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How an end-to-end redesign made mobile app store ratings climb from 2.1 to 4.9, reduced support calls, and improved relationships with clients

My Role

Management of 3 Product Designers and 2 UX Researchers, Project Planning, Client Presentations, Critique Facilitation, User Interviews, Client Workshops

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

We were eager to redesign the Rider Application for many reasons. Four years of use with 5 million users spread among 15 different public transit agencies yielded valuable qualitative and quantitative data that every designer dreams about. Once we had buy-in from the company, we gathered all of our research– direct user feedback, internal customer support, interviews with transit agency customer support representatives, shifts in design best practices, improvement wish lists from designers and developers–and started wireframing, testing, and iterating.

I led a team of designers through regular design critiques, flow breakdowns, user flows, company wide "Hub" reviews that invited the entire company (including a digital review space for remote employees) to participate, and user interviews.

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.

Let's Work
Together

shannonhauff@gmail.com

509-949-1289
Portland, OR

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© 2024 by Shannon Hauff

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