Mobility Experience
Client Urban Mobility Authority
Role Service Design
End-to-end experience design for a multimodal urban transport service — from app interaction to physical infrastructure and staff training.
Problem Space
Urban commuters were abandoning a new multimodal transit service within 14 days. Exit surveys were inconclusive. The problem was invisible to the service operators.
Discovery
Shadow observation over four weeks revealed a cascade of micro-friction moments: a 40-second app load time during ticket validation; unclear interchanges between bus and metro; staff who didn’t know how to answer app-related questions.
Transformation
We redesigned 23 service touchpoints across digital and physical channels. Retention at 30 days improved by 44%.
Process 
