TAW-SEEL Government at Your Doorstep

TAW-SEEL started from a simple question: why should a customer have to come to the government, when the government could come to the customer? For the Ministry of Human Resources and Emiratisation, the answer became the UAE's first on-demand mobile government service, often described as an Uber model for public services. A customer books a service, and a fully equipped Ministry vehicle arrives at their home or business at the time they choose.

As project manager and brand lead, I took TAW-SEEL from concept to national rollout. That meant shaping the service itself, building the brand identity that customers would see on every vehicle and every touchpoint, and coordinating the launch so the service worked as one experience from the first booking to the finished transaction.

The service was presented at the UAE Government Annual Meetings in November 2018, where His Highness Sheikh Mohammed bin Rashid Al Maktoum and His Highness Sheikh Mohamed bin Zayed Al Nahyan were briefed on the new model of government services from inside a TAW-SEEL vehicle.

The operating promise was clear and measurable: a vehicle at the customer's chosen location within 15 minutes of a request, with an average transaction time of around 10 minutes, and no charge for the visit. The fleet was deployed across the country, with 70% of vehicles serving Abu Dhabi and Dubai and the rest covering the other emirates, and by the end of 2020 it had grown to 450 vehicles.