Project Overview

• Role: Lead UX/UI & CX Designer
• Services: Customer Experience (CX) Architecture, Mobile App Redesign, Prototyping, Design System
• Industry: Mobility Technology / Transport & Logistics / Smart Cities
• Tools: Figma, Miro, Usability Testing

1. Context & The Challenge

RUBI is an urban mobility platform designed to optimize public and private transit integration, offering users seamless route planning and micro-mobility access.

The Problem:

The original application suffered from high friction during multi-modal route planning and ticketing. Users faced confusing navigation, slow checkout steps for transit passes, and a fragmented customer experience when switching between different transport modes.

Key Pain Points Identified:

• Complex Route Decision-Making: Too many options presented simultaneously without clear visual indicators for arrival time, cost, or convenience.
• Friction in Micro-Payments: Ticket purchasing and digital wallet top-ups required multiple screen transitions, causing delays at transit turnstiles.
• Inconsistent Offline/Real-Time Data: Lack of clear system feedback when real-time GPS data was delayed or disconnected.

2. My Approach & Process

I led the end-to-end CX and UX/UI redesign to transform RUBI into an intuitive, high-speed mobility assistant built for daily commuters.

Phase 1: CX Journey Mapping & User Research

• Conducted field observations and user interviews to map the end-to-end commuter journey from home to destination.
• Identified anxiety triggers during transit transitions (e.g., waiting times, ticket scanning failures, balance shortages).

Phase 2: Information Architecture & Mobile Flows

• Redesigned the primary route planner to prioritize dynamic, card-based trip options sorted by user preference (Fastest, Cheapest, Eco-Friendly).
• Streamlined the ticketing flow into a single-tap QR code generator integrated directly into the home screen.

Phase 3: High-Contrast UI & Accessible Design System

• Built a mobile design system in Figma tailored for outdoor usage, using high-contrast status colors, large touch targets, and clear typographic hierarchy.
• Designed dynamic real-time tracking components with clear visual cues for ETA and service delays.

3. Key Solutions Implemented

• Smart Route Planner: A clean interface that compares multi-modal transit options side-by-side with clear visual breakdowns of time, cost, and transfers.
• One-Tap QR Pass: A persistent digital wallet feature that allows users to scan turnstiles instantly without navigating through complex menus.
• Real-Time Transit Tracker: Live GPS map updates with clear system notifications for service disruptions or platform changes.

4. Impact & Results

• Reduced Task Completion Time: Simplified ticket generation and wallet top-ups, enabling faster transit access.
• Lower Cognitive Friction: Streamlined route options made decision-making significantly faster for daily commuters.
• Unified CX Touchpoints: Successfully aligned digital application features with physical transit interactions.