Freelance
[2025]
/role
UIUX design
Unifying all transit services – with one platform.
[Mobile MaaS
Platform]
Strategic
Feasibility
Study
Servicing across all cities in the entire Greater Toronto Area (GTA) and leveraging integrated payment through existing Presto infrastructure.
[Greater Toronto Area]
Ontario, Canada
Feature
Highlights
Real Time Information
Door to Door Navigation
Dashboard
Critical information
at a glance.
Transfer timer, Balance
& Ride History
Last Mile
Anytime, Anywhere
Toronto Bike Share Lime & Bird
1/ Context
the pain point
A Disconnected
Landscape
1
Lack of Integration
Local transit offerings forces commuters to constantly juggle +3 fragmented apps (ex., navigation, micromobility, ride sharing). All just to constantly manage real time data, fares, and transfers.
2
Too Much Thinking
3
Practical Usability, Not Data
Learning from the past
Triplinx
(2015 - 2025)
Core Insight
Reliability is the Only Feature That Matters
90%
of Users
Demand real-time information on transit delays.
88%
of Users
Demand real-time information on route and stop changes.
83%
of Users
Demand the ability to track their transit vehicle in real-time.
Key Decision
Data emphasized the need for confidence inspiring metrics.
Before considering total integration with E-scooters or ride hailing, I had to solve this fundamental trust deficit. The goal was to build a confidence engine to facilitate user trust alongside full integration.
The Target User?
Defined as a user who relies on two or more distinct transit networks (ex. Bike Share to Subway, or Bus to GO Train) for a single round trip, prioritizing both speed and cost control.
Competitive Context
Here's The Market Gap.
Integration vs. Aggregation
Competitive analysis confirmed that local existing solutions are primarily data aggregators, but fail as full integration.
3 Products
Deployed Products
Google Maps
Transit
Jelbi
Google Maps
Aggregator
Search &
Navigation
Pros
Global Data
Ubiquitous Map
Cons
No fare/transfer integration (Presto)
No E-mobility integration.
Takeaways
Unified Fare Management (Full PRESTO integration).
Transit
Aggregator
Real Time
Transit Search
Pros
Strong Real Time Data
Thriving alternative to Google Maps
Cons
Poor multi agency (TTC/GO) flow
Lack of price transparency
Takeaways
Unified route comparison that balances time and cost.
Jelbi
Full Integration
Multimodal Mobility
Integration Precedent
Pros
Deep, transactional MaaS integration of 13+ modes.
Cons
Requires high institutional alignment (Government ownership).
Takeaways
Complete transit management designed for full integration.
Key Finding
A Critical Gap
2/ Develop
Feature Prioritization
Combating Confidence Killers
Our design was engineered to directly combat the three biggest "confidence killers" identified in the Metrolinx research: fare uncertainty, transfer anxiety, and last mile friction.
Solution 1
Combating Fare Uncertainty
/Live Account Balance
The Data
An overwhelming 89% of users demand fare information within their trip planning tool. Additionally, 59% want to see PRESTO wallet balance to make informed decisions.
Design Execution
The dashboard's priority will be dedicated to the user's PRESTO balance, and showing fares on routes. It's a proactive answer to the user's most pressing financial question.
By presenting this information immediately, we eliminate the need to switch to another app and instantly reduce financial anxiety.
Solution 2
Eliminating Transfer Anxiety
/actionable steps
at transfer
/Transfer Timer
The Data
Top priorities for users are real time, accurate information about their journey. A tool that is "not always accurate" or "glitchy" (the top complaints for the old system) directly erodes trust.
Design Execution
The map interface is prioritized for clarity and action. It will use a strong visual hierarchy to highlight the active routes, reducing the cognitive load of interpreting transit complexity.
Each transfer point is a clear, actionable step with real time data (ex. GO Train arrives in 7m), transforming a moment of anxiety into a moment of calm confirmation.
Solution 3
Solving the Last Mile Friction
/Total Integration
The Data
While only 49% of users initially felt integrating individual mobility was important, we interpreted this not as a lack of desire, but as a symptom of a broken core experience. Recent surge in last mile transport popularity further supports this decision. Users can't think about the "last mile" when they can't trust the "first fifty."
Design Execution
Our strategy solves the primary transit journey first, building the trust necessary to make micro mobility a viable extension. Instead of just showing icons for locating services, the UI provides value by informing decisions, such as "3 Docks Nearby."
A PRESTO universal Scan to Unlock UI makes the transition from transit to bike share and MaaS services seamless and contained entirely within the trusted app ecosystem, completely solving the fragmented journey - between multiple services.
