UX and Service Design in Mobility
Via Verde is a prominent mobility services brand in Portugal, part of the Brisa Group, known for its electronic tolling, mobility, and digital services utilized daily by millions of users throughout the country.
**Challenge**
Via Verde sought to enhance customer experiences at various touchpoints — both digital and physical — aiming to create smoother journeys, clearer service processes, and scalable solutions that adapt to changing mobility services.
**What Hyphen Did**
Hyphen assisted Via Verde through a range of UX and service design initiatives, integrating its consultants into Via Verde’s internal teams, effectively acting as an extension of the client’s organization. Key contributions included:
- Conducting UX reviews and usability tests of the Via Verde mobile app and website to pinpoint areas of friction and enhance clarity, navigation, and overall usability.
- Analyzing customer journeys for B2B services and subscription processes, bolstered by qualitative research and focus groups.
- Designing services for Colibri, Via Verde’s autonomous retail concept, to create seamless, self-service in-store experiences.
- Assessing in-store service flows, as well as customer behaviors, needs, and pain points within autonomous retail settings.
- Crafting comprehensive experiences for smart cabinets and smart kiosks to facilitate intuitive and efficient self-service interactions.
- Validating and refining solutions through ongoing testing, which supported the rollout and expansion of the Colibri service model across various locations.
**Results**
Usability and clarity were significantly improved across digital journeys, resulting in more consistent and intuitive customer experiences at both digital and physical touchpoints, along with a scalable service design model that fosters the growth of autonomous retail stores.