Implemented a National Public Transit Payment System
Moovit is a popular public transit navigation app used by hundreds of millions of people worldwide, including in Israel.
After winning an Israeli Ministry of Transportation (MoT) tender, Moovit launched a service allowing Israeli riders to pay for all types of public transit through their app. To deliver a complete solution, Moovit partnered with Pango (a popular parking-payments app). Pango manages the call center and credit clearing services, while Moovit handles the consumer experience.
I was responsible for the service's UX, UI, and research.
The challenge
The project presented significant challenges in designing both the service registration and ride validation flows. These processes required users to complete numerous steps and provide extensive details to meet Ministry of Transportation requirements.
Since this type of payment system was not common worldwide, we faced a challenge in making sure users could easily understand how to use it.
The process
For the registration process we created a step-by-step flow to enhance user experience. We implemented clear in-app communications to inform users about required steps upfront, ensuring they would complete sign-up before attempting their first ride.
The ride validation process via phone is more complex than using a "Rav-Kav" card. For each bus ride, users must scan a QR code on the bus, select their line and choose their destination stop.
Usability testing
We conducted usability testing with participants in our offices.
The majority of testers completed the registration process smoothly, including challenging tasks like ID uploads.
However, we found that users had difficulty understanding the service's functionality and benefits. Several participants expressed concerns about privacy and payment security.
We addressed some issues prior to launch, while marking others for further investigation during the beta testing phase with a broader user base.
The service officially launched in late 2020, receiving extensive coverage in the Israeli media. Since then, we have continuously monitored user behavior, engaged with users and the support team, and identified pain points to refine and improve the user experience. Here are some examples of our work:
CASE #1
Vague Service Explanation
Our tests revealed that users struggled to understand the service and had little motivation to complete the lengthy registration process.
To address this, we redesigned the intro screen, replacing the basic layout with a more engaging “feature highlights” approach. Instead of mixing details about registration and validation, we focused on clearly communicating the service’s benefits.
We also refreshed the visual design to make it more appealing and provided a subtle hint about the primary validation method—scanning QR codes.
CASE #2
Payment Method Request Led to Drop-Off
After partnering with Pango, users gained the option to pay using credit cards stored on Pango’s servers (if they had a Pango account) by simply entering their CVV code.
Initially, we implemented a modal requesting the CVV after users selected this payment method. However, this led to a drop-off, likely because users were “caught unprepared” when asked for a CVV from a card they didn’t necessarily have on hand, causing them to abandon the process.
To address this, we redesigned the screen to subtly indicate the CVV requirement before users selected their payment method. This aimed to reduce surprises and help them either prepare for the CVV entry or choose an alternative payment option.
CASE #3
Skip Destination Stop Selection
Prior research showed that most riders don’t recognize station names.
Analytics confirmed that most users travel within the Gush Dan area, staying within the same price code (15km range). Additionally, 99% of “Dan” bus routes are shorter than 15km.
Based on this, if a user boards a line where all stops fall within the same price code, we skip the stop selection step, streamlining the process.
CASE #4
Quick Validation
Prior research shows that most users (about 80%) take the same lines and routes daily, making them “daily commuters.”
To streamline their experience, we introduced a screen displaying rides from locations where they previously validated, allowing them to confirm a ride with a single tap.
CASE #5
Helping users to end train rides
The Problem
According to the Ministry of Transport (MoT), users must create exit tickets upon arriving at their train destination to correctly calculate their fare. Otherwise, they are charged the maximum daily fare. Additionally, they must keep the entrance code for inspection.
Research showed that users often left the Moovit app after boarding the train and reopened it upon arrival, using the entrance code to exit the station (which is technically possible), but forgetting to end their ride—resulting in being charged the maximum fare.
The Solution
We tested several solutions over multiple sprints to reduce user frustration and prevent unnecessary charges:
- Immediately after ticket validation, we reminded users that they were being charged for the ride and must end it upon arrival.
- A few minutes later, we sent an SMS reminder.
- Once users moved far from the departure station (assuming they had boarded), we updated the screen, prompting them to make a conscious decision about their ride status.
Follow up
To better understand users’ challenges, we actively use the service ourselves, observe real-time interactions, and engage with users directly.
These firsthand insights are essential in guiding Moovit’s next steps.