User Experience Design (UX)
Urban Transport App
Mobility ADO
Context
Mobility ADO is an international transport company that currently offers several business models, including long-distance transport, tourist transport and urban transport. Part of its business model development strategy is the digitalization of its services to offer a more efficient experience on mobile devices.
Problem
The urban transportation model is the one it manages the most in Mexico and Spain, so it was necessary to quickly create websites and applications that could offer value to local governments and, in turn, improve the operation and reputation of the group's brands in the different cities.
Strategy
User needs were defined based on seven previously archetypes, and a comparative analysis (bechmark) was conducted of all the group's applications and websites (32 cities) and some of its competitors'. This analysis was intended to define the most common and basic user functions, with the goal to creat a modular and standard website and application. These modules were defined with functionalities validated through user interviews and usability testing, which helped users view:
Schedules
Routes
Traffic alerts
Real-time location
Travel times
Fare
Card balance
Digital payment
Once the modules were defined, three levels of standard applications were created, primarily dependent on the number of routes, as this was the determining factor in the complexity of information management and screen design.
Implementation
The screens for the different modules and application levels were designed in Adobe XD, both for the web and app, based on the LIFERAY framework, which operates under the Bootstrap standard. This facilitated replication, from branding to the selection of modules and complementary information for each site and app. The creation of the first site took six months, but the replication time per site was reduced to approximately two months. Replication tools were provided to the various administrations for their autonomy over the sites, and a parallel implementation helped further improve replication times at the corporate level.
News Website Redesign
Cultura Colectiva News
Context
CC News is an information product belonging to the Cultura Colectiva brand. It is aimed at young users in Mexico, between 18 and 30 years old, interested in staying informed.
Problem
This product was published in early 2018 as a user test and has remained in the same development since then. However, at the end of the same year, a more optimal and aesthetic redesign was requested, seeking to give the product a unique identity without straying from its umbrella brand. This redesign not only sought to improve the aesthetic and functional optimization but also to meet the following objectives:
Longer viewing time
Browsing depth
Increased visits
Engagement and session growth
Strategy
First, an analysis of the aforementioned objectives was conducted using Google Analytics and CrazyEgg, which proposed the following strategies for implementation in the new design:
Video Consumption
Special Content Display
Cross-Content
Content Curation
Channel Identity
Information Architecture
Author Positioning
Share Strategy
Another priority strategy for the redesign was based on the Mobile First philosophy, as it has been proven that 90% of the site's consumption on mobile devices is achieved.
Implementation
The redesign was created in Adobe XD and submitted for implementation, with continuous improvement planning to ensure delivery time was not compromised. However, due to brand priorities, this implementation was postponed. Here is the presentation of the redesign with its objectives and strategies.
Video Consumption
Special Content Display
Cross Content
Content Curation
Channel Identity
Information Architecture
Author Positioning
Share Strategy
Design Process / Urban Mobility
Metrobus CDMX Metro App
Context
This exercise is the result of an "Advanced UX" course, which sought to develop a proposal for improving a CDMX urban transportation app, complementing the existing technical and conceptual knowledge of urban transportation and the research conducted in this course.
The goal was to offer a more robust proposal with the concept of shared mobility applied to existing and proposed solutions for Mobility ADO.
The UX process was based on Jesse James Garrett's methodology and his five levels of UX evolution.
The proposal ultimately did not materialize, but the process documentation below was completed.
Prototype
Adobe XD version: https://xd.adobe.com/view/307d1a97-9228-4c3d-a51f-f7e1b934b40d-652e/