Ride
Ride
To meet government tender requirements, ISR Tech needed to launch its first B2C product — a major shift for a company focused solely on enterprise solutions. I led the UX/UI design of a mobile app that made public transit payments and trip navigation simple for everyday riders.
Client
ISR Tech
Year
2024
Category
Mobile App
Challange
Challange
ISR Tech had no experience designing for private users. Entering the B2C space meant creating a product that could stand up to competitors like Moovit — but with limited time, and no internal research or strategy in place. Our challenge was to design a simple, trustworthy solution for a broad audience, from scratch.
ISR Tech had no experience designing for private users. Entering the B2C space meant creating a product that could stand up to competitors like Moovit — but with limited time, and no internal research or strategy in place. Our challenge was to design a simple, trustworthy solution for a broad audience, from scratch.
Challange
ISR Tech had no experience designing for private users. Entering the B2C space meant creating a product that could stand up to competitors like Moovit — but with limited time, and no internal research or strategy in place. Our challenge was to design a simple, trustworthy solution for a broad audience, from scratch.
Solution
Solution
We focused on the two moments that mattered most: paying and navigating mid-trip. I designed a clean UI with a fast-access payment flow, simplified step-by-step ride guidance, and a saved trips feature for frequent routes. We translated ISR’s powerful data access into real value — turning technical infrastructure into a smoother everyday experience.
We focused on the two moments that mattered most: paying and navigating mid-trip. I designed a clean UI with a fast-access payment flow, simplified step-by-step ride guidance, and a saved trips feature for frequent routes. We translated ISR’s powerful data access into real value — turning technical infrastructure into a smoother everyday experience.
Solution
We focused on the two moments that mattered most: paying and navigating mid-trip. I designed a clean UI with a fast-access payment flow, simplified step-by-step ride guidance, and a saved trips feature for frequent routes. We translated ISR’s powerful data access into real value — turning technical infrastructure into a smoother everyday experience.
Outcome
Outcome
The app not only helped ISR meet the tender requirements, but sparked a new direction for the company. As a result, we launched additional end-user apps, including one for hotel staff transportation. This expanded ISR’s product portfolio, brought in new clients, and opened up new revenue channels.
The app not only helped ISR meet the tender requirements, but sparked a new direction for the company. As a result, we launched additional end-user apps, including one for hotel staff transportation. This expanded ISR’s product portfolio, brought in new clients, and opened up new revenue channels.
Outcome
The app not only helped ISR meet the tender requirements, but sparked a new direction for the company. As a result, we launched additional end-user apps, including one for hotel staff transportation. This expanded ISR’s product portfolio, brought in new clients, and opened up new revenue channels.
Design Story
Design Story
Understanding the Users
Understanding the Users
ISR’s background was purely B2B — user research simply wasn’t part of the culture. But we knew we couldn’t design a B2C product without understanding real people. So our small team took the lead: each of us interviewed friends and family across ages and cities, asking about their habits, frustrations, and routines.
I also rode buses with people I knew, observing how they interacted with apps like Moovit. We saw common pain points: confusing mid-trip navigation, stress when trying to pay quickly, and overwhelming ad content that made it hard to focus. That hands-on work gave us the clarity the project lacked.
ISR’s background was purely B2B — user research simply wasn’t part of the culture. But we knew we couldn’t design a B2C product without understanding real people. So our small team took the lead: each of us interviewed friends and family across ages and cities, asking about their habits, frustrations, and routines.
I also rode buses with people I knew, observing how they interacted with apps like Moovit. We saw common pain points: confusing mid-trip navigation, stress when trying to pay quickly, and overwhelming ad content that made it hard to focus. That hands-on work gave us the clarity the project lacked.
Understanding the Users
ISR’s background was purely B2B — user research simply wasn’t part of the culture. But we knew we couldn’t design a B2C product without understanding real people. So our small team took the lead: each of us interviewed friends and family across ages and cities, asking about their habits, frustrations, and routines.
I also rode buses with people I knew, observing how they interacted with apps like Moovit. We saw common pain points: confusing mid-trip navigation, stress when trying to pay quickly, and overwhelming ad content that made it hard to focus. That hands-on work gave us the clarity the project lacked.
Design Approach & Key Features
Design Approach & Key Features
ISR had a major asset: real-time access to bus schedules and GPS data — something competitors had to pay for. But it was just raw data unless we could turn it into something users actually needed.
So we focused on speed, clarity, and calm. Payment was always available, even when rushing onto a bus. Navigation steps were simplified to reduce stress. And we introduced a saved trips feature so frequent riders could plan ahead. Each decision helped turn complexity into ease.
ISR had a major asset: real-time access to bus schedules and GPS data — something competitors had to pay for. But it was just raw data unless we could turn it into something users actually needed.
So we focused on speed, clarity, and calm. Payment was always available, even when rushing onto a bus. Navigation steps were simplified to reduce stress. And we introduced a saved trips feature so frequent riders could plan ahead. Each decision helped turn complexity into ease.
Design Approach & Key Features
ISR had a major asset: real-time access to bus schedules and GPS data — something competitors had to pay for. But it was just raw data unless we could turn it into something users actually needed.
So we focused on speed, clarity, and calm. Payment was always available, even when rushing onto a bus. Navigation steps were simplified to reduce stress. And we introduced a saved trips feature so frequent riders could plan ahead. Each decision helped turn complexity into ease.
Visual Decisions & System Thinking
Visual Decisions & System Thinking
With such a wide user base, the interface had to be simple and clear at every level. I designed a solid visual system using high contrast, intuitive layouts, and clear color roles — one for actions, another for navigation. The result was an app that felt modern, focused, and ready for anyone to use from the very first ride.
With such a wide user base, the interface had to be simple and clear at every level. I designed a solid visual system using high contrast, intuitive layouts, and clear color roles — one for actions, another for navigation. The result was an app that felt modern, focused, and ready for anyone to use from the very first ride.
Visual Decisions & System Thinking
With such a wide user base, the interface had to be simple and clear at every level. I designed a solid visual system using high contrast, intuitive layouts, and clear color roles — one for actions, another for navigation. The result was an app that felt modern, focused, and ready for anyone to use from the very first ride.
what have i learned
what have i learned
Start with real people. Technical data is valuable, but for a product people use daily, we had to understand their real-life moments first. Those small conversations gave us the clarity and confidence, to design something that truly fits.
Designing for everyone means designing clearly. Working on a product for such a wide audience sharpened my ability to simplify flows and guide users of all kinds, without over-explaining or overwhelming.
Start with real people. Technical data is valuable, but for a product people use daily, we had to understand their real-life moments first. Those small conversations gave us the clarity and confidence, to design something that truly fits.
Designing for everyone means designing clearly. Working on a product for such a wide audience sharpened my ability to simplify flows and guide users of all kinds, without over-explaining or overwhelming.
what have i learned
Start with real people. Technical data is valuable, but for a product people use daily, we had to understand their real-life moments first. Those small conversations gave us the clarity and confidence, to design something that truly fits.
Designing for everyone means designing clearly. Working on a product for such a wide audience sharpened my ability to simplify flows and guide users of all kinds, without over-explaining or overwhelming.
More Works More Works
More Works More Works
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Led the redesign of a complex system, shaping a clean, consistent UI used by over 100 global clients.
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