REDESIGN PROJECT
A much more enjoyable website for buying bus tickets
Buser is a Brazilian bus travel company offering more affordable tickets and attracting a predominantly young and female audience. To address the visual issues that were negatively impacting users’ experience and purchasing decisions, I created this redesign as a concept proposal.
MY ROLE:
Corporate Design
Design System
UX/UI Design
Solutions
I explored new tones within the original color palette and introduced shapes that conveyed a sense of warmth and comfort, creating a more pleasant user experience. I also applied strategies tailored to each stage of the journey leading up to the purchase decision.
Looking strategically at the user journey, the project’s main highlight was creating a destination search experience based on personal preferences to improve usability and conversion.
To support this, I designed mascots representing themes such as “Romantic,” “Adventurous,” and “Educational.” This playful approach encourages exploration and helps users make decisions easily.
Outcome
