SL Travel Your Way
In this project during the Humans or Customers module at Hyper Island, SL challenged our team to increase adoption of their mobile app by converting users who still rely on physical ticket agents.
The task was to design an experience that felt genuinely more intuitive, boosting trust, reducing friction, and making the app feel like the obvious first choice.
Client: SL Trafikförvaltningen
Role: Researcher & Ideator
Duration: 3 weeks (2024)
Team Members: Ceyda Karanfil, Franka Weinzierl, Fredrik Rudenstam, Nehalika Jethwani & Vinícius Alves
Overview
Our team responded the brief with Travel Your Way, a concept made to fit modern commuting habits.
The solution combines three key features: FlexFare, Express Card, and Personalised Route Planning, that together reimagine how the app supports real-world usage.
The Process
To shape a solution rooted in real needs, we followed a full Design Thinking process, from research to ideation, prototyping, and testing. This approach helped us stay human-centred at every stage, ensuring our ideas were creative, relevant, feasible, and usable.
Research Insights
By interviewing 29 people, separated into 24 small surveys on the public transport and 5 long interviews by phone, and observing behavioural patterns in different stations, we understood 5 core needs.
Ideation Phase
These insights guided our group during the ideation process, supporting us to make sure that the final solutions were not only good, but helped both SL and the customers to be happy in the journey.
Nudging a New Way to Travel
To make the SL app feel more useful and intuitive, we divided Travel Your Way into three core features, each one tackling a different pain point uncovered during research
The Solution
01
FlexFare + Subscription Model
It is a flexible model for people who don’t commute every day. FlexFare allows users to pay only for what they use, and offers real-time insights on travel patterns. It tracks usage, shows break-even points, and helps avoid overpaying. It's perfect for those whose routines are a bit unpredictable.
We also included a light subscription model to keep travel plans active without penalties, even if you're not riding every day.
02
ExpressCard
We've created a digital twin of the physical SL card, stored in your phone's wallet for seamless contactless travel. So, the users don't need to app-hunt anymore, it's just tap and go.
ExpressCard was created to keep the ticket available even when offline or if your physical card is lost.
03
Personalised Route Planning
Users now can favourite their regular routes and get tailored travel updates via an SL widget. That includes alerts for delays, ticket reminders, and service changes.
Prototyping
& Testing
We built a clickable prototype and tested it with real users to explore how they interacted with our key features. Their feedback helped us simplify flows, validate our ideas, and identify clear next steps for improvement.