How unclear terminology & missing validation blocked UAE PASS linking requests

We evaluated TDRA’s UAE PASS Linking Service to improve findability, clarity, and accessibility for government entities requesting integration.

13 issues (77% Hight Impact)

6 Participants

View Findings ↓

1 week study

Challenge & Context

    • TDRA enables government entities to integrate UAE PASS authentication into their services.

    • Early analytics showed low initiation and incomplete submissions.

    • We assessed the flow from TDRA homepage → service card → UAE PASS login → integration form → review.

Linking Service flow (pre-research).

Research Approach

Methods & Tools Used

Sessions: 30–45 min. N=6 UAE nationals (23–33).

FINDINGS & INSIGHTS

Homepage & Service Catalogue

  • Low-contrast carousel arrows → missed banners.

  • High content density → cognitive overload.

  • Many didn’t know linking could be completed online.

Service Card

  • Download icon beside Start Service lacked meaning; no tooltip.

  • Description too brief (missing eligibility, docs, SLA, contacts).

  • Legacy CAPTCHA after UAE PASS login broke continuity.

Form

  • Mandatory “I hereby” not validated; users clicked Next with no feedback.

  • Reference links opened broken/inconsistent pages.

  • Confusion: Authentication vs Digital Signature vs eSeal.

  • “Integration Channel Name” ambiguous/technical.

Review Page

  • Digital Vault section appeared by default even when not selected.

  • Icons unclear; spacing/hierarchy inconsistent.

QUANTITATIVE & EMOTIONAL RESULTS

FaceReader valence–arousal graph showing users’ emotional fluctuations during the linking process — calm baseline overall (79.7% neutral affect), with visible frustration spikes at validation and terminology steps.
Tobii heatmaps showing users pausing to interpret options.
Testing session

RECOMMENDATIONS (Grouped by Impact Category)

Inline validation and error feedback

P0 — Critical fixes

  • Inline validation + feedback for “I hereby” and mandatory fields.

  • Replace legacy CAPTCHA with modern, post-login verification.

  • Repair + unify all reference-link pages (content & layout).

Clarity and comprehension fixes

P1 — High-value improvements

  • Redesign Service Card: tooltip for download icon; add eligibility, docs, SLA, contacts.

  • Microcopy clarifying Authentication / eSeal / Digital Signature.

  • Simplify “Integration Channel Name”; provide example values.

Accessibility and visual consistency

P2 — UX polish & accessibility

  • Increase carousel contrast; add keyboard focus states.

  • Reduce homepage density; highlight “UAE PASS Linking” in Catalogue search.

  • Clean Review Page: show only selected data; reduce decorative icon noise.

IMPACT & OUTCOMES

Results after recommendations were implemented:

Critical blockers resolved - Form submission path unblocked

Clarity improved - Terminology & Instructions clearer for entities

Accessibility QA checklist created - Focus order, ARIA roles/states

REFLECTION

Small frictions—unclear terminology and missing validation—can block mission-critical integrations. Emotion-assisted analytics (Tobii + Noldus) exposed frustration invisible in logs. Collaboration across TDRA and UAE PASS teams created a shared clarity and accessibility benchmark.

🧰 Tools

Tobii, Noldus

 

👥 Stakeholders

TDRA Digital Services, UAE PASS Program Team

⏱ Duration

1 Week

 

👤 Participants

N=6 (UAE nationals, 23–33)

Supporting Case — UAE PASS: Labeling & Terminology Audit​

This supporting audit focused on the clarity, consistency, and accessibility of UAE PASS terminology used across identity, signature, and authorization steps. The findings directly supported the fixes implemented in the UAE PASS Linking Service study — especially around ambiguous labels, inconsistent EN/AR language, and missing contextual validation.

Ambiguous Labeling

  • “Digital Signature” vs “Authentication” unclear

  • “Integration Channel Name” too technical

  • Violated: Match Between System & Real World

Inconsistent Language Support

  • English/Arabic mismatch across steps

  • Terms not aligned with TDRA guidelines

  • Violated: Consistency & Standards

Missing Contextual Feedback

  • No explanations for required fields

  • No confirmation of correct input

  • Violated: Error Prevention & Help/Documentation

RECOMMENDATIONS

Inline validation and error feedback

P0 — Critical fixes
  • Fix terminology (Authentication vs Signature)
  • Provide validation for mandatory fields

Clarity and comprehension fixes

P1 — High-value improvements
  • Unify EN/AR wording
  • Add contextual field explanations

Accessibility and visual consistency

P2 — UX polish & accessibility
  • Improve icon labels
  • Align steps with TDRA terminology rules

IMPACT

Results after recommendations were implemented:

Clearer terminology for entity users

Consistency across UAE PASS flows improved

Audit findings validated by usability tests

“Next → MOEI - People of Determination Service

Evaluating accessibility and service flow for People of Determination — enhancing usability and trust in digital government

View Case Study