Considering "Mobility as a generator of freedom," how can we make public and private transportation payment system easy as pie? This pitch was done for the User Centered Design class in the Master in Visual and Digital Media at IE School of Human Sciences and Technology. We proposed a solution to solve the disintegrated and inconvenient transportation system in Madrid. Fully designed with the proposal, onboarding and customer journey.

1. Payment in Public and Private
Transportation
in Madrid
Process
and
Research Findings
Team B

2. Alexandra Zografou Astrid Chacón Eric-Azad Guiragossian
Franziska Becker Rossana d’Ornellas Soyoung Cho
MEET THE TEAM

3. THE WORK
APPROACH

4. CURRENT STAGE IN THE
UX PROCESS
Implement
Test
USER EXPERIENCE
CREATIVITY
SELECTION
DESIGN &
IMPLEMENTATION
(1) Understand (3) Define (5) Prototype
(4) Ideate(2) Research

5. CURRENT STAGE IN THE
UX PROCESS:
USER
EXPERIENCE (1) Understanding the Problem
• General idea brainstorming
• “The meaning of mobility as
a generator of freedom”
• Individual brainstorm, street
interviews, categorizing

6. (2) Research
• Embodiment (bus, metro,
cercanias)
• Observation (bus, metro,
cercanías, renfe)
• User Interview (4 people, age 23
- 60, living in Madrid 1 - 15 years)
(3) Problem Definition
• Extract core problem from
research insights
CURRENT STAGE IN THE
UX PROCESS:
USER
EXPERIENCE

7. CURRENT STAGE IN THE
UX PROCESS:
CREATIVITY
(4) Ideate
• First solution
brainstorming

8. (5) Prototype
• First design of
application interface
CURRENT STAGE IN THE
UX PROCESS:
CREATIVITY

9. OUR FINDINGS
UNDERSTAND
THE PROBLEM
(1)
Understand

10. PUBLIC AND
PRIVATE
TRANSPORT
INCLUDES
MANY AREAS
(1)
Understand

11. MANY
FACTORS ARE
RELATED TO A
”SMOOTH”
COMMUTE
EXPERIENCE
PAYMENT is an important
component of the transport
experience. However,
payment methods for
different transport means
in Madrid are currently not
interconnected, and thus
hinder a “smooth”
commute experience.
(1)
Understand

12. OUR
FINDINGS
RESEARCH
(2)
Research

13. OBSERVATION
OF THE USER
FOR ALL METHODS: The process is much
quicker than paying but inconvenient: people
need to take off their backpacks, take out their
wallets, and afterwards, put everything back in;
belongings often fall.
BUS: Payment is possible only inside the bus and
by cash (only change for 5 euro - necessary to
have change or a 5€ bill); recharging the card in
the bus is impossible.
It's hard to interact with the bus driver (he only
speaks Spanish).
Swiping: the machine is only in the front and
placed on the left side; it would be more
convenient on the right, as most people are right
handed.
The card works inside wallet but not in bag.
(2)
Research

14. OBSERVATION
OF THE USER
§ Interface is not user-friendly or aesthetically
pleasing; users insert and take it out at least twice
(automatically 10 journeys; cancelling takes you out
completely)
§ There is no indicator of journeys left on the card -
very hard to find it on machine, users can't know
until control; if red, it's embarrassing and they have
to come back to the machine.
§ The lines are long for high demand.
§ The process is very difficult for foreigners.
§ Support personnel not always available, and when it
is, users nearly always ask for help.
§ Users passing behind, while someone is completing
a payment – uncomfortable.
CLERK LINE AT STATION
§ Users have to wait through long lines, even if they
have a reservation, to receive their ticket.
§ Users have to wait through long lines to use the
machine in order to get their ticket.
METRO:
Necessary to get transport card.
§ Machines don’t always work, so users need to
try different ones.
§ There are too many holes and arrows that users
don’t know where to insert money.
§ Users are left with a lot of change, if paying with
bill.
§ Most users have to take the card out of
somewhere; it is not readily available (someone
had to rest backpack on the trash can).
(2)
Research

