Ticket Retail
Masabi White Label App for Transport Agencies (2019 - 2023)
My Role
Lead Product Designer of Client Apps
Started as a Senior Product Designer and evolved to a hands on Head of Product Design. Lead Designer (of a 6 Designer team) that evolved the product from a ticket retail only app to a token and account based ticketing client app. I designed and launched several major features.
The Goal
Delivering transport agencies the latest ticketing innovations to revolutionize the passenger experience.
Global Customer Base
Serving passengers in 80 cities around the globe
A Typical Passenger
Behaviours
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Rides public tranportations
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Uses the same route regularly
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Regularly uses smartphone
Main Problems
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The user may need to safely buy tickets while 'on-the-go' as efficiently as possible
Demographic Ranges
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Age: 12 - 80 years old
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Smartphone Tech Profiency: Novice to Expert
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Disabilities: Varies (e.g., None, Visual or hearing impairment, neuro diverse, etc.)
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Social Eco. Background: Low to High Earners
Needs and Goals
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Easy to use app
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To quickly re-purchase previously purchased options
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Occasionally require help planning trips
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May need dark mode for low-light conditions
Understanding our users
We would rely on customer surveys either by guerilla testing, in-app survey forms or even market data from Transport Agencies
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(image shown: the team guerilla testing at Old Street station with 'incentives'. We surveyed people using contactless cards to tap in and out.)
We synthesise the research
We clarify users' needs and pain points through insights gain and then identify opportunities for the design
This leads to ideas
Example shown here of our concept for linking contactless card to an app and then displaying travel history
Designed and then usability tested with Maze
In the next two pages of my portfolio, you will read more about the Design System we use and a case study on Usability Testing.
And finally launch.
Masabi's Customisable White Label App
Leading to Successful Growth for the company
