Transit Flow app.
My role: User Research, UX Design, Prototyping, UI Design, Information Architecture
Tools used: Figma, InVision, Moqups, Marvel App, OptimalWorkshop.com
Overview
A smart commute assistant for busy city commuters
the challenge
Commuters rely on transit systems to get to work and home on time, yet many experience friction during their daily routine. Payment systems like Presto simplify fares, but several pain points remain:
• Transit card balances running out unexpectedly
• Delayed payment updates
• Missing buses or trains due to timing misjudgments
• Stressful morning routines where small delays compound quickly
For many commuters, especially during busy mornings, even a few minutes of lost time can mean missing a train or waiting another 15 minutes for the next one.
How might we design a system that helps commuters stay on time while simplifying transit payments and trip awareness?
The Opportunity
Existing transit apps focus primarily on route planning and schedule lookup.
However, interviews revealed something different: commuters weren’t struggling to find routes—they were struggling to manage time and payments during hectic routines.
The opportunity was to design a product that acts as a commute assistant, not just a transit utility.
The Solution
TransitFlow is a smart transit wallet and commute assistant designed to reduce friction during daily travel.
The product focuses on three core experiences:
Smart transit wallet
• Real-time balance updates
• Automatic top-up when balance drops below a threshold
• Quick tap payment support
Predictive commute reminders
• The app learns commute windows (ex. 7:30–9 AM)
• Sends alerts when it’s time to leave to catch the next train
• Prevents missed connections
Watch-first experience
• Discreet vibration reminders
• Quick balance glance
• Ride confirmation notifications
The phone handles setup and customization, while the watch supports quick real-time interactions.
User Research
To better understand commuter behavior, I conducted interviews with 10 transit users aged 28–45 in Toronto who regularly commute using the TTC and GO Transit.
The goal was to understand their routines, frustrations, and how they interact with transit technology.
Key Questions
• How often do you take public transit?
• How do you currently pay for transit fares?
• Tell me about the last time something disrupted your commute.
• Do you ever worry about missing your train or bus?
• What would make your commute easier?
Key Insights
Several clear patterns emerged.
Commuters prioritize reliability over features
Most participants simply wanted a frictionless way to get to work without delays.
Payment friction creates anxiety
Users were frustrated when transit balances ran out unexpectedly or when top-ups were delayed.
Time perception during busy routines is unreliable
Many commuters believed they had “five more minutes” before leaving, only to miss their ride.
Minimal interaction is preferred
Participants preferred quick, glanceable information rather than complex transit planning tools.
Personas
Based on research insights, I created two personas representing common commuter behaviors.
Chris — The Focused Professional
• Works downtown
• Relies on GO Train daily
• Values reliability and efficiency
• Wants reminders so he never misses his train
Terri — The Busy Multitasker
• Commutes across multiple transit lines
• Often distracted by work messages and family responsibilities
• Wants quick payment and simple alerts
Both personas highlighted the importance of automation and minimal interaction.
Information Architecture
Using research insights, I created a simplified feature structure focused on the core commuting tasks.
Primary Features
• Account creation
• Transit card connection
• Balance and fare tracking
• Auto top-up
• Commute schedule setup
• Smart leave reminders
To validate navigation structure, I conducted a card sorting exercise using Optimal Workshop, helping define how users expected transit features to be organized.
CARD SORTING VIA OPTIMALWORKSHOP.COM
IA - CREATE AN ACCOUNT
IA - LINK YOUR PRESTO CARD
IA - TOP UP PRESTO CARD
USER FLOW
LINKING USER’S TRANSIT ACCOUNT TO THE APP
TOPPING UP THE APP
SKETCHES
I started brainstorming logos and look and feel. Coming up with brand adjectives helped me narrow my vision. I sketched different ideas first, and then created digital versions of my favorites.
CONCEPT SKETCHES TO DEVELOP FUNCTIONALITY AND LAYOUT.
Design System
The buttons, fonts and colours were added to the Style Guide, a constantly changing document that contained the app components and UI patterns.
Visual Design
The interface was designed to support quick, glanceable information.
Design principles:
• Large readable numbers
• Minimal navigation layers
• Clear status indicators
The visual language draws inspiration from modern fintech apps and digital wallets, emphasizing clarity and trust.
FINAL Mock ups
Daily Use (Watch + Phone)
The system then assists users passively.
Examples:
Balance monitoring
Users can quickly check their balance before boarding.
Smart leave alerts
Example notification:
“Leave in 4 minutes to catch your 8:00 AM train.”
Tap ride confirmation
After boarding, the app confirms the fare deduction and updated balance.
Final Outcome
TransitFlow transforms the transit experience from a reactive tool into a proactive assistant.
Instead of asking commuters to constantly check schedules and balances, the system quietly manages timing and payments in the background.
Key benefits include:
• Reduced missed rides
• Faster fare payments
• Lower commuter stress
• Better awareness of upcoming transit
What I Learned
Commuting is a behavioral problem as much as a transportation problem.
People rarely miss transit because they lack route information. They miss transit because mornings are chaotic and time perception is unreliable.
Designing for these behavioral realities led to a more meaningful product.
Additional lessons included:
• Early wireframing prevents costly design revisions
• User interviews reveal deeper behavioral insights than feature brainstorming
• Passive assistance is often more valuable than complex functionality
How I Added Value
• Reframed the product from a payment utility into a commute assistant
• Simplified navigation to reduce cognitive load during busy routines
• Introduced predictive leave reminders to reduce missed rides
• Designed a phone + watch ecosystem for faster commuter interactions