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 within the MaaS teams
• Developed products that best meet user requirements and align to NZ Transport Agency strategy
• Independently organise, conduct, and analyse user behaviour through lab studies, field visits, ethnography, surveys and other research methods
• Delivered high-quality user experience research
• Led strategic discovery phases for new features and products
• Conducted rapid design sprints and user testing to guide the development of product roadmaps and features
• Developed scalable design system components and pattern libraries for iOS and Android devices
• On-going product design for the Mobility as Service mobile app
NZ Transport Agency
UX Strategist & Researcher
UX Designer
Mar 2019 – Current
The goal of "Mobility as a Service" (MaaS) is to design New Zealand's real-time transport solution that helps you get wherever you need to go. Select where you want to go, then choose from a number of travel options - taxi, bus, ferry, train or shuttle - and see exactly when your transport will arrive, in real-time. MaaS is a new approach to transport that combines journey options from all transport providers into a single mobile service.

When I joined the project, there was already an extensive list of possible app features, based on earlier user polls of what features were well-liked. However there was little clarity on how the features would be prioritised, and how they would come together to create an holistic user experience. Furthermore, it wasn't clear on what the main focus areas for the MaaS app should be, in the launch region of Queenstown, Dunedin and Christchurch.

As the UX Strategist and Researcher, I created a UX research and design framework that took the app from a "feature-centric approach" to a "customer journey-centric" approach. We did this by flipping the mental model from a long list of feature backlogs, and instead focusing on how the MaaS app can fit into everyday life of New Zealanders.

First we needed to understand how Kiwis conducted their journeys, whether it be getting to work, going to the gym or dropping-off kids at daycare. What modes of transport did they prefer to use and why? Once we learned about their motives, we could then understand their behaviour, and thus what mobile app features they needed to help their journeys.