Role
UX/UI Designer at Ginetta (2014 to 2015)
Client
Swiss Federal Railways (SBB)
Platform
iOS・Android
Contribution
Concept・Interaction Design・Visual Design・User Research
Project overview
SBB Mobile: simplifying daily travel
At the time, Swiss Federal Railways (SBB) carried 366 million passengers a year, from commuters to weekend travellers and tourists. As part of an interdisciplinary team at Ginetta, I designed the interactive concept for the new SBB Mobile app.
✨ Key contributions:
Cut buying a ticket from 11 taps and 50 seconds to 2 taps and 15 seconds
Define the guiding principles and overall concept for the new app
Design a “here and now” home screen that adapts to location and time of day
Create a visual language accessible to everyone, regardless of age or ability
Check out the mobile app.
Defining guiding principles
The goal was clear but broad: design for everyone and simplify the flow, without losing the features people already relied on. So the first step was to define the overall concept and the key guiding principles.
Overall concept
The starting point is always home, no matter if the user wants to quickly search for a train, purchase a ticket or check detailed information. After completing the task, the user will always return home and begin the process again if they want to do another task.
Design principles
1. Here and now
The app's main concept is here and now: the home screen displays information based on the need of a user depending on their location and time of the day.
2. Optimize time
In the old app, buying a ticket would take 11 taps and 50 seconds. Now, travellers reach the purchase screen in just two taps and 15 seconds.
New
Old
3. Design for everyone
A visual language that tells a story accessible to everyone regardless of age or ability. Consistent and modern interface elements, visual hierarchy and data visualization.
Results
Ginetta stayed on through implementation, working on-site with the SBB team. The app launched publicly in November 2015.
“It was a great experience to work so intensively in a project that concerns such a wide group of people. I learned a lot from user research to interface design, having the opportunity to think and execute a lot of different concepts.”