JUL/23 TO OCT/23
Website redesign
Buser is a Brazilian bus travel company offering more affordable tickets and attracting a predominantly young and female audience.
My role:
Process
Research: Conducted situational research, competitive analysis, and user behavior studies to understand current practices and pain points.
Problem and goal definition: The previous website’s unintuitive design reduced user engagement and often led to incomplete purchases. The main goal of this conceptual redesign was to create a more comfortable experience and position the site as a genuine channel of connection with its users.
Solutions
• Expanded the color palette with lighter tones and soft contrasts to make the visual experience more comfortable during extended browsing.
• Designed simple graphic elements inspired by the idea of traveling “from point A to point B” and introduced rounded cards, evoking the feeling of traveling and “looking out the window.”
• Created three mascot buses to categorize destinations — Romantic, Adventurous, and Educational — helping indecisive users explore travel options in a playful, guided way.
BUSER WEBSITE REDESIGN OUTCOME
Result
A warmer, more cohesive interface aligned with the brand’s identity, enhancing visual comfort, discoverability, and emotional connection with different traveler profiles.
