Ticket Model – Transportation Project
Simplifying urban mobility through intuitive digital ticketing.
The project aimed to redesign the digital ticketing experience for public transportation. The goal was to make it more intuitive, accessible, and aligned with modern user behaviors. By focusing on ease of navigation, quick access to travel information, and inclusive design, the concept enhances the daily commuting experience for users across different age groups.
Introduction
Public transport plays a crucial role in building sustainable cities, reducing traffic, and lowering environmental impact. In Norway, the government strongly encourages people to choose buses, trams, and trains instead of private cars. However, challenges like fare evasion and limited ticketing options reduce efficiency and create financial pressure on transport providers. To address these issues, our project explores innovative solutions that improve accessibility, increase ticket compliance, and support the long-term growth of an eco-friendly public transport system.
Problem
The challenge centers on fare evasion, a persistent issue that threatens the sustainability and efficiency of Norway’s public transport system.
Norway encourages the use of public transport over private vehicles, but fare evasion remains a significant challenge. Around 10% of Ruter’s users evade fares, creating financial losses that threaten both economic stability and future investment in infrastructure, which in turn risks the overall service quality. The issue is reinforced by limited ticket options in existing apps like Ruter and Vy, as well as high costs that discourage compliance. This highlights the need for innovative solutions to reduce fare evasion, improve accessibility, and ensure the sustainable growth of public transport.
Solution
Our design approach focused on creating a ticketing system that not only minimizes fare evasion but also promotes a seamless, user-friendly, and sustainable travel experience.
The result of our research was the design of an innovative ticketing system aimed at reducing fare evasion and encouraging more people to use public transport. This system helps Ruter and Vy mitigate financial losses, supports a sustainable and eco-friendly transportation model, and attracts a larger user base. The report also highlights the data gathering process, idea development, and prototypes that demonstrate integration into existing public transport apps, contributing to a long-term sustainable solution.
Role
UX designer
Tools
Figma
Team
3 UX designers
Timeline
Nov 2023 (4 weeks)
Research
From both interviews and surveys, we discovered clear patterns in how users perceive and engage with public transportation in Norway. Many users expressed frustration over high ticket costs and limited incentives to use public transport more often. These insights helped us pinpoint key areas where improvements could increase accessibility and satisfaction.
Key Findings:
- Most participants find tickets expensive and not aligned with daily needs.
- More than half buy fewer than 30 single tickets per month.
- Some users admitted to fare evasion because of high prices.
- Lower prices and added benefits (e.g., free coffee, gift cards) would encourage increased use.
- There is a strong need to enhance affordability and perceived value in public transportation.
Design and Prototyping
Designed two types of prototypes to promote sustainable transportation.
- Low-Fidelity Prototype:
- Created using a paper-based approach.
- Served as initial sketches for the ticketing system.
- Allowed for early-stage concept testing and iteration.
- High-Fidelity Prototype:
- A more refined and interactive version.
- Provides a realistic user experience with detailed UI/UX elements.
- Showcases how the innovative ticketing system integrates into public transport apps.
Low-fidelity prototype
High-fidelity prototype
Reflection
This study highlights the need for affordable, flexible, and user-centered public transport to support sustainable commuting in Norway.
The study highlights that affordable and flexible public transport is key to sustainable commuting in Norway. High ticket prices and inconsistent use contribute to fare evasion and revenue loss, while users express strong interest in flexible passes, pricing incentives, and small rewards. By improving enforcement and simplifying payment systems, public transport can become more accessible, reliable, and appealing — encouraging sustainability and reducing reliance on private cars.
