Mobility as a Service

Designing the future of multi-modal transport solutions for all New Zealanders
Project Overview
Mobility as a Service (MaaS) is a futuristic transport solution. It incorporates a digital ecosystem of a customer-facing mobile app, an integrated transport data platform and a real-time prediction engine. The UX strategy and research role supports the delivery of the MaaS products to ensure maximum user value and optimum user experience.
My Responsibilities
• Established UX research and strategy practices within MaaS (Mobility as a Service) teams, embedding user-centered thinking into the core of product development.

Led discovery and research for new features and products—conducting lab studies, field visits, ethnographic research, surveys, and rapid user testing to surface actionable insights.

Shaped product direction by aligning user needs with agency strategy, driving the development of meaningful, high-impact mobility solutions.

• Facilitated design sprints and strategic discovery phases, translating research into validated roadmaps and features.

• Designed and maintained scalable design system components and pattern libraries for iOS and Android platforms.

• Delivered ongoing product design for the MaaS mobile app, ensuring a seamless, intuitive experience for everyday commuters.
NZ Transport Agency
UX Researcher and Designer
Mar 2019 – Feb 2020
MaaS (Mobilty as a Service) is NZ’s real-time transport solution – enabling users to plan and book multimodal journeys (bus, ferry, train, taxi, shuttle) through a single app. When I joined, the product was driven by a feature-heavy backlog based on early user polls, but lacked a clear prioritization strategy or cohesive user experience – especially for launch regions like Queenstown, Dunedin, and Christchurch.

I reoriented the approach from "feature-centric" to "journey-centric" by developing a holistic UX research and design framework. This involved:

‍• Shifting the mental model: from shipping features to solving real commuter needs.

‍• Conducting in-depth research: mapping how Kiwis navigate their daily routines—commutes, childcare drop-offs, gym sessions—and identifying their transport choices and decision-making drivers.

‍• Defining core focus areas: aligning app functionality with real-world behaviours to drive product clarity and regional relevance.  his shift grounded product decisions in actual user behaviour, enabling smarter feature prioritisation and a more meaningful, seamless experience for all kinds of New Zealanders.