Transport for Wales is a government-owned company that operates rail, bus, and light rail services in Wales. It is responsible for managing and developing the Welsh transport network, and for providing a reliable and affordable service for passengers.
Senior UX Consultant
Senior UX Consultant, UX Designer and Project Manager
Transport for Wales had the objective to increase volume of direct ticket sales, as part of this TfW identified high priority areas of improvement to the mobile ticketing purchase journey.
The project goals were to assess the ticket purchase journey and provide user experience recommendations for registration and guest checkout on mobile web and mobile app.
Researching to better understand the project, the space TfW operates in and user personas via prior research, YouGov, and reviewing the existing app.
Analysing and evaluating competitors' service and products. Identifying best practices, opportunities for innovation, and areas for differentiation.
Interviews were carried out to better understand the wider context of the project within TfW. Understanding data collection requirements for future strategy and marketing vs need for increased ease of checkout.
The current journeys were tested with the goal to understand perception of the ticket purchasing journey, pain points that cause drop off, and perceptions on ‘guest checkout.
The research phase culminated in five hypotheses to test key points around:
A prototype of the entire journey was built in Figma.
Usability tests were conducted with a focus on:
01 Implement multiple points for a user to sign up for an account:
02 Add prominent guest checkout option.
03 Relocate account benefits copy and consider updating it to better reflect benefits. If incentives are offered, include them at this point.
04 Add a non mandatory postcode field, with explanation, to registration form.
05 Add a ‘save home station?’ feature when searching and selecting station.