Work completed whilst at Tangerine for reimaging of public transportation with Abu Dhabi Dhabi Mobility.
A seamless, intuitive booking flow with smart suggestions, saved preferences, and one-tap checkout for a fast, frictionless reservation experience.
Clean, Modern UI
Smart location Suggestions
Streamlined checkouts
Live Map Tracking
Delay Alerts
Speed & Distance Insights
Elevated User Journey
A thoughtfully crafted end-to-end journey built on seamless orchestration, personalization, and anticipation of user needs, ensuring luxury and ease at every touchpoint.
Anticipatory Service
Luxury isn’t just about comfort, it’s about effortlessness
Luxury coach travelers expect more than plush seating and premium amenities—they seek a seamless, stress-free journey from booking to arrival. Every interaction should reinforce exclusivity, from intuitive seat selection to effortless boarding.
👉 Example:
A first-class airline passenger doesn’t worry about logistics; their experience is curated. A luxury coach service should mirror that level of convenience, offering concierge-like digital booking, real-time trip updates, and personalized in-route services.
Premium passengers in the UAE demand personalization, not just prestige
Customers in the UAE aren’t just looking for luxury—they expect tailored experiences. Cultural preferences, premium hospitality standards, and multilingual support all play a role in shaping expectations.
👉 Example:
A high-net-worth traveler might expect an AI-powered assistant that remembers their preferred seating, beverage choices, and even preferred cabin temperature. Offering an ultra-personalized experience elevates the service beyond standard luxury.
Operational transparency is essential for alleviating friction.
High-end travelers expect real-time updates at every stage of their journey. Delays, estimated arrival times, and alternative routes must be surfaced proactively to eliminate uncertainty.
Measuring response
To validate the concept and usability of the service, we conducted a small-scale UX research study with 10 participants. Each participant interacted with a conceptual prototype, simulating key touchpoints such as booking, add-ons, concierge services, and onboard experiences.
We focused on qualitative feedback through task-based usability tests and semi-structured interviews, measuring:
Outcome
A data-driven evaluation of the early-stage prototype, balancing user needs with business objectives to refine the service offering and digital experience.
Desirability & Adoption
said they would consider using this service over a standard coach, particularly for business or leisure trips where comfort matters.
Usability & Intuitiveness
found the digital prototype intuitive and clear
Top rated features
Pamper Mode perks
(welcome drink, pre-booked gourmet meals)
AI Concierge integration
(booking taxis, managing travel services)
Productive Mode features
(bookable workspaces, desktables, WiFi)
Areas of Improvement
Pricing transparency
Users wanted clearer tiered pricing for premium services vs. standard offerings.
Concierge expectations varied
Some users expected a more proactive experience with automated recommendations rather than manual input.
Importance of non essential features
There was varying willingness to pay for the features offered - Social Mode for group travel and onboard entertainment options were considered non essential.
