Industry
Product Designer (UX/UI)
Comapny
ATM Aziende trasoprti milanesi
ATM: sustainable travelling
Designing digital access to replace physical cards
Presented to ATM · Later implemented as a digital card
Overview
I redesigned the season-ticket experience for ATM Milan to reduce friction in daily commuting and support more sustainable travel, shifting reliance from physical cards to a digital-first solution.
Context
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
My role
UX/UI Designer, owning the end-to-end UX process:
User research and problem framing
Defining personas and user journeys
Structuring key flows and information architecture
Designing interaction patterns and wireframes
Supporting implementation through design reviews and QA
The focus was on reducing cognitive load and building trust, not adding features.
Outcome
The project defined a cohesive digital season-ticket experience, including simplified onboarding, NFC validation, and clearer navigation.
Design decisions reduced friction, supported sustainable behaviour by default, and established a scalable UX foundation for future iterations.
Takeaways
Sustainable design is most effective when it removes friction, rather than asking users to change behaviour.