15. OBSERVATION
OF THE USER
RENFE CERCANIAS
§ Interface: It's not intuitive; the touchpad doesn’t
work well; users look for assistance.
§ Payment: Sometimes two payment cycles are
required; users search through their bags for money,
and end up with a lot of change; many drop money
when taking change out.
§ Reservation: The printed barcode can be swiped to
receive the ticket, but not all machines have it, and it
doesn’t always work (users needed to try several
times or called someone); it's also possible to scan
from the phone.
§ There are different kind of machines.
§ The ticket is not connected with the metro card.
§ Time: 2x30", 1x40", 5', 2', 3.17', 53", 6'
(unsuccessful), 47", 2.55', 1.50', 1.05'
RENFE TRAIN:
§ It takes time to find a reservation: Usually this is
done online, and then a reservation number is
sent on users' phone that they later have to type
in the machine to retrieve the ticket.
§ Buying tickets in Madrid is not perfectly intuitive.
§ Users need to search through their belongings to
find money.
§ The ticket is quite big.
§ Everyone has their phone out when buying ticket.
§ Renfe Train tickets are not connected with metro card.
(2)
Research

16. OBSERVATION
OF THE USER
RENFE CERCANIAS
§ Interface: It's not intuitive; the touchpad doesn’t
work well; users look for assistance.
§ Payment: Sometimes two payment cycles are
required; users search through their bags for money,
and end up with a lot of change; many drop money
when taking change out.
§ Reservation: The printed barcode can be swiped to
receive the ticket, but not all machines have it, and it
doesn’t always work (users needed to try several
times or called someone); it's also possible to scan
from the phone.
§ There are different kind of machines.
§ The ticket is not connected with the metro card.
§ Time: 2x30", 1x40", 5', 2', 3.17', 53", 6'
(unsuccessful), 47", 2.55', 1.50', 1.05'
RENFE TRAIN:
§ It takes time to find a reservation: Usually this is
done online, and then a reservation number is
sent on users' phone that they later have to type
in the machine to retrieve the ticket.
§ Buying tickets in Madrid is not perfectly intuitive.
§ Users need to search through their belongings to
find money.
§ The ticket is quite big.
§ Everyone has their phone out when buying ticket.
§ Renfe Train tickets are not connected with metro card.
(2)
Research

17. (2)
Research
Man putting his
groceries on the
floor to find his
card.
Woman is trying to
find her card inside
her bag.

18. (2)
Research
Couple in the first
step of purchase
looks confused
over how to
proceed next.
Young woman
(around 20s)
seemed confused
when using the
system; it took her
45 seconds to
retrieve her ticket.

19. (2)
Research
Family is trying to
get tickets from the
machine.
Woman looking in
the interface for
several seconds in
order to proceed
with her purchase.

20. (2)
Research
Young woman
(around 20s) seemed
confused when using
the system; it took
her 45 seconds to
retrieve her ticket.
Man is getting help to
get a ticket.

21. (2)
Research
Man repairing the ticket
vending machine. He also
found a lost coin, which
the asian couple before
tried to insert into the
wrong hole.

22. Man is trying to print the
ticket he already
received digitally.
Heading to the info
booth to claim the Renfe
ticket.
Young woman (around
20s) seemed confused
when using the system;
it took her 45 seconds to
retrieve her ticket.
A couple took 3 minutes.
They seemed confused
and discussed a lot
among themselves; in
the end, they gave up.
A tourist - possibly -
couple took 8 min. They
looked frustrated and
gave up buying tickets on
the spot.
(2)
Research

23. EMBODIMENT
LIVING THE
EXPERIENCE
METRO
§ Interface: Navigation is time-
consuming.
§ Single Ticket: Selecting a
destination is necessary to get
ticket.
§ Ticket comes out with change &
receipt, which people may not
want – smth is easily dropped.
CERCANÍAS/RENFE
§ A different ticket is needed
for the same subway
stations.
§ You need to insert the
ticket both when you get on
and off the train.
BUS
§ Recharging card or paying by credit
card in the bus is impossible.
§ Commuters carry their card along
with their phone, so they do not
have to look for it.
§ The card reader is further back
than the ticket reader à confusion
about which machine to use.
(2)
Research

24. (2)
Research
Alexandra trying to insert her
credit card, but doesn’t
succeed without the help of
the personnel.

25. (2)
Research
Rossana enters card to
charge her monthly fare and
picks up her change and
receipt.

