Tahaluf
A corporate site that lets government buyers shortlist fast.
Tahaluf sells 32 products to government. Evaluators have to find the right one, trust it and defend the choice, fast.
Two ways in: by solution area and by industry. Proof on every page: clients, numbers, cases, certifications.
A corporate website redesign for desktop and mobile: home, product catalogue, product pages, Maestro Blocks, services, about, news.
- What we did
- UX research
- UX/UI design
- Web + mobile
- Sector
- Govtech
- Market
- Abu Dhabi · UAE
- Platform
- Corporate website
The insight
Evaluators shortlist alone
Government buyers are under pressure, and read before they call.
- 100%of UAE federal services to be digital end to endu.ae · Digital Government Strategy
- 13bnAED in Abu Dhabi’s digital strategy, 2025–2027DGE via CIO.com, Jan 2025
- 61%of B2B buyers prefer a rep-free experienceGartner, Jun 2025
Who it’s for
Who reads before they call
Primary persona
Transformation lead
Has a national target and a committee to convince.
Leads a digital or AI programme · federal or local entity
Needs a vendor choice they can defend.
Synthesised from research, not a quote
Goals
- Find a proven local product for the mandate
- Build a defensible shortlist
- Get to a demo quickly
Frustrations
- Vague product descriptions
- Hard to compare vendors like for like
- Compliance gaps found late
Behaviours
- Researches vendors alone before calling
- Looks for comparable delivery and references
- Brings technical and procurement in early
What it means for the design
- Industries that mirror national mandates
- One structure for every product page
- Clients, cases and certifications on show
Job to be done
When my entity has to hit a digital or AI target, I want to find a proven local vendor for that exact use case, so I can build a shortlist I can defend to my committee.
Technical evaluator
Procurement or IT; needs specs, certifications and security posture.
ISO certifications, product pages
Enterprise CIO
Wants one partner across several areas.
10 solution areas, services
Proto-personas · built from desk research, competitor review and the design file · assumptions to validate with client data
Customer journey
From target to demo
A transformation lead with a digital target to hit.
| Stage | 01Mandate | 02Search | 03Shortlist | 04Evaluate | 05Engage |
|---|---|---|---|---|---|
| Doing | Gets a digital or AI target | Looks for proven local vendors | Builds a shortlist | Checks specs and references | Books a demo |
| Touchpoints | Strategy targets, events | Search, peers | Catalogue, case studies | Specs, certifications, RFP | Demo, sales team |
| On their mind | What must we deliver, and when? | Who has done this locally? | Which product fits our mandate? | Is it compliant and secure? | Who do I talk to? |
| Feeling | |||||
| Pain points | Pressure to deliver fast | Vague product descriptions | Hard to compare like for like | Compliance gaps found late | Long path to the right person |
| Opportunity → design | Industries mirror national mandates | 32 products by area, with search | One structure for every product | Certifications, clients, cases | “Book a demo” on every page |
Current-state journey · Proto-journey from desk research and the shipped design · to validate with client data
User flow
Find and shortlist
From proof on the home page to a demo request.
- 01Home · proof first
- 02Products by area
- 03Product · Maestro Blocks
- Need delivery too?Yes → seven service lines
- 04About · track record
- Book a demo
Home
Proof before the pitch
Reach, clients and the stack, before the first call to action.
Desktop home · Mobile home
Catalogue
Find the product in seconds
Filter 32 products by area, then open the platform.
Company
One team, seven lines
Services and story, told with real people.
Design decisions
Every choice has a reason
What we chose, and the evidence behind it.
- 01
32 products, browsable by area
61% of B2B buyers prefer a rep-free experience. Evaluators can shortlist on their own.
Gartner, Jun 2025
- 02
Industries as a second way in
Evaluators search by their own mandate: government, borders, mobility, health, education.
Our design rationale
- 03
Case studies and news
About 75% of decision-makers trust thought leadership more than marketing to judge capability.
Edelman/LinkedIn, 2024
- 04
One product page structure
69% of buyers notice when a website and its sales team say different things.
Gartner, Jun 2025
