Where human behaviour
meets design. 

We’re Digital of Things. A UX/UI agency in Dubai.

VIEW OUR WORK >

A better customer experience means better business.

It can be tough out there for businesses these days. But it doesn’t have to be. Whether a business succeeds or falls flat, comes down to the details.

Customer experience is the details, and understanding human behaviour is at the core.

That’s where we come in.

As  award-winning user experience experts in Dubai,
we understand people in the region.

Love what you see? We’ve got more.

OUR UX & UI SERVICES >

Research with your customers in our usability lab.

Our high-tech user testing lab has world-class analytical features, including facial expression analysis and eye tracking, to help understand user behaviour. The lab has a comfortable living room atmosphere so testers feel at home, ensuring reliable results from user research.

Test devices
Laptop
Cameras
Microphones
Mobile device
stand
Eye Tracking
Servers
Digital of Things - in-house lab
  • ceiling microphone array
    ceiling microphone with
    superior audio pick up
  • Blue snowball
    classic studio quality
    usb microphone
  • Mobile
    Testing device to be
    placed here
  • Desktop/Laptop
    Mirroring device to showcase the
    test in progress
  • Cameras
    Ceiling cameras with 360
    degree view
  • Mobile device stand
    Optimized for different devices
    and setups
  • Eye tracker
    Device to create visual
    heatmap
  • Servers
    Voice and image recording
    storage platform
EXPLORE OUR LAB >

We’re experts in UX design and user research.

Digital of Things - DOT Score - all-in-one UX metric and scoring system

Evaluate your experience.

Want to see how the UX of your digital product measures up? We built an all-in-one evaluation and scoring system just for that - the DOT Score.

Just share with us the details of your website or app, and we’ll reach out to you to help you generate a score.

EXPLORE DOT score >

Digital of Things - A better customer experience.

Understand your users.

Customer experience is the details, and understanding human behaviour is at the core.

Your customers are unique. We can help you understand their needs, wants and behaviours through a variety of user research techniques.

EXPLORE USER RESEARCH >

We offer a range of services to deliver user-centric solutions for your business.

Work that makes an impact.

Digital of Things - UX UI Research case studyPostpayFinTech UX and UI design

Postpay

FinTech UX and UI design
Digital of Things - UX UI Research case studyGlobal VillageRevamp website and app design, UX and UI design

Global Village

Revamp website and app design, UX and UI design
Digital of Things - UX UI Research case studyUAE Pro LeagueMobile app and website redesign

UAE Pro League

Mobile app and website redesign
Digital of Things - UX UI Research case studyAtlantisUX and UI solution - AI

Atlantis

UX and UI solution - AI
VIEW MORE WORK >

Awards and accolades.

Digital of Things awards and accolades
Digital of Things awards and accolades
Digital of Things awards and accolades
Digital of Things awards and accolades

Happy clients, big and small.

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Digital of Things Client listDigital of Things
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Digital of Things Client listDigital of Things
Digital of Things client testimonial
Tamer

Josh, Fatafeat

Head of Product and Data

Professional, efficient and top quality execution. DOT has been instrumental to the product development of our local digital products. Experts in their craft and professional in their approach, they have always gone over and above to deliver on time and on budget.

Digital of Things client testimonial
Tamer

Tamer, Al-Futtaim

Product Management Leader

I worked with Digital of Things on a few projects. They always came through and have really excelled at showing their value and experience. I enjoy working with the team. I never felt they were external. I always thought of them as part of the internal team. They excite well and on time.

Digital of Things client testimonial
Tamer

Joaquín, Renacen

COO

We worked with Digital of Things on a rather innovative project where users needed to test 2 different environments. The final report was very useful, with clear and insightful information, the team at Digital of Things is really awesome to work with. I totally recommend them!

Digital of Things client testimonial
Tamer

Afzal, UAE Pro League

IT Manager

Thank you very much for the designs. If there is anything I will let you know. On the other note, The experience of meeting and working with DOT was really superb. I am sure that we can keep giving DOT reasons to be proud of this relationship.

