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@ Brodmann + Gurú The Brand Buró

My role: User Research Team Leader

Estrella Roja

Rethinking a travel experience by getting to know the journey and needs of bus travelers between Puebla en Mexico City.

User Research, Experience Mapping

In preparation to the relocation of their main bus terminal in Puebla, Estrella Roja wanted to get to know their riders and rethink the service they deliver. They wanted to both compensate inconveniences the new location might bring to the users and enhance the current travel experience. 

 

My participation in this project was focused on user research and experience mapping. We designed interviews and tools to be conducted with bus passengers during their 2-3 hour ride to and from Mexico City. We dug into their travel behaviors and habits, whether they traveled for leisure or business, occasionally or routinely; generating User Journeys, Personas and Jobs-To-Be-Done.

The result of this research was the design of use scenarios for the bus terminal to transform it into a destination of its own where travelers find it valuable to spend their time. The terminal was integrated into the complete experience of making a trip to a different city, instead of it being a mere dot in the line.

Journey Map
Workshop de Innovación
Workshop de Innovación
Entregable de Innovación
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