Rakez

Background

Ras Al Khaimah Economic Zone (RAKEZ) is one of the UAE’s leading business hubs, providing end-to-end company formation, licensing, and support services for startups, SMEs, and global enterprises. Designed as a one-stop ecosystem, it offers customizable facilities, digital self-service portals, and streamlined government processes to help businesses establish and scale efficiently across 50+ industries. 

Task

Revamping the Ras Al Khaimah Economic Zone landing page requires thorough user research. This will help us understand potential investors’ needs and expectations, so we can create a user-friendly, engaging page that drives conversions.

What is UX Audit

A UX audit is an in-depth evaluation of a website’s user experience and it’s primary purpose is to identify usability issues, areas for improvement, and opportunities to enhance the user journey. For a company like RAKES, which offers business setup services in a premier economic zone, the purpose of a UX audit would be aligned with the company’s goals and target audience (startups, SMEs industrial business).

Usability Heuristics

Developed by Jakob Nielsen in 1994 and published in Nielsen's book Usability Engineering, the Nielsen’s heuristics are the most widely recognised and used usability heuristics for user interface and product design.

Jakob Nielsen's 10 usability heuristics

User Interview Questions

Key Findings

UX Evaluation of Landing Page

Calling out important findings affecting specific section.

Final Recommendation

• Enhance user journey through improved navigation.
  
  

• To highlight our commitment to investor convenience, we should prioritise instant license, business setup consultation and Offers services within the initial screen. This will clearly communicate the value proposition and encourage user engagement.

  
  

• Maintain a cohesive user experience by keeping button styles, text formatting, icons, colors, and overall design consistent throughout the interface.

  
  

• Place an engaging Ras Al Khaimah Economic Zone video prominently above the fold to create a visually appealing and informative first impression."
  
  

• Make the VIRTUAL TOUR prominent and Display relevant data to build trust and credibility with first-time visitors.
  
  

• Meet the Accessibility standard, follow the Web Content Accessibility Guidelines (WCAG).
  
  

• The Chatbot should be expand the same spot.

  
  

• Maintain a cohesive user experience by keeping button styles, text formatting, icons, colors, and overall design consistent throughout the interface.

  
  

• Use less text because people don’t read they scan.

  Add Location and News.

  To improve user experience, remove the search bar from the primary navigation, as it currently lacks robust search capabilities.