Digital of Things client testimonial
Tamer

Deana, RSA

Head of Direct Channels

Decision to work with Digital of Things has proven to be an eye opener, we quickly got to understand where are the customer experience gaps, their pain points and how the customers exactly interact with our website. We gained detailed and documented steps to improve our customer experience.

Digital of Things client testimonial
Tamer

Tariq, Postpay

Founder & CEO

We engaged in a comprehensive UI/UX project with DoT and really strongly recommend them. They have a deep understanding and expertise in UX which is unsurpassed in the region. Any business that takes their UI/UX seriously should definitely reach out to Digital of Things!

Digital of Things client testimonial
Tamer

Amanda, Mashreq Bank

Vice President, Expertise Lead UX

DoT were able to quickly adapt their service and capabilities to offer us a remote user testing service. DoT were thoroughly professional throughout the service engagement and we look forward to working with them again in the near future.

Digital of Things client testimonial
Tamer

Dorota, Liquid Retail

Ecommerce Manager

I am totally amazed by the professionalism and culture of Digital of Things. Not only they are expert in research, they are also great to work with: flexible, responsive, open minded, always digging deeper to fully understand client’s need. Strongly recommend them.

Digital of Things client testimonial
Tamer

Rami, Kanzi

Founder

Digital Of Things is one of the most professional UX/UI agencies in the region! They have an amazing team of talented individuals who are always happy to go the extra mile to make sure your business objectives are met. DOT was more of a partner and a UX trusted advisor to us.

Digital of Things client testimonial
Tamer

Maddy, Deliveroo

User Research Coordinator

Working with Digital of Things has been an absolute pleasure. They are quick to respond, flexible, and know what they are doing. You don't worry about language barriers and miscommunication. I feel as if we have worked together for years as they know exactly what we are looking for.

Digital of Things client testimonial
Tamer

Avantika, Citymax

Omni-Channel Digital Marketing Manager

Had a great experience working with DOT. Extremely well informed and professional team with expertise in the UX/ UI field. They are flexible as well and happy to work within constraints of the brand. Would definitely recommend them.

Digital of Things client testimonial
Tamer

Sally, Bio Agency

Head of Delivery and Operations

We found Digital of Things to be excellent partners. They delivered excellent observational outputs allowing us to enhance our product and move confidently to development phase. We will definitely be seeking their help on future projects in the region.

VIEW ALL CLIENTS  >

We don’t just speak Arabic, we know عربي.

We specialise in:

  • Arabic research
  • Coordinating international research through partnerships
  • Arabic-friendly design and content

Yalla, GET IN TOUCH >

Digital of Things - We don’t just speak Arabic, we know Arabic.

Latest blogs & white papers.

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Good UI doesn’t necessarily equal good UX!

11/7/2021

A major shift in the digital landscape is happening and an increasing number of companies are focusing on their users’ digital experiences.

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The importance of microinteractions.

11/7/2021

When was the last time you downloaded a song? Did you excitedly watch the status of your download while you waited? That progress indicator you were watching was a microinteraction, my friend! As you may already know, with great user experience and user interface design “the devil is in the details.” You can’t have an amazing digital experience if the details aren’t thought through and executed well. If microinteractions are designed successfully, they make a mediocre experience great, memorable and leave users wanting to return.

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Creating a memorable user experience - 10 UX principles.

11/7/2021

People often ask "what does good UX look like?". More often than not, people argue it’s how it looks, especially in the Gulf region which is not as digitally mature. Other people say it’s how it works, which is partly true, but again, not the right answer. Yes, design and functionality are important, but we're here to let you in on a little secret: good UX is about how it makes you FEEL.

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UX Principle #1 - Make it user-centric by matching the real world.

11/7/2021

In case you missed it, yesterday we touched on the importance of giving your customers a memorable experience by reducing cognitive load and making the experience user-centric. Today we’ll show you how to make it user-centric by matching the real world - one of the key UX principles.

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UX Principle #2 - Make it user-centric through personalisation.

