Project Overview
TAW-SEEL services for those willing to invest in this field including private sector institutions registered at the ministry, UAE nationals, youths job-seekers, university students, pensioners as well as private sector employees, The “TAW-SEEL” customer journey comprises four quick steps that enable the customer to request the service through the smart application or by making a free call to the number 8008585. The vehicle will move immediately on time to the location determined by the customer in presence of a customer-happiness consultant who helps in accomplishing the required service.
A mobile government innovation that redefined accessibility. I led TAW-SEEL from concept to national launch—shaping its design, execution, and impact on public service delivery.
Owner
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Ministry of Human Resources and Emiratisation
My Mission
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To craft brand experiences that speak with purpose, deliver results, and inspire trust across every touchpoint.
My Services
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Project & stakeholder management l Branding
Core Mission
To bridge strategic execution with creative innovation, delivering impactful solutions that enhance public services, elevate brand experiences, and create long-term value across both government and private sectors.
“TAW-SEEL was one of the most challenging and rewarding projects of my career.”
Designing the UAE’s first on-demand government service.
TAW-SEEL wasn’t just a government service—it was a mindset shift. And I’m proud to have helped bring it to life.
When we first began conceptualizing TAW-SEEL at MOHRE, the idea was simple but ambitious—bring labor-related government services directly to people’s doorsteps, using a mobile, on-demand model. My role was to take that vision and make it real—not just in theory, but in execution, branding, technology, and public experience.
I led the project end-to-end—from designing the user flow and digital interface, to developing the branding system for the vehicle fleet, and writing the operational playbooks that service reps still use today. We weren’t just launching a service—we were creating a new standard for how citizens interact with government.
I collaborated closely with developers, service teams, regulators, and vendors to ensure that every touchpoint—from booking to service delivery—felt intuitive, secure, and trustworthy. I even handled the UI for the app, and led the creative direction for how these vehicles looked and felt on the road.
One of the proudest moments of my career was when TAW-SEEL was officially launched by HH Sheikh Mohamed Bin Rashid and HH Sheikh Mohamed Bin Zayed during the UAE Government Annual Meetings. That kind of recognition reminded me that good design and good strategy, when paired with execution, can have a real impact on people’s lives.