Metro -Product Design | Mobile App
Enhancing Daily Commutes: A User-Centric Digital Travel Companion
Introduction
Over 200,000 daily Metro riders in Santo Domingo face common challenges
The Santo Domingo Metro is the most important transportation method in the Dominican Republic, used daily by a wide variety of commuters. These users rely on the Metro for their daily commutes to work, educational institutions, and other destinations across Santo Domingo.
Despite its efficiency in connecting key parts of the city, the Metro system poses several challenges for its users, including long lines for ticket purchases and limited payment options.
My Role
Product Designer
Scope
User Research
Interaction Design
Prototyping
Usability Testing
Timeline
March 2023
Challenge
Been there, done that
The Problem ⚙️
Long ticket lines waste time: Users experience delays and frustration due to long waiting times at ticket counters.
Cash-only payments create barriers: Relying solely on cash limits payment flexibility.
No seamless digital experience: The lack of an integrated digital platform makes planning and paying for travel inefficient.
The Solution 🧠
Streamlining ticketing with digital solutions: Reducing inefficiencies by enabling digital ticket purchases for quicker, hassle-free access.
Expanding payment options for flexibility: Introducing multiple payment methods.
Improving usability: Making the app easier and more intuitive for all users.
Research
What is the Metro experience like for commuters?
I conducted one-on-one interviews with students and graduates from three major universities in Santo Domingo: APEC, UTESA, and UASD. These interviews provided valuable insights into their experiences, challenges, and expectations when using the Metro, as well as their desires for a potential mobile solution.
Meet our user personas
Based on the interviews, three key personas were created to guide the design process:
Jose Antonio
22 years old
•
College Student
•
Regular Commuter
Tech-savvy
Social
Adventurous
Curious
Main Goal: Simplify daily commute, save time and money.
Goals
List of other user goals
Purchase and recharge metro cards
Receive real-time updates
Plan efficient routes
Pain potins & objections
List of points of frustration that the user encountered
Long queues at ticket counters
High risk of losing funds with metro cards
Complex fare system
Ana Laura
32 years old
•
Sales Manager
•
Professional Commuter
Organized
Detail-Oriented
Efficient
Ambitious
Main Goal: Optimize daily commute, save time and stay productive.
Goals
List of other user goals
Plan efficient routes
Access work-related resources
Manage time effectively
Pain potins & objections
List of points of frustration that the user encountered
Overcrowding during peak hours
Long queues at ticket counters
Limited payment method for ticketing
Tim Ballard
50 years old
•
History Teacher
•
Elderly Commuter
Traditional
Patient
Cautious
Observant
Main Goal: Easily navigate and reach destinations on time.
Goals
List of other user goals
Ensure a hassle-free experience
Access route maps
Receive real-time updates
Pain potins & objections
List of points of frustration that the user encountered
Long queues at ticket counters
Confusing Metro layout
Safety concerns regarding machine’s hygiene
Insights
We all hate to wait and be late
Through interviews with daily Metro commuters, key pain points were identified. These discussions provided valuable perspectives on their pain points, needs, and expectations, guiding the direction of the app's design and ensuring it addressed real user challenges.
University students are among the most frequent Metro users.
Key pain points include ticketing inefficiencies and limited payment options.
Digital solutions like contactless payment could significantly improve user satisfaction.
$160.00
2006295025
CTA
M3667
Francis Santos
Código
Balance
Metro
Banco BHD
Metro
Casi llegamos!
25 Min
Proxima Estación
J.P Duarte
Prof. Juan Bosch
para desabordar
Juan Ulises Garcia
Juan Pablo Duarte
Freddy Beras Goico
Trasnfer
Pedro Mir
Linea 2
Recorrido de Viaje
25 min
Pedro Mir - Prof. Juan Bosch
8:22 - 8:34
1
**** **** **** 4157
**** **** **** 2361
**** **** **** 6219
Ulises F. Espaillat
Pedro Mir
Freddy B. Goico
Juan U. Garcia
J.P Duarte
J.P Duarte
Cnel. Rafael
Prof. Juan Bosch
Casandra Damiron
Joaquin Balaguer
Prospekt Svobody
A
B
$60.00
$10.00
$20.00
$60.00
Define & Ideation
So what are the users needs?
Efficiency
Digital ticket purchasing to eliminate long lines and manual processes.
Simplicity
Integration of contactless payment systems for hygiene and convenience.
Security
A mobile wallet feature to reduce the risk of losing funds associated with physical cards.
Design & Solution
A better way to travel
The solution was designed to provide a user-friendly interface tailored to the needs of diverse commuters.
Design System • Color Palette
#FFFFFF
Neutral • White
#0DC5A3
Primary/Brand • Caribbean Green
#6AB6F8
Highlight • Light Azure
#3152BA
Highlight • Cerulean Blue
#EE4A46
Accent • Carmine Pink
#00724F
Secondary • Bangladesh Green
#18181B
Neutral • Eerie Black
Aa
Poppins
Light
Regular
Medium
Semibold
Bold
Aa
Gg
Mm
Ss
Zz
Bb
Hh
Nn
Tt
Cc
Ii
Oo
Uu
Dd
Jj
Pp
Ww
Ee
Kk
Xx
Ff
Ll
Rr
Yy
1
2
3
4
5
6
7
8
9
10
Design System • Typography
Interested in working together?
Share your next big idea, get in touch to discuss how I can help.
