2025
This project was completed during my Master's studies at Hyper Island in collaboration with Trafikförvaltningen Region Stockholm.
Our team, consisting of three Digital Experience Design students, including myself, and two Digital Management students, was tasked with encouraging 2 out of 10 travelers to switch from buying tickets through agents to using the SL app.
Within just 3 weeks, we conducted two rounds of user interviews, created wireframes and prototypes, and carried out user testing. We presented our final solution to the client, which was highly praised for addressing user needs and simplifying the ticket-buying process.
Make 2 out of 10 travellers switch from buying tickets with agents to using the SL app.
In Stockholm, commuters can access transportation through two methods—the SL app and a physical card. While it's possible to top up the physical card via the app, many users still prefer visiting agents to complete their transactions.
Our task was to identify the reasons behind this behavior and propose a solution to encourage more users to switch from buying tickets at agents to using the SL app instead.
Locals are aware of the app, but use the physical card and agent to top up.
To understand why travellers prefer agents over the SL app, we conducted user interviews with 33 participants, including locals and newcomers. Initial findings revealed that while 88% of newcomers were already using the app, locals were more reliant on physical cards and agents for ticketing.
88% of newcomers use the app.
57% of locals rely on physical cards.
38% of locals top up their cards via agents.
These findings shifted our focus to locals as the key audience for improvement. We followed up with 4 in-depth interviews to better understand their pain points and behavior.
Key
Insights
Users Wanted to Buy Tickets—The App Made Them Choose Methods First.
“I bought a ticket via app but wasn’t able to use it in my SL card.”
“I thought the App and Card
have different ticket prices.”
Aligning with User Intent - Ticket first, method later.
Testing
Everyday Commuters—Clear and Easy, Even for Senior Users
