Gipsyy App

UX/UI design

The Company

Gipsyy is a company within the Guanabara Group that operates in the technology and transportation sector, with a particular focus on digital solutions for the road travel industry. The company develops digital platforms and applications that streamline the bus ticket booking process, aiming to enhance user experience and modernize the land transportation sector.

The Product

Gipsyy's main product is a digital platform for bus ticket reservations. Through this service, users can search for routes, schedules, and prices of bus tickets, as well as make reservations and payments conveniently and securely.

The Challenge

The initial demand arose from the product team's perception, which was later shared with stakeholders, regarding the need to compete with other companies and startups in the bus ticket sales market, such as Buser, ClickBus, and WeMobi, which were investing in mobile solutions (apps) as well as websites. Faced with this scenario, the idea was to develop a strategy that went beyond simple ticket purchasing, especially considering that the majority of traffic (over 80%) came from mobile devices. This approach aimed to capitalize on users' preference for mobile platforms and strengthen Gipsyy's competitiveness in the market.

My Role

Lead Product Designer (UX/UI), Creative Director, Tests and Research

Input Gathering

Stakeholder dynamics conducted in partnership with hired consultancy to align expectations.
Interviews and research with Gipsyy users, as well as guerrilla testing at the bus station.
Desk research for competitive analysis.
Creation of hypotheses to offer services beyond ticket sales, aiming to cover the entire user journey.
Development of prototypes and wireframes to validate ideas and test usability.

Development

Iterations and validation of prototypes in usability testing.
Creation of the user interface (UI) and definition of the look and feel, with weekly feedback from stakeholders.
Finalization of the main app flows and architecture to commence development.
Adaptations made during development to meet stakeholders' requirements.

Wireframes with tags for making chanc=ges after user testing

Launch

Launch of the functional product in its basic form.
Integration of differential features and improvements in the following sprints, as planned.

Main OKRs

Objective 1: Achieve a significant initial user base.

KR1: Achieve 10,000 app downloads within the first month after launch.
KR2: Attain a user retention rate of at least 30% after the first month of app usage.

Objective 2: Provide an exceptional user experience (wow experience!).

KR3: Achieve an average rating of 4.5 stars or higher in the app stores within the first month after launch.

Objective 3: Increase bus ticket sales through the app.

KR4: Achieve a 20% share of total sales through the app compared to the website.

Results & Learnings

Three months after launch, the app had achieved nearly all its stated OKRs and become a new digital sales channel for Gipsyy. The work covered user research, prototype validation, key user flows and UI design through MVP delivery. Launch pressure, insufficient stakeholder alignment and organizational changes also caused bugs, rework and delays to planned features. My biggest takeaway was the importance of continuously aligning scope, deadlines and expectations while protecting time for user validation.

Gipsyy App

The Challenge

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