Industry
Product Designer (UX/UI)
Comapny
ATM Aziende trasoprti milanesi
ATM Milano — Rethinking the digital transit experience
Exploring how digital travel cards and clearer information could make public transport easier to use.
UX Design Master's project · 2022
01 Overview
One app. A fragmented travel experience
40
Survey responses
11
User interviews
ATM’s mobile app offered digital ticketing, but season tickets still required physical cards, creating usability friction and unnecessary plastic consumption. Key constrains were:
High-frequency, high-stakes usage
Diverse user base with varying digital confidence
Strong need for trust, reliability, and certification
02 discovery
Understanding how people move around Milan
Through an exploratory survey and interviews, we looked at commuting habits, barriers to using the ATM app and the information people needed before and during a journey.
The research helped us identify opportunities around ticket accessibility, information hierarchy and confidence in the experience.
insight 01
Access should feel immediate
Travel documents are frequently used. Finding them shouldn't require navigating several screens.
insight 02
Clarity builds confidence
Commuters need useful, timely information without searching across multiple services.
insight 03
Digital needs a fallback
A digital-first solution should still account for different users and real-world constraints.
03 design opportunity
How might we make everyday public transport easier to access, navigate and trust?
We focused on reducing friction during recurring travel interactions while bringing relevant information closer to the surface.
04 the proposed experience
Putting the essentials first.
A digital-first concept built around quick ticket access, a more useful homepage and simpler journeys.
Digital subscription
Explore an NFC-enabled season ticket to simplify access at the gate, keeping a physical-card alternative.
Tickets on demand
Use QR codes for individual tickets and carnets, making occasional travel straightforward.
Meaningful updates
Bring travel documents and metro service information into a clearer, more actionable homepage.
02 discovery
Understanding how people move around Milan
This was a time-constrained Master's project, not an implemented product. Technical feasibility, especially around NFC infrastructure, was not validated with ATM.
With more time, I would test the interaction at real gates, study accessibility and fallback scenarios and validate the concept with commuters and technical stakeholders.
Portfolio note: This is a concept developed in 2022. Any subsequent evolution of ATM's digital services should not be attributed to this project.
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