Roads and Transport Authority (RTA) has concluded its Behavioural Science Awareness Week for Leadership, delivering practical outcomes aimed at strengthening corporate performance, improving service efficiency, and enhancing quality of life across Dubai.
The initiative forms part of RTA’s broader strategy to integrate behavioural science into policymaking and service design, in alignment with the Government of Dubai’s vision to adopt data-driven, evidence-based approaches that improve customer experience and public services.
The week-long programme resulted in the development of more than 27 behavioural use cases, alongside key insights and lessons that were presented during a concluding leadership workshop. These outcomes are expected to inform future RTA projects and support the implementation of sustainable, customer-centric solutions.
Moaza Saeed Al Marri, CEO of the Executive Affairs Sector at RTA, said the initiative reflects the authority’s commitment to embedding behavioural science as a core component of its corporate approach.
“Behavioural science enables a deeper understanding of customer needs and supports the design of more efficient and effective services,” she said. “It contributes to delivering a sustainable positive impact across Dubai’s transport system while enhancing overall quality of life.”
She added that the programme served as a platform for knowledge exchange and capacity building, focusing on translating behavioural theories into actionable initiatives that drive innovation and continuous improvement.
The event brought together international behavioural science experts who conducted interactive sessions, leadership discussions, and practical exercises. These focused on applying behavioural insights to areas such as policy design, promoting positive commuter behaviour, enhancing customer journeys, and improving decision-making processes.
RTA noted that strong leadership engagement and institutional support played a key role in the initiative’s success, reinforcing its position as a leading government entity in adopting global best practices and advancing service excellence.
The programme aligns with Dubai’s broader ambitions to build a smart, sustainable, and people-centric transport ecosystem, leveraging behavioural insights to deliver measurable improvements in both corporate performance and community well-being.