26. § The interface is not intuitive; screen is not responsive and hard to use.
§ All data need to be entered in the open.
§ Payment is possible by card only.
(2)
Research

27. INTERVIEWING
THE USER - PROS OF THE CURRENT SYSTEM
§ Cheap “it’s cheaper,” “Very affordable”
§ Efficient: “it works very well” / “many options and good frequency”
à frequency factor stands out
§ Preferred mode of payment: Pay public transport fare and day to
day activities by card (all interviewees)
§ The bus and metro are main means of transportation used: “Metro
because it is the fastest,” bus because “you can see the city
meanwhile”
§ Buying and recharging experience: “very easy” (2 times)
§ Transport staff are helpful in general & system is clean
§ “There are always options” for public transportation even when
reduced
§ Shift to Tarjeta de transporte público permanente is perceived well
(2)
Research

28. INTERVIEWING
THE USER – CONS OF THE CURRENT SYSTEM
§ Payments are not well integrated & there is a need different ticket
for different means of transportation & the monthly card can only
be recharged with the machine in the subway.
§ Bus don’t accept high bill (limited to 5€).
§ No substitute to Tarjeta de transporte público when forgotten/lost.
§ Uncertainty about quantity of rides left.
§ Many strikes.
(2)
Research

29. INTERVIEWING
THE USER – WAYS TO IMPROVE PAYMENT
§ Integrate the recharging machines in the bus stops.
§ Extend the time on weekends/ better connection between train and
subway.
§ Change buses using fuel toward electric ones.
§ User-friendly machines with clearer instructions.
(2)
Research

30. ONLINE RESEARCH
OF PUBLIC TRANSPORT
COST
The cost of public transit, as a general rule,
is closely related cost of living in a particular
city.
Most expensive: Copenhagen $4.60.
Least expensive: Cairo $0.20.
Madrid is ranked #24 with a cost of $2.00.1
(2)
Research

31. ONLINE RESEARCH
OF USER BEHAVIOUR
AND PREFERENCES
In 2017, there has been a significant increase in
the use of public transportation by 2,5%, which
means people are using more the public transport.
The metro is the transportation mean that has had
the most important increase with 4,6%.2
High demand for alternate payment types,
however, cash is still the most prevalent.
Credit/debit cards and mobile app payment, are
perceived as less secure.3
WHICH METHODS OF PUBLIC TRANSPORT
DO YOU USE ON A REGULAR BASIS?3
54%
33%
13%
THE THREE MOST
PREFERRED
PAYMENT
METHODS
cash
app
credit/
debit
card
(2)
Research

32. 1) HOW DO YOU NORMALLY PAY
FOR MASS TRANSIT?3
2) WHICH OF THE OPTIONS BELOW WOULD BE
YOUR MOST PREFERRED METHOD OF
PAYMENT IF GIVEN THE CHOICE?3
Cash is preferred mean of payment in any
location, followed by credit/debit card and
mobile app. If given choice between
payment methods, cash remains top.
Half of all mass transit riders use more
than one type of payment.3
3) DOES YOUR
PAYMENT TYPE
VARY DEPENDING
ON CHOSEN
METHOD OF
TRANSPORT?3
(2)
Research

33. ONLINE RESEARCH
PAYMENT METHODS
“T-MONEY” CARD (South Korea) - for different
types of transport methods (metro, bus, taxi).4
NFC (Near Field Communication) technology in
Europe and Asia, but slower to adapt in US.5
MOBILE PAYMENTS IN SPAIN – NFC,
personalized tickets, online purchase of Mobilis
app. 5
MOBILE = ADDED USER VALUE, since user can
check travel and payment history, trips left on
card, additional relevant info about transport
system.6
HOPON (Israel) – app connected to many
transport methods, through Cloud identifies
which line you take and relevant charge to be
made.7
(2)
Research

34. ONLINE RESEARCH
SUSTAINABILITY &
INTEGRATION
HONG KONG – THE PERFECT SYSTEM (MASS
TRANSIT RAILWAY)9
§ MTR 2012 revenue of 36B Hong Kong Dollars
(about U.S $5 billion)—turning a $2B profit in the
process.
§ The farebox recovery ratio (the percentage of
operational costs covered by fares) for the system
was 185%, the world's highest.
§ Shop owner bargain: In exchange for transporting
customers, MTR receives a cut of the mall’s profit,
signs a co-ownership agreement, or accepts a
percentage of property development fees. In many
cases, the MTR owns the entire mall itself.
§ The Hong Kong metro essentially functions as part
of a vertically integrated business that, through a
"rail plus property" model, controls both the
means of transit and the places passengers visit
upon departure.
8
(2)
Research

