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.
ALLEN SW HUANG © 2025
LINKEDINInstagramPINTEREST