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redesigning

pkp intercity app

About

The application is used for purchasing train tickets from the primary train company in Poland. Its redesign was intended to enhance its functionality, clarity, and user experience.
my role
researcherux designerui designer
+ 650K
app downloads in 2023
+ 1,1 million
sold tickets in 2023
pln 27 billion
for development strategy by the end of decade.
~ 49 million
passangers in 2019

The opportunity

problem

The app's current design and performance are prompting customers to abandon it in favour of other tools and carriers.
challenge
How can we attract new customers and retain existing ones?
main goal
Increase User Satisfaction rate
processprocessprocess

I implemented the six-step approach that I considered most suitable for this task.

01

research

The CSAT metric for the app is 50 on Android and 34 on iOS.

discovery
PKP Intercity has received very low ratings from users compared to its competition, with the Android version being second lowest and the iOS version being the lowest.

The app has been downloaded 1.1 million times (since its launch), representing 29.3% of the market share and ranking as the second highest.

discovery
The app's significant number of downloads demonstrates that it is a crucial sales tool that customers rely on. The application has been downloaded numerous times, despite receiving a very low rating and unfavourable reviews.
insight
There are numerous complaints about the application, with customers describing it as "awful," "useless," or even "disgusting." As a result, customers are leaving and the overall reputation of the company is being negatively affected.
02

Ux Audit

Selected Approach

The user's persona and their "Job to be Done" were identified in order to map the customers’ journey. The user journey included buying a ticket for an adult with a bicycle to explore different connectivity options.
insight
By following the user's path and reviewing the screens, I was able to pinpoint and record the problems.
03

Psyche level chart

selected approach

In examining the user's journey and specific screens, I developed the psychological level chart using the “psyche flow” method. This enabled me to identify crutial junctures. This methodology is beneficial for evaluating an application centered on a particular function, such as buying tickets.
insight
The graph clearly indicated numerous problems and deficiencies in the user experience, confirming the findings from the user opinions analysed during the research.
04

Problems and solutions

selected approach

By documenting all the issues and design weaknesses found while tracking the customer's experience, I was able to brainstorm necessary solutions.
Discovery
I identified several significant problems:
- Lack of information on mandatory registration.
- Too many steps to filter search results.
- Difficulty in visual scanning.
- Key options are barely noticeable.
- Messages that are unnecessary and repetitive.
insight
It became evident that better solutions are needed to enhance the user experience over the long term and to simplify the user interface.
05

Design concept

Wireframes

I developed the idea by making fat marker sketches, aiming to take into account every design aspect of the app.
motivators
I also chose to incorporate motivators based on the "Octalisys - Gamification Framework":
- Accomplishment - including a progress bar during ticket purchase.Currently, the excessive number of steps does not motivate the user to finish the ticket purchase.
- Ownership - Redeemable points. To incentivize user registration, offer the chance to earn points that can be redeemed for ticket discounts.Currently, registration is required and there is insufficient information about it until payment.
06

Final Design

How might we improve transparency and scanning on the main screen?

The primary function of the entire application is to find connections, so it should be the main and easily noticeable element on the main screen. At present, other content distracts the user’s attention. As a result, I have decided to:
- prioritise search tools as the main content on the screen,
- add a filter button with an icon to enhance visibility,
- remove the "Get inspired" section,
- move "Promoticket" section to the navigation bar.

search screens

There are three types of train ticket search screens: users can search for one-way trips, round trips, or tickets at promotional prices.

How might we improve search intuitiveness and ease of use?

All search options need to be easily accessible from the main screen.

How might we improve filter transparency and readability?

I have decided to address the challenge of the current filtering system, which involves a list of small checkboxes that are hard to scan through quickly, by implementing two straightforward solutions:
- substituting the list with buttons,
- including an icon alongside each filter.

How might we simplify class and seat selection?

Once the user has carefully reviewed and selected a suitable connection from the search results, they can then proceed to choose a comfortable seat from the detailed seating diagram provided.

typography and colors

font
Raleway
variants
Bold, semibold, medium, regular, light
AaBbCcDdEeFfGgHh
black
#171717
dark grey
#747474
light grey
‍#B3B3B3
super light grey
#FCFDFF
white
‍#FF
navy blue
#142458
orange
#FA6A2E

what have i learned?

I am a user of the current version of the app, so I'm glad I took on this task. Upon reflection, it became increasingly clear to me that a radical change is necessary in order to improve the overall user experience. The process of designing the final look of the app took me longer than I expected, and it has provided valuable insights for future projects. Moving forward, I plan to prioritize the creation of a comprehensive mood board before diving into the user interface design, as I believe this will lead to a more efficient and effective design process.
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© 2024 Aleksandra Dobrzańska. All right reserved.