35. ONLINE RESEARCH
SUSTAINABILITY &
INTEGRATION
POLITE– improvement of policies, knowledge &
good practices on “infomobility” services with the
goal of improving their public transport information
systems. (…) enables interoperability among
information systems and a consequent increase of
Public Transport attractiveness.10
CIVITAS – “European Initiative testing and sharing
of new technologies and innovative concepts to
achieve sustainable and integrated strategies for
urban transport.”11
§ Integrated smart travel cards, Contactless, SMS
ticketing, multiple recharging stations and
online.
§ Madrid - implementation of Eccentric program:
clean vehicles and fuels.12
(2)
Research

36. ONLINE RESEARCH
ON IMPROVEMENTS OF
CURRENT TRANSPORT
SYSTEM IN MADRID
§ More space for pedestrians along Gran Via as
a way to reduce pollution.13
§ City Hall encourages people to use public
transport more (also for environmental
reasons).14
§ Increase in number of people using public
transport over the 2017 holidays to 4.5
million passengers; 4.01% more than last
year (2016).15
3.7 mill – metro
500K – train (Cercanias)
300K – EMT (bus)
§ Progressive way to get rid of paper tickets,
rechargeable.16
(2)
Research

37. CITY MAPPER18: Recommends a whole
range of bus/train/cab options to get you
where you need to be as quickly as possible,
factoring in construction delays and
accidents.
WAZE18: By harnessing real-time intel from
fellow users, it alerts you to traffic snarls, road
issues and other potential travel hiccups.
QUINTIQ SOFTWARE17: Enables public
transportation planning department to
optimize timetables and the utilization of all
their resources.
ONLINE RESEARCH
Commute Planning
(2)
Research

38. ONLINE RESEARCH
FUTURE OF MOBILITY
ADIDAS SHOE PASS19
§ In partnership with Berlin’s BVG, created exclusive
kicks which double as transport pass for 1 year.
INCREASED CONNECTIVITY20
§ Among transport methods, and blend public and
private mobility.
§ Trends include autonomous driving, urbanization,
shared mobility and electric vehicles.
BIOMETRICS21
§ 67% of Europeans & 58% of Spaniards recognize the
importance of protection of payment security.
§ 81% of consumers regard biometrics (fingerprints) as a
safe payment method, followed by 76% for ocular iris
scan.
ALL-IN-ONE22
§ Pay for all services (i.e. subway or coffee) with a single
smart card or smartphone app, also gain access to
your office building with it.
(2)
Research

39. OUR
FINDINGS
(3) PROBLEM
DEFINITION
(3)
Defining

40. BRAINSTORMING
PROBLEMS (YELLOW) ORGANIZED IN CLUSTERS (PINK), POSSIBLE PROBLEM DEFINITIONS (GREEN), AND
FINAL PROBLEM DEFINITION
(4)
Ideation

41. HOW CAN WE
CREATE A SYSTEM THAT MAKES
PEOPLE FORGET ABOUT PAYMENT
IN PUBLIC AND PRIVATE
TRANSPORT?
(3)
Defining

42. OUR
FINDINGS
(4) IDEATION
(4)
Ideation

43. BRAINSTORMING
FIRST SOLUTION IDEAS
(4)
Ideation

44. BRAINSTORMING
FURTHER SOLUTION IDEAS AND DECISION ON ONE CLUSTER
(4)
Ideation

45. TALARIA - THE SOLUTION
EXPLANATION PITCH
(4)
Ideation
The old Talaria were worn by the Greek God Hermes, and allowed
him to fly as swift as a bird in the sky. The new Talaria won’t allow
you to fly through the sky; they will, however, make you fly through
your city’s’public transportation systems. Indeed, with the help of
the sensors integrated in your shoes and the app on your phone,
you will never again waste time worrying about payments when
commuting. Talaria will do it for you.
Talaria….
§ Makes payment hands-free.
§ Calculates the best fare for you.
§ Awards you free rides as you go.
Talaria is with you every step
because life’s complicated enough.

