My Role
User Researcher & UX Designer
Responsibilities
User research, feature roadmap, usability testing, product strategy
Team
Researchers, Designers, Client team, Entrepreneur-in-Residence
TLDR;
SOLUTION
An app revamp and overhaul
Redesigned the app's information architecture to streamline core user journeys
Defined clear objectives for existing and new features including gamification elements to incentivise repeat usage
Restructured content to surface most relevant calls-to-action while meeting varied business, stakeholder and partnership requirements
OBSTACLES
Navigating shifting team structures:
Ongoing restructures and organisational changes required constant realignment across teams
Balancing diverse stakeholder priorities: With input from numerous departments and partners, aligning on a unified content strategy proved challenging, often requiring negotiation and compromise
Tight timelines and shrinking budgets: Time limitations and progressive budget reductions required us to adapt our scope, simplifying flows and interface components while still preserving core functionality and user value
KEY TAKEAWAYS
Content we designed for today will change for tomorrow... While our goal was to build with flexibility in mind, we learned that strong content strategy is a prerequisite for good UX. Although the design accounted for content variability, the business’s ability to continuously produce content was a key dependency. In hindsight, modularity alone wasn’t enough—dynamic content sets may be a more effective solution next time
Clarity over perfection...with numerous variables and moving parts, aiming for 'perfect' can be an unrealistic goal, focusing on clarity and consistency was a more effective strategy
Background
I collaborated with a multinational industrial, automotive, and consumer electronics corporation to design a modular, fully integrated service to help bus operators navigate their transition to net zero. The goal was to support operators strategically across planning, infrastructure deployment, operations, and fleet management.
Problem
Bus operators are increasingly interested in decarbonising their fleets and depots, but the path to net zero is complex and uncertain. Questions about which technologies to adopt, how to manage operational complexity, and how to access actionable data create hesitation. Operators worry that making the transition could compromise the reliability of their services.
The Opportunity
Users needed clarity, confidence, and practical guidance to make informed decisions and take the first step in decarbonisation.
Simplify complex decision-making by providing actionable insights and prioritised next steps for operators.
Enable operators to anticipate and mitigate operational risks during the transition to new technologies.
Offer tools and resources that help organisations measure impact, track progress, and demonstrate value to stakeholders.
Zero to One
A Venture-Building Approach
Determining needs
Instead of starting with preconceived solutions and assumptions, we began with a blank slate, seeking to uncover the real challenges bus operators faced. We immersed ourselves in their environment, behaviours, and decision-making processes, exploring both the problems they encountered today and what would truly motivate them to adopt a new service.
By testing multiple ideas early and iterating rapidly, we were able to identify solutions that were desirable, feasible, and commercially viable. This approach not only de-risked the product concept but also ensured that every feature we designed was grounded in real user needs, while uncovering broader opportunities in decarbonisation services.
Customer Development
User Research
The Human Challenge
Operators lack confidence in navigating new technologies and managing organisational change.
The Tech Challenge
Existing systems are fragmented, data is siloed, and integrating new infrastructure is complex.
The Finance Challenge
Transitioning is costly, with uncertainty around ROI and asset value.
We conducted over 140 interviews across bus operators, local authorities, OEMs, and EV experts in the UK, Benelux, Nordics, and the US. Our research surfaced three overarching pain points:
These insights directly informed which features and solutions would provide the greatest impact for users.
User Research
Concept Testing
We synthesised research findings and moved into ideation, using concept cards to test over 30 potential solutions. These covered finance and leasing models, renewable energy generation and storage, condition monitoring, transportable charging, and turnkey decarbonisation services.
This method allowed us to quickly validate which concepts were most desirable, map them along a transition timeline, and prioritise features that addressed the highest-value pain points for operators. By visualising how concepts related to each other, we could design a cohesive service journey that met user needs at every stage.
User Research
Testing & Iterating
Concept testing confirmed that operators needed a phased approach addressing human, technical, and financial barriers.
Through multiple rounds of prototyping and iteration, we:
Prioritised MVP features based on user value
Refined user flows to simplify complex transitions
Tested feasibility and assessed competitive opportunities
This iterative process ensured that every feature delivered tangible value, while simultaneously de-risking development and aligning the product with market needs.
Solution
Design Solution
We designed an end-to-end service that supports operators across the entire transition journey, from planning and finance to infrastructure deployment and operational management.
Energy transition planning
Grid connection management
Route scheduling and optimisation
Fleet telematics and condition monitoring
On-site renewable energy generation
Key Solutions
Key Takeaways
Operators needed reassurance and a clear path forward, this solution allowed them to:
1. Guidance in the Net Zero Journey
Understand their optimal transition path based on their business needs
Access guidance on procurement, financing, and leasing options
Take confident first steps with practical support
Reliable infrastructure and clean data were essential. Operators needed to be confident that:
2. Transparency and Effective Planning
Depots had sufficient electricity for upcoming schedules
Power needs matched operational requirements
Bus performance could be monitored proactively to prevent service disruption
Transitioning is costly. Operators wanted to safeguard investments and optimise asset value. The service allowed them to:
3. Maximising Value & ROI
Reduce operational costs where possible
Generate additional value from existing infrastructure
Plan and execute decarbonisation strategies with confidence
Outcome
The solution was validated with stakeholders, demonstrating that a flexible end-to-end service is the most effective way to help bus operators transition to net zero. Grounded in research and iterative testing, the product not only improves usability and operator confidence but also highlights a scalable business opportunity in public transport decarbonisation.