Challenge
The main challenge was to design a seamless and user-friendly ticketing experience within the Alipay app, addressing the common pain points faced by travelers. The aim was to enhance user satisfaction by simplifying the booking process, providing clear information, and ensuring travelers feel connected and prepared for their journeys.
Figma
Tools used
Jun 2023 - Aug 2023
Timeline
Industry project
Project
My role
UI/ Interaction Designer
Overseas Rail and Bus
Design end-to-end ticketing experience for Alipay’s global users when traveling
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Design brief
The goal was to create a mini-program integrated into the Alipay app, serving as Distribusion Technologies’ presence. This mini-app aims to streamline the ticketing experience for travelers booking bus or train tickets.
Understanding business goals
Initially, I had kick-off meetings with Distribusion technologies's board of directors, product managers, senior product designers and retail managers to gain a better understanding of business values and objectives for the project.
Increased Market Penetration
Leverage Alipay to reach millions of potential customers, enhancing brand visibility and expanding market share.
01
Higher Conversion Rates
Simplify the booking process with clear information to boost booking completions and revenue.
03
Increased Market Penetration
Enhance partnerships with transport operators and financial institutions through improved services and integration.
05
Comprehensive Service Offering
Offer comprehensive details on amenities, schedules, and policies for seamless travel planning and booking.
02
Competitive Advantage
Establish Distribusion as a tech-savvy, customer-focused leader in bus and train travel.
04
Company background
Distribusion is the leading global distributor (GDS) for airport shuttle & intercity bus rides.
Offers 4+ million bus rides from 200+ operators to 2,500+ destinations and 300+ airports.
Dominant market leader in Europe for bus travel.
Partner background
Alipay is one of the largest mobile payment platforms in the world, functioning primarily as a payment service provider and facilitating mobile transactions between customers and businesses on the Alipay app
How might we design an intuitive and comprehensive ticketing experience for Alipay users to effortlessly book and manage their bus and train journeys?
HMW Statement
I engaged with the Customer Service team to compile the predominant user pain points encountered during the process of booking bus and train tickets.
Methods used
Online surveys
In-person interviews
Research
Research goals
Identify the primary pain points travelers face when booking bus or train tickets.
Understand user preferences and expectations for a seamless ticketing experience.
Gather insights on the desired features and information that would enhance the travel planning process.
Key findings
Users expressed frustration with limited route options and complicated search functionalities.
Keeping track of journey details, refund, and cancellation policies was challenging for users.
Many users found the current booking process convoluted, lacking clear and concise information.
Users felt unprepared for their trips due to insufficient information on amenities like Wi-Fi, power outlets, and pet policies.
User persona
Based on the key findings from the user research phase, I moved on to develop the personas for our target user group.
Empathy map
In order to better understand our target audience's needs (who are frequent travelers) and to gain more informed design decisions later, I created an empathy map based on our interview session with Li Wei.
User flow
After having defined the main features of the mini-program, I created two main user flows: (1) searching and booking the tickets, (2) reviewing and managing trips/ tickets for amendment, refund and cancellation.
To enhance brand recognition, visibility and market share of Distribusion in the Alipay's ecosystem, I applied Distribusion Technologies's design guideline into the mini-program UI design. However, the mini-program UI design is also required to meet Ant Design System's standards for smoother integration and adaption into Alipay's apps system.
Style guideline
Distribusion Technologies's design system guideline
Ant Design Mobile UI components
We optimize the searching experience by providing a huge number of available trips and schedules with detail trip information, giving passengers more freedom and flexibility when traveling.
Introducing
Overseas Rails and Bus - an Alipay's mini-app that provides a smooth and user-friendly end-to-end ticketing experience for Alipay’s users when traveling internationally.
01
Making the searching experience faster and more informative for passengers
We simplify and minimize the steps of checking out as little as possible to provide a smooth and easy experience for our passengers.
02
Easing and fastening the whole check-out process
With Ticket management feature, passengers will be given more control on tracking either their upcoming or past journeys. We also give the users option to manage their tickets, easing the cancellation and refund experience.
03
Helping the users manage their bought tickets better
Booking confirmation screen
Manage past/ upcoming tickets screen
Booking cancellation confirm screen
Manage booking details screen
Usability testing
Once the last prototypes were completed, I executed usability testing to confirm that the solutions successfully improved the ticketing experience for the passengers.
of users found it significantly easier to locate and select their desired trip compared to previous experiences.
of participants felt the booking process was simpler and more straightforward.
felt more confident about understanding refund and cancellation policies.
of passengers felt better prepared for their trips thanks to accessible information on amenities.
Opportunity for full control and ownership in a company project, enhancing project management and cross-functional communication skills.
Valuable experience collaborating with product managers and developers, understanding technical constraints and API readiness impact on user flow and interface design.
Exposure to an intense startup environment provided insight into the day-to-day pressures, prioritization, and time constraints of a UX designer