Hi! Click one of our member below to chat on WhatsApp
Public services under Vision 2030 are not websites. They are proof of execution. Every login, form, and confirmation is a signal of competence to citizens, residents, investors, and regulators. Your digital team’s job is to make that signal unmistakable.
Below is a field guide you can hand to product, design, and engineering today. No slogans. Just the structures that make services work at scale.
What the service is, who it is for, what documents are needed, the typical time to finish, and the exact next step.
Citizens move between devices, locations, and network conditions. Progress and uploaded documents must persist.
National single sign-on, government payment rails (for example SADAD, Mada) and live status tracking with clear timestamps.
Type pairs that match weight and rhythm, components sized for right-to-left and left-to-right, shared glossary, and tone rules.
Name the issue, show the fix, keep data intact, and offer a human route when confidence is low.
If a first-time user cannot tell cost, documents, and time to finish in under one minute, the service is not ready.
| Section | Answers | Why it matters |
|---|---|---|
| Eligibility | Who can use this, prerequisites, regional limits | Prevents wasted attempts |
| Documents | Exact files, size and format, examples | Reduces upload friction |
| Fees | One-time and recurring, payment methods | Prevents surprises and abandonment |
| Steps | Numbered list with time estimate per step | Sets expectation and confidence |
| Status rules | What each status means and who updates it | Ends guesswork and tickets |
| Appeals and help | How to escalate, timelines, contact channels | Protects trust when things fail |
Make this the first tab on every service page. Keep it identical in Arabic and English.
each component documents its purpose and allowed wording (guide, confirm, warn, apologize).
Arabic and Latin families matched by weight and rhythm to avoid layout breaks.
a voice matrix for announce, explain, apologize, and guide, with approved examples in both languages.
each visualization carries a one-line takeaway and source.
colors, sizes, labels, focus order, keyboard paths, alt text, transcripts.
explain why data is requested, where it is stored, and for how long.
log who changed what and when. Make it reviewable.
publish rules in plain language and keep a version history.
last login, sessions list, and quick revoke for devices.
national address, identity verification, permits, payments. Hide the plumbing, not the outcome.
Human means culturally precise, not just grammatically correct.
| Area | Metric | Target idea |
|---|---|---|
| Access | Time to first input on mobile | Under two seconds on 4G |
| Completion | Task success rate for first-time users | Above 80 percent on priority services |
| Speed | Time to certificate or permit | Trending down each release |
| Recovery | Error to success conversion | Above 60 percent recoveries |
| Support | Contacts per 1,000 sessions | Down, satisfaction stable or up |
| Trust | Refund time and dispute resolution time | Within published SLA |
| Parity | EN vs AR satisfaction gap | Less than 10 percent difference |
| Adoption | Digital vs counter usage | Digital share rising quarter on quarter |
Do not celebrate page views. Celebrate completed services.
Score yes or no. If you cannot say yes, fix it before you ship.
| Do | Do not |
|---|---|
| Lead with eligibility, documents, cost, and time | Hide requirements behind a login |
| Prefill from state records where allowed | Ask citizens to retype known data |
| Publish SLAs and meet them | Use vague “in progress” statuses |
| Design Arabic and English together | Translate at the end and hope it fits |
| Treat accessibility and speed as features | Leave performance to the last sprint |
| Give clear appeals and human routes | Trap users in loops without help |
Pick two priority services. Publish the service map, agree the KPI targets, approve voice rules and glossary.
Refactor start page, forms, uploads, payments, and status using the patterns above. Wire analytics to journey events. Run accessibility checks.
Release to a segment. Track completion and recovery daily. Fix friction. Document patterns in the design system. Roll out to all users.
Two gates only: strategy gate after alignment, release gate before launch.
If you want a bilingual, high-completion experience that aligns with national goals and holds up under real traffic, Spark can help. We design service systems that citizens trust and teams can run.
No. Fix eligibility, documents, fees, and status first. Identity should express working service, not distract from gaps.
Prioritize time to first input, light pages, offline saves for documents, and graceful retries. Show progress clearly so users feel respected.
Not always. Responsive web plus national single sign-on can cover most needs. Build an app when frequent, high-value tasks justify it.
Add save and resume, publish the service map, cut fields through prefill, and rewrite error states. These four moves shift outcomes quickly.
