How a "Hero" moment increased the recommended product selection by +70%

My Role

Competitive Analysis, UX/UI Design, Prototyping, User Testing, Requirement Writing

Company Context

moovel partners with transit agencies to provide iOS and Android mobile ticketing applications for riders. They also create backend management tools for management and inspection staff.

The Problem

After 4 years of the white label Mobile ticketing application ("Rider App") being live, I had accumulated piles of digital sticky notes of feedback. Combined with an aging codebase, it was finally time for a proper redesign of our most profitable product line for our 5 million users.

The Process

I designed, recruited, and interviewed real people about their experiences with independent work and specifically, health insurance.

Armed with research and precedent, I started sketching ideas. First on paper, then in Figma. I held remote design reviews with peers and stakeholders and continued user testing. During testing, interviewees reported feeling more confident with the recommended plan, responding positively to copy and appreciating the focus of only viewing a single plan. This gave us good signal the design was on track to reach our goals.

The Solution & Outcome

After 3 months of a massive design effort, we delivered a beautiful update to the Mobile ticketing application. The design team toured the country meeting with public transportation clients to present the new design, what they could expect with the latest version, and highlighted the benefits of the new app—a reliable single codebase that would dramatically reduce their support calls, bug tickets, and customer complaints.

In the end, customer support calls went down, app store reviews went from 2.1 to 4.9, and 6 years later is still live. Check out the "LA Mobile" and "Charm Pass" apps on the app store now.