46. PEDRO AGUILAR
Age: 19
Occupation: Architecture Student
Status: Single
Location: Madrid, Spain
Tier: Technology Enthusiast
Archetype: The Explorer
Bio:
Pedro is in his first year of university and uses public transportation to go to
school every day and cab services for his social activities during the weekends.
He travels mostly to the same places in Madrid, and he often has to change
more than one mediums to get to his destination. He often needs to carry stuff
around for class, which makes his journey through the mediums of
transportation even harder - he needs to look for his card every time he wants to
charge or use it, and struggles to scan it when he enters the station. He expects
the entire traveling experience to be easier and more integrated among all
mediums of transportation.
“I am looking for a simpler way to make use of my transportation pass for
my everyday commuting needs.”
BRANDS
Goals:
§ To spend less time purchasing
plans and recharging fares.
§ To have the process of card
validating made easier.
§ To find an option that connects
payment methods among
different means of transport
Frustrations:
§ Different payment methods
across different mediums of
transportation;
§ Too much time spent trying to
recharge his card;
§ Too much of an effort to look
for his card in order to use it.
Motivations:
- Convenience
- Speed
- Integration
- Loyalties/Rewards
Technology:
- IT & Internet
- Mobile Apps
- Social Networks
(4)
Ideation
PERSONA 1

47. MARIA JUANES
Age: 42
Occupation: Interior Designer
Status: Married
Location: Madrid, Spain
Tier: Fine Arts Admirer
Archetype: The Creative
Bio:
Maria is a full-time interior designer who uses mainly public transportation to go
to her office, run errands and take her kids to their after-school activities; for her
business meetings, she opts for a cab. Usually, she needs to travel more than
once and at different hours every day. The main challenges she faces are
convenience related: she often has to pick up things needed either for her
business or family. In addition to that, when travelling with her kids who are still
young in age, she feels insecure letting go of their hand even for a few seconds.
She is looking for a more practical and “hands-free” way access and move across
all mediums of transportation.
“I need a smarter way to move around the metro stations, as well as
switch from one medium of transportation to the other.”
BRANDS
Goals:
§ Quicker onboarding;
§ Benefit from her frequent
commuting;
§ Forget about her card.
Motivations:
§ Pricing & Promotions
§ Convenience
§ Speed
Technology:
§ IT & Internet
§ Mobile Apps
§ Social Networks
Frustrations:
§ Traffic in the subway – be it in the
ticket machines or on the way to
enter the platform;
§ Regular use of transportation could
lead to promotions/discounts;
§ Impractical to always have to reach
out for the card.
(4)
Ideation
PERSONA 2

48. THE CUSTOMER JOURNEY
(4)
Ideation
Touchpoint w/ Talaria
Touchpoint w/ Transport
System
Customer Journey
Emotional Journey
Forgot his
transport
card
Feels
annoyed &
confused
with ticket
machine
Tries to enter
through
barriers, but
hands are full
Needs to set
down bags to
find & use
ticket, very
inconvenient
Process
repeats
Every time
he uses
public /
private
transport
Very
Happy
Very
Unhappy
Receives his
new shoes
After ordering
Talaria online,
P receives his
New Balance
shoes incl. 10
additional
sensors
Installs App
He pairs it
with his new
shoes &
sensors,
registers and
connects it
with his bank
account
Walks to
metro
And loves
his new
shoes
Enters
through
sensor
No ticket
purchase
beforehand,
quick &
hands-free
Notification
Receives
Check-in
notification
Metro
Rides the
metro to
wherever he
wants –
Talaria
automatically
calculates the
best fair
Leaves
through
sensor
No ticket
necessary,
quick &
hands-free
Notification
Receives
Check-out
notification
BEFORE DURING…
1
2
3
4
5
6
7
8
9
10
11

