HSL Redesign
Unlock Flexibility, Savings, and Seamless Journeys with HSL
The HSL app is a public transportation app used by residents, commuters, tourists, and other users in the Helsinki metropolitan area. This redesign project aims to identify the problems faced by international students when using the app and explore possible improvements to make it more user-friendly and accommodating to their needs.
Team
Solo project
Role
Visual Design
UI & UX Design
Time
Spring
2023
Duration
2
weeks
As an international student, I embarked on the journey to improve the HSL app, reflecting on my personal frustrating experience. The app failed to bridge the gap between HSL card usage and app functionality. Unable to top up my card on the app and facing student status verification issues, I hardly engaged with other app features. With Helsinki hosting a growing number of international students, my interest in identifying their challenges and enhancing their experience intensified.
Research and User Insights
Conducting interviews with 6 international students, I audited the app interfaces and organized insights using an affinity map. Key themes emerged:
Underutilized Home and Routes Pages
Home page news lacked relevance, while route planning paled in comparison to Google Maps.
HSL Card Limitations & Top-up Issues
App-card integration issues hindered a seamless experience.
Ticket Flexibility
A craving for flexible ticket options during specific low-activity periods emerged.
Competitive Analysis
The competitive analysis highlighted that users favored Google Maps due to integration with services and superior visual hierarchy. Examples like Guangzhou Metro's QR code-based entry, its fare strategy, and London Transport's discounts provided insights for my final design.
Integration with Other Services (iconic places, restaurant reservations, museum ticket…)
Better visual hierarchy
A vast and up-to-date database of locations, routes, and transportation options.
Multiple alternative routes and various modes of transport (e.g., walking, cycling, driving, public transportation) for a single journey.
Allows users to check in and check out stations with QR codes, and the system will automatically charge the appropriate fee from the bound bank card.
Upon reaching a certain number of trips, users will automatically receive a discount on their journey
Adopt contactless payment methods, allowing users to use their debit/credit cards or mobile devices for seamless fare payments.
Transport for London offers students a 34% discount during off-peak hours.
The app provides widgets for users to check their status.
Ideation
Wireframe
Solution
Improved Route Planning
Merging alerts on route changes with route planning, enhancing visual hierarchy, and adding shortcuts for essentials like nearby amenities.
HSL Card Binding
Enabling binding for seamless card access, top-up, check-in, and check-out. Ensuring travel and transaction tracking ease.
On-demand NFC Ticketing
Utilizing NFC capabilities for instant ticketing, easing travel procedures.
HSL Flex Products
Introducing customizable HSL Flex products with varying discounts (Easy Flex, Morning Flex, Weekend Explorer) to suit diverse needs.
Final UI
Routes
HSL card banding
Enabling binding for seamless card access, top-up, check-in, and check-out. Ensuring travel and transaction tracking ease.
This solution addresses the inconvenience of physical card dependence, offering users the streamlined experience they need
On-demand NFC Ticketing
Effortless Payments
Implemented on-demand ticketing using built-in NFC capabilities for quicker and smoother transactions. Check in and out with just your Debit/Credit Card.
Hassle-Free Public Transport
No more zone checks and ticket purchases. The system automatically charges you based on travel history and applies any discounts you have.
HSL Flex Products
Save more with flexibility
Introducing customizable HSL Flex products with varying discounts to offer more flexibility.
Morning Flex
20% discount on trips during specific hours (6:30 AM - 9:30 AM) across AB zones.
Evening Flex
20% discount on trips during specific hours (8:30 PM - 11:30 PM) across AB zones.
Student Flex
40% discount on all trips across AB zones.
Weekend Explorer
30% discount on trips during Friday, Saturdays and Sundays across all zones (ABCD).
Full-day Flex
20% discount all day across AB zone.
User Feedback
The implementation of an NFC card for seamless ticketing, the integration of News and Routes page, and the HSL Flex feature received positive feedback from testing users. The app's enhanced ticketing experience and cost-efficiency catered to the specific needs of international students, providing a seamless and convenient ticketing solution.
What I learn
This project underscored the significance of personalized experiences in digital products and the imperative of considering diverse user needs.
If I have more time
Given more time, I'd collaborate with stakeholders to align solutions with business objectives, ensuring feasibility. And workshops would be conducted to validate the proposed enhancements and refine strategies to perfection.
Persona
Using the insights gained in the research stage, I was able to develop two user personas to help me hone into the problem this two user groups were facing.
