Experience Abu Dhabi

PROJECT:

DIVISION:

CF.EXPERIENCES

SERVICES:

Experience Design, Platform Design & Development, Product Ownership & Digital Strategy, Scalable Systems Implementation

Experience Design & Platform Development for Abu Dhabi’s Official Tourism Platform

Over the past seven years, a CHOSEN FEW representative collaborated with the Department of Culture and Tourism – Abu Dhabi on multiple experience design initiatives, including acting as product owner during the 2021 relaunch of VisitAbuDhabi.ae.

CHOSEN FEW’s involvement supported the creation of a modern, scalable tourism platform that reflects Abu Dhabi’s global brand, delivers exceptional digital experiences for residents and visitors, and positions the emirate as a world-class destination.

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CHALLENGE

The primary objective of the project was to create a seamless digital product that provided clear, digestible information to inspire and guide users in exploring Abu Dhabi. The challenge was to unify brand, content, and technology into a cohesive platform that elevated the emirate’s identity while meeting global standards of usability and design.

OPPORTUNITY

Our approach blended experience design strategy with robust platform development. We worked with stakeholders to define user needs, map visitor journeys, and translate these into scalable digital solutions. A new design system, reusable components, and decoupled architecture ensured flexibility, while responsive design created harmony across web and mobile without compromising unique journeys.

RESULT

The relaunch delivered a unified tourism platform that strengthened Abu Dhabi’s global brand presence and improved user engagement across channels. Visitors reported easier navigation and deeper connection to the emirate’s offerings. The scalable foundation enabled long-term growth, ensuring the platform could evolve with new content, services, and digital innovations.