*Bootcamp work
Company
SUBE (National transport card of Argentina)
Tools
Figma, Illustrator, Photoshop, Optimal Workshop, Paper and Sharpie.
Year
2022
SUBE app case study
SUBE is Argentina's public transportation card, and it is surprising how few users the official application has due to its low functionality.
With the proposed redesign we have increased user satisfaction with the functionality of the application, and the tendency to want to use the application has improved significantly.
With the proposed redesign we have increased user satisfaction with the functionality of the application, and the tendency to want to use the application has improved significantly.
My role
I was the UX / UI designer for the project, performing the necessary research from user interviews to analyzing success metrics on different assigned tasks. The project was completed in January 2022, it lasted 4 months of work, focusing most of the time on user testing and iterating concepts and ideas.
The user's current problem with the app is that the functionality is worryingly low, in addition to being split into +2 applications for different functionalities. The user needed to go through many steps to perform tasks that in third party apps were 2-3 steps on average.
In addition to the information provided both in the interviews and in the surveys, with the help of Optimal Workshop, we were able to perform some tests of the current SUBE card application, where we found that not only the user has to take more steps to perform tasks that in other third party applications are done in fewer steps, but that the user is not managing to find what he/she is looking for.
- Only 63% of users managed to directly complete the indicated task of registering their SUBE card in the application. The clear problem is that the option "CREATE YOUR ACCOUNT" is in the second to last option, usually, for a primary task, it is always searched among the first options.
- In this other case, the result is worse, only 50% of the users could directly verify the balance of their SUBE card, so, after several ideas of the possible cause, we conclude that the category name is incorrect. Once the SUBE card is registered, the application keeps showing "Login to My SUBE", which leads to confusion.
Personas
With the results of the different research we conducted, such as surveys and interviews, we were able to create Personas to simulate the different uses of our application. Thanks to this, we were able to obtain different points of view to prioritize the problems of our application.
User Journey map
Understanding your customers' expectations, goals and interactions is essential to creating a seamless customer experience. Thanks to this journey map we were able to identify not only the user's step-by-step, but the pain points to devise a solution.
Trend mapping
We want to rebuild the public transport user experience into a totally different, modern and first world experience, therefore, trend mapping is a key exercise to be able to identify and contextualize the virtualization of public transport by pointing out where we come from, where we are and where we want to go.
New Information Architecture
We understood with the tests previously shown, that the current information architecture is neither user-centered nor optimized for its use, we saw that the two most requested tasks have a low success rate, therefore, performing a CardSorting with the users we proceeded to make a new information architecture.
Testing the new Information Architecture
A new information architecture cannot be implemented without first testing with the users that it is usable for them, although they created it, we decided to retest it to make sure it is the right information architecture because we consider it to be the strongest pain point of the current application.
As you can see in the graphs below, in the first task (registering a new SUBE card in the system) we achieved extremely better results, exactly 40% improvement in the same task.
In the case of the second graph which corresponds to the task of consulting your available balance, we achieved a perfect result where all users completed the task without any inconvenience.
¡Let's design!
Now that we have the problem defined and the solution we are looking for: let's start designing it starting with the user interface kit and the content style guide.