49. (4)
Ideation
Touchpoint w/ Talaria
Touchpoint w/ Transport
System
Customer Journey
Emotional Journey
Meets his
girlfriend
Is very
excited to
show off his
new shoes
They take the
bus together
P just needs to
step on the
bus, the sensor
at the entrance
automatically
checks him in
Notification
Receives
Check-in
notification
They get off
the bus
After a 10
minute ride,
they get off
the bus
Arrive at
bar
They have a
few drinks
together
and dance
the night
away
Free-ride
Notification
P has
achieved his
daily 10.000
steps goal
and receives
1 free public
transport ride
Taxi
At 3am
they are
very tired
and take
a regular
taxi home
Arrive home
No need for a
credit card or
cash to pay
for the taxi,
Talaria takes
care of that
& P receives
a check-out
notification
Notification
Receives
Check-out
notification
…DURING AFTER
Notification
Receives
Check-in
notification
Home, sweet
home
P can rest in
peace
without
having
worried about
transport
payment all
day long
12
13
14
15
16
17
18
19
20
21
22
Very
Happy
Very
Unhappy

50. Pedro is confused by
how the machine
works and doesn't
know how to get a
ticket.
1

51. Pedro needs to stop and put
down his bags in order to get
his metro card out and swipe
it to open the doors. This is
frustrating to him because he
feels like he is wasting time
and it's an extra effortthat he
has todo.
2

52. On the bus, it’s the
same problem. Pedro
needs to put down his
bags in order to look
for his card and then
has to swipe it.
3

53. Pedro buys the new shoes,
downloads the app, registers
his account and pairs his
sneakers. He tries them on &
loves his stylish new
sneakers. Ready to go!
4 5
What to watch out for:
§ Set-up process must be
easy and secure.
§ Syncronization of the
App with the shoes must
be fast.

54. Pedro can now walk through
the gates of the metro
carefree, as once the sensors
in his shoe pass through the
gates, the price of the ticket
will be deducted automatically
from his account.
6
What to watch out for:
§ The senors must
recognize the correct
information about the
location, time, and user.

55. Pedro receives a check-
in notification once he
walks through.
7 8
What to watch out for:
§ The notification must be
obvious, but not
annoying to the user.
§ The App must be able to
provide proof of check-in
to an authority if
needed.

56. Pedro ridesthe metro
to meet up with his
girlfriend.
9

57. He leaves through the
sensored gates: No ticket
necessary, quick & hands-
free, and receives a
check-out notification as
he exits.
10 11
What to watch out for:
§ The notification must be
obvious, but not
annoying to the user.

58. Pedro meets up with
his girlfriend and
excitedly shows off his
new shoes. They
decide to take thebus
to go to a party.
12

59. Just like it did on the metro, the
sensors proved as convenient
on the bus, as all Pedro had to
do was "hop on" and the price
of the ticket was deducted from
his account.
13 14
15 16
What to watch out for:
§ The shoes must
recognize different
modes of transportation.

60. Pedro can enjoy his party with
confidence thanks to his stylish
new shoes and dance the
night away.
Pedro has surpassed his daily
10.000 steps goal and receives
1 free public transport ride.
17 18
What to watch out for:
§ The shoes must
accurately track the
steps taken.
§ The App must give
rewards at to motivate
the user.

61. When coming home from the party,
Pedro and his girlfriend don’t need
to worry about whether they have
enough cash or their credit card on
them; they simply need to “hop
on” a taxi. The sensors will
automatically subtract the cost of
the ride from his account.
19 20
21
What to watch out for:
§ The shoes must correctly
recognize the fare and charge
the user‘s account upon
departure.
§ Synchronization btw. Public &
private transport must be
seamless.

62. Pedro can rest easy after a
stress-free day knowing
that tomorrow’s commute
will be much easier than it
ever was.
22
What to watch out for:
§ Customer should not be
disturbed by the
application at any point.

63. STORY OF
USE

65. THE ONBOARDING
(4)
Ideation

66. ONBOARDING
After having downloaded it, the user opens the
app, the first screen he/she sees is our logo
and name, Talaria.

67. ONBOARDING
A screen appears and a“cool”character
asks the user to walk 5 steps, if the user
walks the 5 steps, he/she will be rewarded
with their 1st badge and, most importantly,
a free ride!
If the user is seated or is not able to walk
the 5 steps at the moment, no problem, all
they need to do is press“nah, too lazy”and
they will receive their 1st badge and free
ride once they do complete the steps.
Whether the user received the 1st badge
or not, they will still be sent to the following
screen.

