SL: Travel Your Way
The project aims to integrate the SL app into daily travel, encouraging users to switch from agent-based ticketing to the app, while boosting trust, engagement, and ease of use through innovative design.
Design Process
We completed a full design process starting from research, diving into wireframes with all the gathered data, and a problem statement, then visualizing all the ideas as the last step.
User Research
We focused on understanding user behaviors, preferences, and challenges by conducting surveys, interviews, and observations. This allowed us to gather valuable insights to guide our design decisions and ensure our solutions align with real user needs.
Target Users
Our focus was on everyday commuters navigating post-pandemic routines, think hybrid workers, parents, and occasional riders. They’re tech-aware but value simplicity, often juggling between SL cards, contactless, and third-party apps. Their main goals? Save time, avoid hassle, and feel in control of their travel and expenses.
User Needs
We set out to truly understand our users, beyond assumptions. By combining surveys, interviews, and on-site observations, we uncovered key behaviors, pain points, and motivations around SL's existing ticketing ecosystem.
Through this research, five core user needs emerged. These insights guided every design decision, ensuring the final solution didn't just look good but actually solved real-life problems for real-life people.
Behind the Scenes
From user interviews at busy stations to sticky-note brainstorming sessions, this project was all about collaboration. We worked closely as a team to listen, challenge assumptions, and co-create a solution rooted in real user needs. These snapshots capture the energy, focus, and fun that shaped our design process.
Client Collaboration
During the project, our team had the opportunity to visit SL’s office and present our early concepts directly to their team. We discussed the feasibility, alignment with their long-term goals, and gathered valuable feedback that helped us refine our solution. This direct dialogue with the client made sure our ideas weren’t just creative but also realistic and implementable.
A Smarter Way to Travel
Based on what users truly needed which are flexibility, simplicity, and peace of mind, we designed a modular solution that reimagines the SL experience. From real-time route updates to flexible fare models and effortless ticket management, every feature works together to support how people actually move through their day.
User Testing
To validate our design decisions, we tested the prototype with real users who matched our target audience. Through hands-on sessions and feedback loops, we observed how they interacted with key features like Express Ticket, FlexFare, and Widget.
Their input helped us refine user flows, simplify navigation, and confirm that the solution felt intuitive, reliable, and genuinely helpful in their day-to-day travel.