IA Strategy
Prioritizing Decisions First
To combat deep menus, I flattened the hierarchy into a Decision First Model. The Dashboard acts as a persistent status indicator, prioritizing immediate data: Location and Balance, orienting the user instantly before they act.
Project Structure
Information Architecture
Contextual Access
The flow prioritizes immediate mobility over administration, using a shallow depth structure to reduce interaction cost, as well as to maximize map screen real estate.
Detailed View Partition
High velocity actions (Navigation, Unlocking) remain on the surface. Low frequency admin tasks (Reloading, History) are tucked in the expandable Detailed View, ensuring the app remains a tool for movement, not management.
Scan Carousel
A swipe interaction toggles providers (Bike Share, Scooter). This keeps the critical Scan to Unlock CTA accessible in a single gesture, preserving screen space while allowing for infinite partner scalability.
Wireframing
Dashboard Design
Balancing Context vs. Speed
The design challenge was reconciling two competing user needs: the need for spatial orientation (Where am I?) and the need for immediate action (Unlock a bike). Early explorations swung too far in either direction before landing on a hybrid solution.
Lofi Wireframe #1 + #2
Two Approaches
Pure Exploration (Map First)
While excellent for context, it buried the primary utility (Unlocking/Booking) inside a minimized bottom sheet, creating high interaction cost for commuters who just wanted to ride.
Selection Prioritized
While accessible, it siloed the experience. It forced users to commit to a mode (ex. "Bike Share") before seeing if a bike was actually nearby, violating the "Decision First" principle.
Final - Lofi Wireframe #3
The Hybrid State
Informed & Quick Decisions
The final direction synthesizes the best of both worlds. It retains the live map for immediate spatial awareness but elevates the "Quick Access" row to the surface level.
It allows for an instant transportation decisions without blocking the user's view of their transfer status or location.
Key Decision
Minimizing Interaction Cost with Non-Modal Design
Prioritized a non-modal architecture.
Exposing "Scan to Unlock" directly on the map eliminates mode switching friction, enabling immediate action without losing spatial context.
Maximizing Function, Minimizing Cognitive Load
With the hybrid model selected, development focused on refining three critical points: the Dashboard state engine, the universal mobility unlocking flow, and the multi-modal navigation logic. The goal was to ensure every transition felt continuous, reducing the cognitive friction of switching between transit modes.
Dynamic Design
Dashboard
Refining for a dynamic state based Dashboard
rather than a static menu.
The default view prioritizes the Quick Access options, keeping high velocity actions (unlocking a bike) immediately available.
The Expansion (Screen 2 & 3)
Dragging up reveals the Detailed View, which houses lower frequency tasks like Reload Presto and Ride History. This partition ensures the map remains the hero, preserving spatial context while allowing complex account management.
Unifying the Action Layer
Mobility Services
To integrate disparate providers (Bike Share, Lime, Bird) without fragmenting the UI, the interaction model was unified.
Regardless of the provider selected in the carousel, the primary action remains a consistent "Scan to Unlock" button. This simplifies the complexity of third party APIs into a single, predictable user behaviour.
Elegant and seamless solution to numerous fragmented service providers, unified by Scan to Unlock.
Minimizing Thinking
Integrated Navigation
Multi-modal routing is complex. To prevent decision paralysis, I designed the route selection screen to expose the trade-offs explicitly. Instead of a generic list, options are categorized by critical user priority: Fastest, Cheapest, or Optimal.
Simplifying Decisions
Transforms a complex algorithmic output into a simple human decision.
Fastest / Cheapest / Optimal
"Do I have more time
or more money right now?"
Key Decision
Strategic Rationale Reducing Cognitive Friction
We integrated a dashboard state engine, standardized "Scan to Unlock" patterns, and simplified routing into clear "Time vs Cost" trade offs. This system logic ensures seamless continuity across every multi-modal transition.
3/ Execution
Execution Strategy
From Fragmentation to Flow
By resolving the operational friction between rigid transit schedules and on demand mobility, we transformed PRESTO from a passive wallet into an active confidence engine, eliminating the cognitive load of app switching at critical journey moments.
Reference Points
PRESTO Identity
The approach required addressing major critical points and full integration of local transportation options; All while carrying the current brand language of PRESTO.
Directly evolving from the existing wallet management app, seamlessly onboarding existing PRESTO users.
