RTA E-Bank_
The rail & transport authority of the UAE was ready to capitalize on its massive user base by entering into the mobile wallet space, but how would they change the perception of tech savvy users who knew them only as a transportation provider...
We worked closely with the board to carefully craft a campaign that would stay true to the ideals of reliability & trust the RTA had established but create the image of being a leader in financial innovation.
Product Design & User Experience
The product allowed a user to pay for all of the expenses they would incur on their daily commute, not just for transportation but for food, entertainment, & utilities.
Competitive Advantage
The RTA has the user base & momentum to become the WeChat of the UAE. We researched relevant wallets to understand how to capitalize on the RTA's most pivotal advantage when launching a financial application: the trust they had already established.