11/7/2021

In case you missed it, yesterday we demonstrated the importance of presenting your content in a natural and logical order, using words and phrases your customers understand. Today’s blog post is all about making it user-centric through personalisation.

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UX Principle #3 - Minimalist design and aesthetics.

11/7/2021

In case you missed it, yesterday we explored personalisation and showed the value of getting your users to set their preferences early on so you can make better, personalised recommendations. Today, the great debate. Minimalist design and aesthetics.

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UX Principle #4 - Status and feedback. Reduce cognitive load by keeping users updated.

11/7/2021

In case you missed it, yesterday we talked about how a website with a clean and simple design works really well if you’re selling a product concept.

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UX Principle #5 - Automate, automate, automate!

11/7/2021

In case you missed it, last time we talked about the importance of keeping your users updated and using microinteractions to indicate when a task has been registered or completed.

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UX Principle #6 - Recognition over recall.

11/7/2021

In case you missed it, yesterday we discussed the importance of automating behind the scenes to reduce effort for your customers.

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UX Principle #7 - Reduce cognitive load through error prevention.

11/7/2021

In case you missed it, yesterday's post was all about recognition over recall - don't make your users do all the work, take an educated guess instead. Today we’re looking at how you can prevent a user error before it happens. This one is short and sweet!

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UX Principle #8 - Flexibility and efficiency.

11/7/2021

In case you missed it, yesterday we talked about the importance of showing errors up front. Today, efficiency and flexibility.

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UX Principle #9 - Consistency, clarity and standards.

11/7/2021

In case you missed it, yesterday on the blog we talked about why you need to think about all customer intents in order to make the experience efficient and flexible for the user. Today, we’re discussing consistency, clarity and standards. Let’s look at them one by one.

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UX Principle #10 - User control and freedom.

11/7/2021

In case you missed it, last week on the blog we talked about consistency, clarity and standards. Today, last but not least, UX Principle #10 - User control and freedom!

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How much does psychology play a part in UX?

11/7/2021

Take a quick moment and think about the last time you were on a social networking site like Instagram or Facebook. Does anything stick out about that experience? I bet you aren’t able to recall more than half of what you saw. These days, between catchy article headlines, product placements, advertisements and aesthetically pleasing images and designs, we have millions of different things fighting for our attention.

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Evolution of UX in the UAE

11/7/2021

Rumour has it that by 2020, customer experience will overtake price and product quality as the key brand differentiator. In a time of increased competition, shorter attention spans, and most things available at the touch of a button, this makes a lot of sense.

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Crossing the Cultural Barrier - 4 key takeaways.

11/7/2021

The UAE is one of the most culturally diverse countries in the world. With over 200 nationalities and various cultural differences at play, how do you understand your customers and design a UX strategy to meet their growing expectations?

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Understanding the importance of a mobile-first approach.

11/7/2021

Think about the last few websites you visited. There’s a high probability that a good number ofthese visits were made using a mobile device. If this rings true, you’re definitely not alone (anddon’t worry - we’re not here to judge you on your possible mobile phone addiction).

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In today’s growing culture of impatience, efficiency is key

11/7/2021

When designing User Experience (UX), there are a number of heuristics UX-ers need to consider. Design and UI always feature as high priority and you see many websites with cool looking features, from parallax scrolling, full bleed images, and subtle animations, wide image shots etc. Sure, these all play a big part in the overall experience, but sometimes, users just want to be able to complete a task as quickly as possible. A key UX principle, which unfortunately is sometimes overlooked, is efficiency.

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Designing great mobile experiences can be the 'make it or break it' factor in user retention.

1/7/2021

Mobile devices are small but mighty. In the last decade, mobile devices have evolved to such an advanced state, there are stacks of capabilities no one could have imagined just 20 years ago. These handheld devices can instantly do tasks that used to require huge computers.

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Why is mobile conversion lower than desktop conversion and does this have to be the case?

1/7/2021

Mobile devices are constantly getting faster, more advanced and being built with more capabilities. Subsequently, this has resulted in a wide-spread mobile-first approach to browsing online. In a world of targeted ads and endless options, it’s no wonder people do a lot of browsing on their mobile devices.