Existing PRESTO App
(2025)
Final Design
The Dashboard
From a static wallet
to actionable confidence
Building Trust
/Live Transfer Timer
/PRESTO Wallet Balance
/Real Time Map view
Information
Architecture
Dashboard
Search
Transport
Balance
Proactive Information
The map first interface is designed to answer a user's most critical, high anxiety questions without a single tap.
Proactively presenting the three data points that ensure commuter confidence.
PRESTO Wallet Balance
Directly Answers -
/Can I afford this ride?
/When should I reload my PRESTO?
Live Transfer Timer
Directly Answers -
/Am I still on my transfer?
/When does it end?
Real-time Route Data
Never miss a route again.
Delays? Early? No problem.
Final Design
Bike Share TO Integration
Seamless Connection
To Current Infrastructure
cycling the last mile
/Real time Dock Stats
/Integrated Unlock API
/Proximity Based Context
Information
Architecture
Dashboard
Bike Share
Scan to Unlock
Final Design
Last Mile Mobility
A Unified Interface
For A fragmented Market
Standardizing Fragmentation
The micro mobility landscape is fractured by competing operators, often forcing users to juggle multiple accounts. We prioritized a provider agnostic design, distilling the complexity of multiple APIs (Lime, Bird, etc.) into a single, consistent interface.
By normalizing the interaction into a universal "Scan to Unlock" pattern, we decoupled the utility of the ride from the specific app required to use it: shifting the user's decision metric from "Which app do I have?" to a simple "Which vehicle is closest?"
/Provider Agnostic UI
/Unified Payment Layer
/Real Time Inventory
Information Architecture
Dashboard
E-Mobility
Scan to Unlock
Final Design
Complete Public Transit Integration
From Data Overload
To Clear Direction
removing the noise
Isolating for transit
This view renders complex transit data into a simple visual hierarchy.
Active Transit Map
Route Corridors
High contrast lines visualize the multiple transit lines for rapid service recognition.
Stop Nodes
Specific markers (ex. 97AB) surface critical transfer points.
Vehicle Tracking
Enables passive monitoring of live arrival times without requiring the friction of a destination input.
Supporting Habitual Behavior
Transit maps are often paralyzed by data density. For daily commuters who need status rather than directions, I implemented a "Zero Input" transit view led by dynamic visual hierarchy.
By suppressing irrelevant data and isolating real time vehicle positions, the interface transforms from a static map into a focused real time monitor: eliminating the cognitive load of "planning" a known trip.
/Active Line Isolation
/Real Time Vehicle Tracking
/Contextual Stop Data
Information Architecture
Dashboard
Transit
Final Design
Multi-Modal Integrated Navigation
Clear and Actionable
Decisions at a glance
Suggested routes
Algorithmic Sorting
The interface replaces raw data analysis with clear value decisions. By tagging routes as "Fastest" or "Optimal," the system instantly calculates a "Time vs Cost" ratio, allowing users to identify the best option at a glance.
together at every transfer
Multi modal journeys are often rejected due to the cognitive effort of comparing variables, across numerous services. Research shown that users want to sort by time (84%) and fare cost (79%).
A routing engine was designed that democratizes this data. By presenting "Lowest Fare" alongside "Fastest," users are empowered to make active value based decisions, trading 10 minutes of time for $3.00 in savings - without leaving the flow.
/Time vs. Cost Sorting
/Multi-Modal Stitching
/Live Step-by-Step
Information Architecture
Dashboard
Search
Route Select
Projected Outcomes
Impact based on data
Strategic Alignment
Bridging User Needs & Business Goals
By realigning the PRESTO digital experience with the core needs identified in the prior Metrolinx user experience research, this redesign is positioned to deliver measurable improvements in user satisfaction and operational efficiency.
+ 20%
CSAT Lift
Closing the Satisfaction Gap
By directly resolving the "poor layout" issues cited by 34% of detractors and also integrating the real time data demanded by 90% of users, we project lifting Customer Satisfaction Score (CSAT) from the current agency benchmark (63%) toward the industry leader standard (83%).
89%
Of Riders
Resolving Financial Anxiety
Financial ambiguity is a top friction point. By displaying "Total Trip Cost", a feature explicitly demanded by 89% of riders, we transform the app from a passive wallet into an active decision tool, eliminating the need for manual calculation.
49%
Untapped
Demand
Unlocking End-to-End Journeys
Current fragmentation suppresses usage. By unifying the "Scan to Unlock" flow, we remove the app switching barrier for the 49% of users who want integrated mobility (Bike Share, E-mobility), effectively activating a dormant segment of the market.
4/ Reflection
[under Construction]
Reflection Coming Soon.
Currently busy reflecting, come back shortly.
Thinking…