Andreea Blaga

work

resumé




Digital Train Ticket Design


EY Doberman Samtrafiken
2023
I was involved in a consultancy project for Samtrafiken with the goal of enhancing the travel experience for passengers using interregional ResPlus tickets across the 21 Swedish regions. One of the challenges we identified was the confusion experienced by passengers when traveling outside their home region due to the varying ticket formats and apps used by different public transportation operators. Our primary aim was to develop a set of guidelines for a user-friendly and standardized ticket design that would meet the requirements of all stakeholders in the public transportation industry, including regional public transport authorities, transport companies, ticket retailers, and travelers. The intention was to create a convenient ticket design that would cater to the specific needs of both short-distance and interregional travelers.

What I did
I was responsible for conducting user and desk research, user testing, and developing a strategy for designing and implementing a door-to-door ticketing solution that seamlessly integrated digital and physical aspects. The new digital ticket was designed to function as both a comprehensive travel planner and a ticket, aimed at simplifying the door-to-door travel experience for interregional fares. I created a unified digital ticket that would be consistent across all 21 Swedish regions and developed the physical ticket for travelers who prefer a PDF format. Additionally, I proposed several improvements to the SJ app to enhance the overall travel experience.


My Contribution
UX  Design User Research
 

 User  Testing
 Desk Research



TeamPatrik von Knorring (Design Director),  Andreea Blaga & Richard Sellgren (UX Design), Sofia Granefelt Laurén (Service Design),  Arvid Ådell (Innovation & Project Manager)

ClientSamtrafiken, Sweden




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