Working on a website for 4 years means you have an opportunity to evolve experience, usability and feature list to deliver value for an organisation. This is the value I have delivered for DHCC with the help of technology partners within and without the organisation.

1. Website dhcc.ae Evolution
A look into my work on the dhcc.ae web asset

2. Background on Dubai Healthcare City
The destination of world-class Healthcare
Dubai Healthcare City (DHCC) is a free zone committed to creating a
health and wellness destination.
Since its launch in 2002 by His Highness Sheikh Mohammed Bin Rashid Al
Maktoum, Vice-President and Prime Minister of the UAE and Ruler of
Dubai, the free zone has worked towards its vision to become an
internationally recognized location of choice for quality healthcare and
an integrated center of excellence for clinical and wellness services,
medical education and research.
Located in the heart of Dubai, the world’s largest healthcare free zone
comprises two phases. Phase 1, dedicated to healthcare and medical
education, occupies 4.1 million square feet in Oud Metha, and Phase 2,
which is dedicated to wellness, occupies 22 million square feet in Al
Jadaf, overlooking the historic Dubai Creek.
The free zone is governed by the Dubai Healthcare City Authority (DHCA) and regulated by the independent regulatory arm, Dubai
Healthcare City Authority – Regulation (DHCR), whose quality standards are accredited by the International Society for Quality in
Healthcare (ISQua).
DHCC is also home to academic institution the Mohammed Bin Rashid University of Medicine and Health Sciences, part of the
Mohammed Bin Rashid Academic Medical Center. The free zone’s integrated environment provides leverage for potential partners
to set up operations to promote health and wellness.

3. History
2003
First iteration
Part of Dubai Development
and investments Authority

4. History
2006

5. History
2010 – 2012
Departure from Tatweer
Move to Tecom
*partial Arabic added in 2011

6. History
2012
• Departure from Tecom
• Full featured Arabic site
launched

7. The Challenge
My challenge was to evolve the dhcc.ae website to a
destination portal catering for a reinvigorated company
operating structure that delivers;
- A vibrant health & wellness community of service
providers
- A dedicated healthcare education academic center
- An independent and internationally awarded
regulatory body.
While doing that I needed to deliver a measurable
customer experience focusing on the business
verticals. This was measurable with interactions on the
website with other digital marketing tools I launched
(email newsletter, social media integration, smart
applications)

8. New development
2014
• Full featured
community portal
• New website featured
added:
– Activities
calendar
– News & press
updates
– Product call to
actions
– Interactive
virtual tour of
the MBR-AMC*
*Mohammed Bin Rashid
Academic Medical Centre;
the projects prestige
building.

9. What is the user experience
10
Filter page
Landing page Information
selection
(macro)
Information level 1
(micro) / filtering
Information level 2 (micro) /
optional
Level 1 Level 2
Level
2.1
Level
2.2
Level 3Level 0
Clinic / Doctor profile /
Downloadable
documents
What info do I want
User looking for
something specific
This is
what I
want
Shifting to a portal focus with multi user group features required a
clear universal flow of navigation.

10. What is on the landing page
11
Main
Navigation
SearchSocial Media links
Metro Banner
Links
Press releases
ticker
Events ticker
Website Call
to action
Clinical + Non
Clinical database
lookup
Call in number

11. Evolution 2016
2016
• Refreshed to
correspond with
DHCC’s first mass
advertising campaign
Scroll down
Scroll down

12. What is on the landing page
13
Main
Navigation
SearchSocial Media links
Call-to-action
Banner
Press releases
ticker
Social media
feed
Clinical + Non
Clinical database
lookup
Landing
visible area
Upcoming events
ticker
Sub sections
Call to action