Wasl Mobile App & Self-Service Digital Transformation

Context, Approach & Methodology

Context

Wasl, a leading real estate developer in Dubai, aimed to enhance its digital ecosystem by unifying its diverse digital assets, including three mobile apps, two websites, a chatbot, and an employee portal. The goal was to create a cohesive digital experience that would streamline user interactions, improve operational efficiency, and position Wasl as a digital leader in the real estate sector. To achieve this, we conducted a thorough audit and proposed a strategic digital transformation plan, focusing on user experience, data-driven insights, and cutting-edge technology integration.

Approach

1. Technology Audit

• Conducted extensive testing on Wasl’s digital assets across iOS and Android devices for apps and multiple web browsers for websites.
• Simulated over 30 real-life user scenarios using the Jobs to be Done (JTBD) framework to identify pain points and usability issues.
• Classified identified issues based on severity using a tiered system:
  • L1 Cosmetic Issues: Minor visual discrepancies.
  • L2 Minor Usability Issues: Low-priority usability problems.
  • L3 Major Usability Issues: High-priority problems impacting user experience.
  • L4 Catastrophic Issues: Critical issues requiring immediate resolution.

2. Behavioral Economics Integration

• Identified opportunities to integrate Behavioral Economics (BE) principles to enhance user engagement.
• Recommended strategies such as using social proof to encourage property inquiries and applying choice architecture to simplify decision-making processes.

3. Benchmarking and Strategic Recommendations

• Compared Wasl’s digital offerings with competitors and industry leaders to identify best practices.
• Provided actionable recommendations for quick fixes and strategic enhancements, covering over 200 screens audited.
• Suggested the development of a “super app” to consolidate functionalities, presenting three strategic options:
  • Single Super App: Combining all services into one app.
  • Two Separate Apps: Dividing transactional and management functions.
  • Multiple Specialized Apps: Each app serving a specific function.

Our strategy and digital transformation plan provided Wasl with a clear roadmap to streamline its digital operations. By consolidating digital assets into a unified super app and enhancing data collection and user engagement strategies, Wasl is now poised to deliver exceptional experiences for both customers and employees, while maximizing efficiency and scalability.

The Groundwork

Data Collection and Metrics Framework:

We proposed an AARRR framework for data collection and metrics analysis, which provided a complete picture of user behavior and app performance. Acquisition,Activation, Retention, Referral, Revenue (AARRR): tracking of the user lifecycle to drive targeted improvements.

Digital Roadmap and Organizational Structure:

 We outlined a high-level roadmap utilizing the RICE formula to prioritize initiatives based on Reach, Impact, Confidence, and Effort. A new organizational structure was proposed to streamline operations and align with the digital transformation strategy, ensuring that teams could work efficiently towards Wasl's digital goals.

Wireframe Design and Development:

Following the strategic recommendations, we developed over 500wireframes to demonstrate the envisioned super app's structure and user journey. A narrated 6-minute video was created to walk through the wireframes, showcasing key UX improvements and how BE principles were embedded to enhance customer experience.

The wireframes covered all aspects of Wasl's digital presence, including:

• ‍Homepage and Search Filter: Intuitive design to facilitate easy navigation and efficient search.
• ‍Fully Digitized User Journeys: For freehold, residential leasing, and commercial leasing, ensuring users could follow clear, easy-to-navigate steps.
• ‍Service Enhancements: Including service type selection, amenity bookings,parking selection, NOC requests, and more, all fully digitized for user convenience.
• ‍Key App Features: Such as diverse payment options, a document bank, adding tenants, and feedback gathering mechanisms.‍
• Lands Journey Integration: Complete digitization of the land transaction process, from exploration and inquiry to payment, contract signing, and plot registration.‍
• Simplified Broker Portal: Streamlined design for broker registration ,notifications, unit reservations, and more.

The Results

The strategy and digital transformation plan we provided enabled Wasl to move towards creating a more unified and efficient digital ecosystem. By consolidating their digital assets into a super app and refining their data collection and user engagement strategies, Wasl is now better positioned to deliver exceptional customer and employee experiences while maximizing operational efficiency and scalability.