Illustrative task completion
Baseline: 62%
+22 percentage points
Product / Case 01
A calmer way through the morning commute.
A fictional transit pass flow that brings route choice, fare clarity and a useful next step into one considered sequence.
Role: Research framing, interaction design and engineering handoffEight-week fictional conceptPermission reviewed
The challenge.
A first-time rider must choose a route, understand the fare and activate a pass while standing in a busy station. The original concept separated these decisions across several competing screens.
Constraints
- The concept must remain usable during a short, distracted visit.
- Fare rules are supplied assumptions requiring operator review.
- No ticket purchase or real travel account is connected.
The approach.
Map the first-ride decision before drawing components. Separate the rider's route question from account setup, compare two low-fidelity flows and design a small handoff around the selected sequence.
Lead with the route
The supplied fictional walkthrough suggests that the next useful decision is where the rider is going, not which account field they should fill in.
Sources: transit-study
Keep the fare explanation close
Show the assumed price and validity window next to the selected route. Operator policy must be reviewed before using this in a real ticket flow.
Sources: transit-study
End with a visible activation step
Make the difference between selecting a pass and activating it explicit. The illustrative pilot values below exercise the result export, not a real measured claim.
Sources: transit-pilot
Make the change visible.
Original interface studies illustrating the reviewed decisions. They are not customer screenshots.
Before: Account setup competes with route choice and pass rules. After: A route-first sequence keeps fare and activation together.
Results, with their boundaries.
Illustrative time to a pass
Baseline: 4.5min
-37.78% relative change
All numbers in this fictional example are illustrative; they are not evidence of real uplift.
What I learned.
A short flow can still hide an important decision. The useful unit of design was a route, a policy explanation and an activation state, not the number of screens alone.
The next question
Review fare policy with a real operator and test the route-first concept with permitted participants before making any effectiveness claim.
Evidence register
- Illustrative transit pilot figures [fictional]
Before/after values are authored for export and arithmetic testing. They do not show a real intervention effect. - Fictional transit walkthrough [fictional]
An authored walkthrough of a made-up commuter journey. No real rider research or measurement was performed.