MRBILIT user research project
My role:
Product designer
Main collaborators:
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We set out to understand why discovery-to-results engagement dropped on mobile. The team needed clearer mental models around fares, trust cues, and the trade-offs customers make under price and time pressure.
The Problem
Analytics showed healthy search volume but mixed intent signals post-results. Qual feedback hinted at uncertainty and effort: people struggled to compare options quickly and doubted whether prices would hold.
The Solution
We ran a mixed-methods study: task-based usability on key flows, rapid interviews with frequent travelers, and stimulus tests on compare, fare rules, and trust elements. Findings informed simple patterns that reduce effort and make status and rules legible.
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The Impact
Teams aligned on clear decision points and copy. The work fed directly into funnel refinements (badges, skeletons, compare, and price confidence cues) and reduced support questions around fare rules.