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Why is it that some badly designed websites still do amazingly well?

1/7/2021

Take a look at this image. It is from Lingscars.com in the UK. Surprisingly, the website is very popular!

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Chatbots — who’s doing it well, and how are they doing it?

1/7/2021

While chatbots are relatively new, you might not know them as you do today without Alan Turing’s famous Turing Test, established way back in 1950. If you’re not familiar with the Turing Test, it’s a test of a machine’s ability to exhibit intelligent behaviour comparable to, or indistinguishable from, that of a human. With its creation, Alan Turing unknowingly established the foundation for chatbots. Cool right?

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Shopping cart abandonment. The struggle is real.

1/7/2021

The e-commerce space is growing, along with its complications. Consumers continue to shift their spending and purchasing habits in order to reap the benefits of e-commerce, including the convenience of receiving products straight to their door, saving time by not having to visit a store, and finding products quickly and more easily than in-store. It’s an exciting time to be a retailer in the e-commerce space!

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UX Shift: Giving UAE customers what they want in 2020...

1/7/2021

2019 has been a good year here at Digital of Things. We had over 400 participants get involved in different forms of user research at our lab in Dubai. Based on that data, we uncovered many useful insights – but one aspect caught our eye – which was that regionally, people are hungry for digitalisation, but the unpleasant & sometimes non-existent user experience drives them to use traditional, more familiar channels like phone calls.

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State of digital accessibility in the UAE

1/7/2021

Throughout the region digital accessibility is changing year after year. As accessibility gains in popularity, many challenges are brought to light on the existing ‘accessibility condition’ here in the region.

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Local Talent Must Evolve To Fuel Dubai’s Growing Digital Economy

1/7/2021

Having punched above its weight to emerge as the region’s tourism and financial hub, Dubai aims to diversify its economy further and establish itself as the GCC’s center for innovation.

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Your go to guide for hitch-free eye-tracking studies

1/7/2021

Eye-tracking and eye-tracking studies have been commercially used since the late 1990s, but it’s origins can be traced back to the 1800’s when ophthalmologists conducted various studies on how humans read and interpret text.

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How to avoid cognitive bias in research & design.

30/6/2021

As designers and researchers, we fight our biases each day at work to be more efficient and effective in our approach to research and design. It’s important to ensure that the way data is collected along with the data itself is not impaired by an ignorance of cognitive biases, in order to provide meaningful value to our clients and customers. Being ‘blissfully unaware’ is no longer an excuse when it comes to conducting interviews and asking questions.

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Overcome the dark side of UX (Part 1)

30/6/2021

I personally love the Star Wars films for it’s creativity and storyline and decided to use it as a reference in this upcoming 3 part series which will explain and outline the existing dark patterns in the UX industry and give guidelines on how to overcome and/or avoid these dark forces.

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Overcome the dark side of UX (part 2)

30/6/2021

In the first part of this series, I discussed what the three types of dark patterns are (click here if you have yet to read part 1). As the first post in this series was fittingly released on Star Wars day, I used the Star Wars storyline as a reference which will continue throughout the remainder of the series.

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Overcome the dark side of UX (part 3)

30/6/2021

Welcome to the last part of the series where I've taken you on trips to galaxies far far away in the Star Wars universe. The fictional characters you’ve met along the way serve as a reference to resonate with as we unveiled the dark forces of UX that exist in our world.

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How the UX of food delivery apps in UAE measure up

16/6/2021

The recipe to delivering an incredible food delivery app. With a huge convenience culture in the UAE and a relatively young population from all over the world, with one of the highest smartphone penetrations, it's no wonder customers are demanding seamless, efficient experiences from brands. This, coupled with the pandemic, has given rise to many on-demand apps in the last few years, especially in the food delivery sector.

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UX Shift: Adapting to the changing environment in 2021.

13/4/2021

When the year 2020 began, it was looking like a promising year for digital growth. We never anticipated that it will be a year of digital boom.

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