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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


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

My Role

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

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 business buy-in from the company, we gathered all of our research (from direct user feedback, our internal customer support department, interviews with transit agency customer support representatives, shifts in design best practices, improvement wish lists from designers and developers) and started the wireframing, testing, and iteration cycle.

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 clients to present our process, what to expect with the latest version, cushioning the blow of slightly less customization with a much stronger, reliable codebase that will dramatically reduce the amount of bug tickets and transit rider 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

Portland, OR

Open to Relocate

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© 2024 by Shannon Hauff

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