IMPACT & OUTCOMES
Based on UX enhancement strategy — not post-launch measurement
30-50%
Shift offline→digital checkout buyers
20–30%
Cross-sell upsell conversion increase
35%
User loyalty & retention uplift
4.5
App store rating target
80%
Cross-sell upsell conversion increase
CONTEXT
The challenge
Terravision needed to migrate a fragmented web experience into a unified mobility app serving 6 distinct user types across Europe — combining transfers, parking, rentals and tours in one scalable, brand-aligned platform with a loyalty and community layer.
My contribution
I contributed across product strategy and UX— from market research, KPI definition, andpersona development through journey mapping,UX enhancement strategy, and high-fidelitymobile screen design. Part of the front-endand mobile design lead at Tremend · Publicis.
DISCOVERY — PROJECT NORTH STAR
Strategic foundation
Before any design work, I participated in defining the product strategy — target audience, KPIs, competitive landscape, advantages, and key challenges.
Primary market
Italy 45% · Spain 10%
France 7.5% · UK 6.5%
Target age
Majority 25–34
Minority 35–44
Key KPI
33% cross-sell ratio target
per 4 airport transfer purchases
Artifact: Discovery workshop with stakeholder
USER RESEARCH — 6 PERSONA TYPES
Developed through discovery workshops with stakeholders.
Maria · Corporate Mobility Planner
25–45 · Business traveller
Needs: Comprehensive package overview, logistics coordination
Pain: Fragmentation across vendors
Local Commuters
NFC ticketing · route alerts · loyalty
Dan · Sustainability Event Organiser
17–23 · Event organiser
Needs: Centralised event dashboard sustainability metrics, flexibility
Pain: No sustainability tracking
Event Attendees
Group bookings · VIP packages · QR
Andrew · Frequent Cross-Border Traveller
35–50 · Regular commuter
Needs: Subscription travel plans loyalty rewards, consistency
Pain: Price unpredictability
Travel Companies & Agencies
API integration · B2B dashboard
PAIN POINTS → OPPORTUNITIES
Pain point
Multi-service fragmentation
Managing transfers, parking, rentals across multiple platforms
No loyalty or reward system
Frequent users not rewarded, low retention and repeat purchase
No sustainability tracking
Oportunity
Integrated service platform
Unified interface reducing fragmentation across all services
Gamified loyalty programme
Points, rewards, subscription tiers driving engagement and upsell
Green finance + carbon dashboard
CUSTOMER JOURNEY MAP
6 Persona Types · 7 Journey Stages · Full Touchpoint Mapping
Mapped awareness through post-travel across Tourists, Business Travelers, Commuters, Event Attendees, Expats, and Travel Agencies. Each persona mapped with touchpoints, features online/offline, and pain points per stage.
Artifact: Customer journey map
UX ENHANCEMENT STRATEGY — 6 PILLARS
Derived from journey mapping — strategic recommendations
Mapped awareness through post-travel across Tourists, Business Travelers, Commuters, Event Attendees, Expats, and Travel Agencies. Each persona mapped with touchpoints, features online/offline, and pain points per stage.
1
Online Booking Experience
50% digital conversion target
One-tap checkout · pre-filled user details · Apple/Google Pay
2
Unified Service Platform
Reduced multi-vendor friction
Integrated transfers, parking, rentals and tours across one app
3
Drive Engagement & Retention
35% retention uplift
Loyalty points · subscription model · referral & gamification
4
In-Trip Experience
Better ratings & NPS
Live bus tracking · AI chatbot · multi-language support · reviews
5
Convert Offline Buyers
Offline→online migration
Digital receipts · QR scanningticket vending machines via app
6
Partner Integrations
Broader market reach
Google Maps · Expedia · RyanairAPI for travel agencies · B2B
FINAL DESIGN — HIGH FIDELITY SCREENS
Mobile-first · 4 core flows
Home
Terra AI assistant
Home dashboard
Buy bus ticket
See itinerary
Change bus tickets
REFLECTION
What I learned
Designing for 6 distinct persona types across a European market taught me to balance depth of research with speed of delivery — a skill central to Agile UX. The journey mapping process revealed that B2B and Diaspora personas were underserved opportunities no competitor had addressed. If revisiting, I would conduct
accessibility testing specifically for older commuter personas.
