About

In 2021, after months of isolation, Brazilians slowly began to travel again.
Buser was gaining traction as a more affordable and accessible alternative to traditional bus terminals — with tickets up to 60% cheaper.

I led the redesign of the mobile and desktop app, crafting a more human, intuitive and dependable experience for a diverse audience, many of whom had very limited digital literacy.

The Challenge

The core challenge was to design a simple and welcoming experience for a digitally inexperienced, low-income audience, many of whom were traveling through an app for the very first time. It was essential to translate Buser’s promise of safety, affordability and freedom into a clear, human-centered journey that reduced anxiety from ticket purchase to boarding.

What Was Done

I carried out field research across multiple boarding locations, observing real behaviors, listening to passengers and experiencing the full journey myself. Based on these insights, we redesigned the entire mobile and desktop experience, ensuring consistent screens, interactions, humanized messages, real-location photos and maps, and a fully simplified checkout that performed well even on older devices.

Results

The redesign made the experience lighter, safer and more inclusive. Clearer steps reduced doubts and boarding errors, empathetic communication eased user anxiety during delays, and the simplified checkout significantly increased conversions. Beyond improving passenger autonomy, the product became more operationally efficient and expanded its reach across different user profiles.

1 — Clearer Trip Status

2 — More Human Messaging

3 — Bus Photo + License Plate

5 — Simplified Payment Checkout

Main KPIs