68. ONBOARDING
Afterwards our users are introduced to the
features of Talaria such as “Pay hands-
free”,“get me best fare” and “earn free rides
as you go”. In other words, our users get a
brief description of what Talaria can do for
them, in order to capture their interest and
build excitement.

69. ONBOARDING
Our users then go to our main page, where they can see,
the date at the top, their step tracker, and their badges. The
size of the buttons make our app very simple to use and
give it a neat and unencumbered look.
The step tracker will keep count of the steps the user has
walked, and because we support healthy lifestyles, the
more the user walks, the more rides they will get.
The users will also win Badges for various achievements
such as walking a certain number of steps, riding the bus a
certain amount of time, all badges come with free rides!

70. ONBOARDING
On the top left of the screen, the
user can open the menu where they
can access their settings, trip
history, payment information,
rewards and even ask for help.

71. ONBOARDING
All the users need to do now is finish setting up
their profile, such as personal information and
payment information and they are good to go!

72. OUR
FINDINGS
(5) PROTOTYPING

73. PROTOTYPING
(4)
Ideation

74. PROTOTYPING
(4)
Ideation

75. PROTOTYPING
(4)
Ideation

76. PROTOTYPING
(4)
Ideation

77. PROTOTYPING
(4)
Ideation

78. NEXT STEPS IN THE
UX PROCESS
(1) Understand (3) Define (5) Prototype Implement
(4) Ideate Test
USER EXPERIENCE
CREATIVITY
SELECTION
DESIGN &
IMPLEMENTATION
(2) Research

79. SOURCES

80. 1) https://www.worldatlas.com/articles/cost-of-public-transportation-around-the-world.html
2) http://www.ine.es/daco/daco42/daco4210/tv1117.pdf
3) https://www.aciworldwide.com/-/media/files/collateral/trends/2016-aci-worldwide-mass-transit-payments-survey-tl-us.pdf
4) http://spanish.korea.net/NewsFocus/Society/view?articleId=123936
5) https://www.infineon.com/cms/en/discoveries/smart-public-transport-mobile-ticketing/
6) http://www.europapress.es/la-rioja/noticia-logrono-segunda-ciudad-espanola-implantar-pago-movil-autobuses-urbanos-20141212130415.html
7) http://hopon.co/; https://www.fastcompany.com/3041129/with-the-hopon-app-theres-no-need-to-stand-in-line-for-public-transit;
https://www.timesofisrael.com/israeli-app-lets-you-hopon-the-bus-hassle-free/
8) https://blogs-images.forbes.com/niallmccarthy/files/2017/10/20171030_Sustainable_Mobility.jpg
9) https://www.theatlantic.com/china/archive/2013/09/the-unique-genius-of-hong-kongs-public-transportation-system/279528/
10) http://www.polite-project.eu/public-transport-payment-systems
11) http://civitas.eu/ ; http://civitas.eu/collective-transport/ticketing ; http://civitas.eu/sites/default/files/documents/file/2013_collective-
transport_ticketing.pdf
12) http://civitas.eu/eccentric/madrid ; http://civitas.eu/eccentric
13) https://www.citylab.com/environment/2018/01/madrid-prepares-for-its-greenest-year-yet/549575/
14) https://www.energias-renovables.com/movilidad/el-ayuntamiento-de-madrid-pide-a-los-20180108
15) http://www.telemadrid.es/noticias/madrid/noticia/el-uso-del-transporte-publico-sube-en-45-millones-de-viajeros-en-el-periodo-
16) http://www.telemadrid.es/noticias/madrid/noticia/la-tarjeta-monedero-multi-para-metro-y-autobus-se-estrena-este-viernes
17) http://www.quintiq.com/industries/public-transport.html
18) https://www.thrillist.com/lifestyle/nation/8-free-apps-that-improve-your-commute-best-commuting-apps
19) http://creativity-online.com/work/adidas-berliner-verkehrsbetriebe-bvg-sneakers/53538
20) https://www.mckinsey.com/business-functions/sustainability-and-resource-productivity/our-insights/an-integrated-perspective-on-the-future-of-
mobility
21) https://www.muycomputerpro.com/2016/11/26/consumidores-espanoles-biometria-metodo-pago
22) https://www.infineon.com/cms/en/discoveries/smart-public-transport-mobile-ticketing/
SOURCES