Dubai RTA expands smart services with two hybrid happiness centres
97 services now available across digital and traditional customer platforms
DUBAI’s Roads and Transport Authority (RTA) has officially reopened its Customer Happiness Centres in Umm Ramool and Al Barsha after comprehensive redevelopment works.
The transformation marks their conversion into hybrid centres that blend digital automation with personalised customer support.
The initiative forms part of the RTA’s strategy to align with the UAE Digital Government Strategy and Dubai Government’s “Services 360” vision. By combining smart kiosks, mobile applications, and fully automated platforms with dedicated service advisors for specific groups, the centres aim to elevate customer happiness while meeting the city’s broader smart governance goals.
Mattar Al Tayer, Director General and Chairman of the Board of Executive Directors of the RTA, said the move reinforces Dubai’s vision to become the world’s smartest city. He highlighted the authority’s commitment to digital adoption, artificial intelligence integration, and enhanced customer experience in line with the directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum and His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum.
What do the hybrid centres offer?
The redeveloped centres provide residents with a wider range of services than before. Service availability has grown from 72 to 97 options, covering everything from licence renewals to vehicle registration. The integration of AI-driven platforms ensures faster processing, improved accuracy, and greater accessibility.
At the Umm Ramool branch, which now operates 24/7, the redevelopment has already led to an increase in customers outside traditional hours. More than 1,350 residents used the centre monthly after hours, with overall footfall rising by 25% in the second quarter of 2025 compared with the first. The centre is projected to handle more than 100,000 transactions by year-end, up from 84,000 in 2024.
Digital services are complemented by private platforms for residents requiring in-person guidance. These advisors are trained to address the needs of different customer groups, ensuring inclusivity and ease of access.
Designed for comfort
The interior design of both Umm Ramool and Al Barsha centres is inspired by natural elements, creating a calming atmosphere throughout the customer journey. The design blends functionality with comfort, ensuring smooth navigation across service areas.
Sustainability is also central to the redevelopment. Architectural concepts prioritise efficient energy use and seamless integration of digital and physical touchpoints. A unified look across service delivery channels further simplifies the process for residents, while inclusivity remains a guiding principle for all upgrades.
When will other centres transform?
The RTA has already converted its Customer Happiness Centres in Al Twar, Al Kifaf, and Al Manara into fully smart centres, with Deira’s centre scheduled for hybrid redevelopment in 2026.
The move signals a long-term plan to standardise customer experience across Dubai, ensuring both physical and digital access remain integrated, efficient, and customer-focused.
As Dubai advances towards the “Services 360” model, residents can expect more hybrid and smart centres to emerge, further embedding digital transformation into everyday services.