Arriva Bus

UX/UI

Driving The Bus Industry Into The Future By Creating Seamless Travel Experiences.

Introduction

Arriva Bus is a major bus operator in the UK. They wanted to create a seamless experience at every stage of the user's journey and become the commuter's mobility partner of choice.

They had a disjointed user experience due to having two seperate apps, one to buy tickets and one for journey planning. They needed a product that was centralised, modern and future-facing, with smooth journey planning and assistive information on-the-go.

Role: UX/UI Designer

Responsabilities:

UI Design.

Interaction Design.

Brand guidelines.

Usability Testing.

Videography.

Arriva's challenges

Disjointed User Experience

Previously, users had to navigate between two separate apps to plan journeys and purchase tickets, complicating what should be a streamlined process.

Dated & Inconsitent Branding

Arriva's branding across platforms lacked cohesion, reflecting an outdated visual identity that failed to resonate with modern commuters.

Perception Of The Bus Service

Public perception of bus services as inconvenient and unreliable needed to be addressed to attract and retain ridership.

Branding & UI Design

The new branding initiative focused on creating a consistent and modern visual identity that aligns with Arriva’s values of reliability and innovation.

Interaction Design

The overarching design principle was “connected”. This principle was used as validation criteria for all designs.

Motion and interaction became instrumental in conveying this principle. We wanted a product that created a narrative, and motion allowed this.

The visual continuity, helps visitors understand where they are in the process and the relationship between different components. Bridging the gap between functional and emotional, and creating a functional but pleasurable experience.

Results and Impact

Streamlined App: Successfully redesigned and merged two distinct applications into a unified platform, centralising ticket purchasing and journey planning. This integration simplifies the user experience by providing a single point of access for all commuter needs.

Increased Brand Cohesion: A consistent branding approach across platforms revitalised the Arriva brand, making it more appealing to a younger, tech-savvy demographic.

In-App Personalisation and Convenience: Introduced new features designed to personalise the user experience. Allowing users to save their favourite journeys and destinations, significantly speeding up repeat use. 

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