Link: Apple AppStore and Google Play Store
Skånetrafiken Mobile App
Build a new application for the local public transport system, to support a new ticketing system and be more user centric
Role
UX Designer
Skills
UX design, Prototyping, User testing
Platform
iOS and Android
Year
2017
The Challenge
In the region of Skåne, every day nearly 500 000 travel journeys are done, making it one of the most heavily trafficked regions in Sweden.
Despite the numbers, the ambition was to further increase public transport usage by 40% (of all motorized trips) by 2030 by rethinking the ticketing system and building a solid digital companion to any journey.
As we know, the global pandemic impacted the vision in a way that was impossible to predict – however, the trend has still shown and increase of public transport usage
By shifting the mental model, we had travelers rely on the technology to help and guide them through the most optimal route
According to internal research done prior to starting to build the applications, travelers in Skåne used to search for a travel route based on bus and train stops they are familiar with. This causes them to not necessarily take the best alternative, especially when traffic disturbances are happening.
By shifting the mental model, we had travelers rely on the technology to help and guide them through the most optimal route, taking into account disturbances, transport method changes and tickets purchase
Skånetrafiken invested heavily in creating an environment where the products had a user centric approach. Located in Malmö Central station offices, we built a process where we made sure to user test on every sprint.
We tested with ideas in the shape of paper sketches, digital prototypes, open interviews and final implementation to make sure we were building the right thing with just enough effort.
Building the right thing with just enough effort
What we learned
The app was released in March 2017 with good reception and is continuously developed based on ongoing user validation.
A year after launch, the app had 190 000 users and 1/3 of monthly cards purchases.
The customer satisfaction score saw an increase of 17 points, from 60% to 77%.
