Ponto Certo Bilhete Único – Transforming the User Experience in Public Transportation in Brazil

Founded as a trailblazer in urban transit solutions, the Ponto Certo Network is a pivotal entity within the transport infrastructure arena. Focused on enhancing the accessibility and efficiency of public transport, the Ponto Certo Network stands as a steadfast ally for passengers, aiming to revolutionize urban navigation.

The primary goal of the Ponto Certo Credenciado project was to develop a mobile application to replace the point-of-sale (POS) machines used at various service points across Brazil.

The solution aimed to offer an intuitive, secure, and efficient experience for authorized retailers, enabling them to provide services such as mobile top-ups, single tickets, blue zone parking, gift cards, and game pins, even in remote areas.

The Project

Replace POS machines with a modern mobile application to enhance the experience of authorized partners and reduce costs.

🎯 Target Audience:

Owners of establishments with high customer turnover, such as shops and bakeries near public transport hubs, including remote or high-risk areas.

🔎 Research and Insights

Conducted interviews with current POS users, internal staff from the Commercial, IT, and Maintenance departments who interact directly with the owners. I also performed a detailed analysis of existing data with the BI team.

Key Findings:

💸 High POS Costs: The high costs associated with POS machines limited their large-scale expansion.
🕵️‍♂️ Rigorous Risk Analysis: The need for thorough risk analysis before authorizing new partners restricted network expansion, resulting in insufficient coverage to meet real demand.
😮‍💨 Convenience and Travel: End customers faced difficulties traveling to specific locations to perform top-ups, especially in peripheral areas.

What's the problem?

During the analysis of this product, I identified several critical issues that were negatively impacting the overall user experience.

For that was required a holistic approach, involving a deep understanding of user pain points.

Solutions

Make everyday life easier for consumers by offering more convenience and practicality when recharging their public transport credits. Taking into account determining factors for the final conversion. These are consumption scenarios, varied types of recharges, and solving doubts to avoid chat.

Wokflow

In this flow, you can see in a simplified way how the design of this product was in a macro view of how the intelligence behind this sales system works.

Conclusion

Throughout the iterative design process, we conducted regular usability testing sessions to validate design decisions and ensure that each improvement resonated with the end-users. As a result of these concerted efforts, the product underwent a significant transformation. It became more user-friendly. It also brought positive results for the company in general.

NPS

10% increase in the Net Promoter Score

Conversion

Rate increased from 6% to 11%

Tickets

Less problems, less attendance.

Screen Appreciation

See in detail the main screens of this project!

Important Note: This portfolio aims to share my professional experiences. To protect the commercial interests of the organizations involved, sensitive information such as business rules and security systems has been omitted or generalized.