When Smart Dubai Government received a mandate from His Highness Sheikh Hamdan bin Mohammed to provide all government services on a single platform, the challenge was not only to deliver the digital platform but also to unite government entities to make their services available through a unified hub.
Squad X worked alongside the leadership team at SDG to establish the strategic positioning of the new platform, to motivate and inspire government entities to contribute the resources to achieve the vision of a unified digital service experience for all government services.
The positioning strategy drew on both the benefits to the government entities, and the large-scale efficiency savings to be gained from shifted to a unified approach, as well as the benefits to customers, who, rather than navigating multiple apps or visiting customer service centers, would be able to avail dozens of government services “now.”