A digital platform for the future city_NEOM
The challenge:
Provide a holistic response to the most asked question on the search “What is NEOM?”
Establish the single ultimate source of truth for investors, business opportunity seekers and the public to increase awareness and deepen the understanding of “What is NEOM” and clarify any misconceptions and misperceptions.
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Moving audiences from awareness to consideration by providing education, increasing engagement, and establishing credibility.
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Client
Future smart city NEOM
My role
Product UX designer
Team
Project manager
Research team
Design & creative team
Development team
Data team
Time
2022.Apr. - 2023. Aug.
The objective of the platform is to:
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Increase the knowledge and understanding of NEOM and improve perceived credibility and salience for the public.
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Generate a database of potential partners, investors, and community members for follow-up and ongoing engagement.
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Engage users through the immersive experience.
Create measuable experience that we can learn & improve through data collection.
Provide users with past events and credible information in building a future city so that they feel more credible and proceed with the next step.
Understanding phase
To understand the current situation and identify the right problem to solve, the 3 digital audits and analysis types were conducted
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Heuristic analysis: using neuromarketing (a blend of neuroscience and behavioral psychology) and rule-of-thumb knowledge derived from previous experiences
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UX Research: early key findings on experience obtained from the in-depth interviews with b2b and b2c respondents ( collaboration with KANTAR research)
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Content Gap Analysis: A qualitative evaluation of the neom.com content in comparison to other brands/sites that are relatable, focusing on two dimensions (Relevance & Reliability)
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The current site analysis audit was conducted together with CRO team (Conversion rate optimization)
Other than quantitative data, through qualitative ux research (collaboration with KANTAR research) we want to understand the pain point of our target customers.
Measurement & KPIs
Working closely with data experts to define the valuable measurement mechanism to improve the overall experience and simultaneously reach the goal of marketing and specific business KPIs.
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Qualitative heatmap - Hotjar
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Quantitative survey - Hotjar
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Quantitative benchmarking
KPI list
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Increase Unique Visitors by 23%**
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Increase avg. time spent to 2:25 min
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Customer Engagement Metric: Content interactions (Video plays, social widgets, etc.)
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Increase Video View Through Rates by 18%
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Increase scroll depth to an avg 50%
Web Analytics - GA 4/360 & Hotjar
