilingual payment flows.Where RTL really matters.

  1. 01Numerals follow context
  2. 02Currency anchors to value
  3. 03Step progress mirrors directionally

05

The solution

Seven flows.One system.

  • Payable Fines

    Plate lookup → fine list

  • Payable + Impound

    Combined release flow

  • Smart Impound

    Map-integrated retrieval

  • Black Points

    Severity indicators

  • Not Payable

    Plain-language guidance

  • Alternative Options

    Installments + disputes

  • UAEPASS Auth

    One-tap sign-in

  • Mobile parity

    375px full feature set

Fine Payment & Traffic Violations: shipped screen
Fine Payment & Traffic Violations: shipped screen

06

Outcome · 3 months post-launch

The numbers moved.

  • AUTH FRICTION−45%

    Auth-step drop-off

  • TIME-ON-TASK−57%

    Median time to first payment

  • DEFLECTION−34%

    Call-centre volume

* Indicative - pending publication of post-launch dashboard.

07

Reflection

The highest-leverage UX decision in a payment flow happens before the payment screen.

UAEPASS-first unblocked everything downstream - pre-filled identity, trust, mobile parity, conversion.

Process artifacts
  • Service blueprint
  • Auth flow diagram
  • 7-flow architecture
  • Component library

Next case study

03 · DUBAI POLICE

Police Clearance Certificate Service