HSL

Let's make travel Simple & Beautiful

Role

UI/UX Design | Prototyping

Type

Public transport | Personal collaboration project

Year

2023

Overview

A personal project collaboration between me and Xcelsior to craft a solution to real life pain points we identified with HSL’s travel app and its users.

We set out to simplify the HSL app by modernizing and decluttering the design, making it more intuitive and usable for the everyday traveler.

Our goal through this project was to identify paint points with active HSL users to create the renewed and revamped upgrade the app needed.

Services

• User research
• Feature analysis
• MVP
• Information architecture

• Conversion improvements
• Branding
• Visual design
• Interactive prototype

Problem

HSL users weren’t particularly enthusiastic about the design the previous development team had achieved as it was filled with clutter and insufficient information. This made it challenging to navigate the app, and therefore we set out on a mission to update, modernize, and simplify the design.

We began by exploring how we could improve the application's UX and revitalize the UI to align more consistently with an updated contemporary brand guideline.

Phone mockups showing screens from HSL Redesign app

Phone mockup showing screen from HSL Redesign app

Mockup of computer showing Low fidelity wire frames

Process

After the initial research process, we fleshed out the sitemap and the wireframes based on our research insights and personas. Through design iterations we sorted out what screens and functions the app needed and moved on to reworking and updating the original design system for a more modern direction.

We applied this new design by working within certain HSL constraints and transformed our wireframes into an interactive prototype, focusing on upgrading the users experience to a beautiful and modern app which is extremely easy to use while increasing conversion rates.

Solution

We created the essential wireframes required to prepare the minimal viable product for a successful launch. We redesigned the app with special attention to the most important user flows while also providing a more modern color scheme, brand style guide & icon set.

Conclusion

We’ve constructed a feasible solution that has the potential to upgrade and beautify millions of users' experiences buying travel tickets with the HSL app.

After solid research and prototyping, the MVP features of the app are ready to rock. The fresh modern design won’t only upgrade users experience but will also elevate users perspective of the HSL brand while providing confidence in a modern trajectory.

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