Designing the Future of Citizen Mobility — Consultative In-Person Service for a National Mobility Provider
Role: Senior Manager/Engagement Lead
Team: Blended team of 12 cross-functional experts from the client’s business & IT organisation and our consultancy (Service Designer, UX/UI Designer, Digital Architects, Business Analysts, POS SMEs, QA)
The Challenge
As travellers increasingly moved to digital channels for simple tasks, the role of in-person service needed to evolve. Yet many core processes, tools, and systems were still rooted in pre-digital operations, creating fragmented, inconsistent experiences for both travellers and mobility guides in stations.
My Contribution
I led the engagement end-to-end, bringing business and IT together to re-think the purpose and value of in-person service. We started by meeting travellers, mobility guides, and station managers, and by observing daily operations across stations nationwide. This fieldwork highlighted which traveller groups truly benefit from human support and where the current process held them back.
Using these insights, I helped guide the organisation toward a shared North Star: Consultative Sales and Service Delivery — a clear vision for what in-person support should become. I connected teams, clarified direction, and turned a complex operational challenge into a clear, future-ready service vision. By keeping users involved throughout, I ensured the solution was practical, adoptable, and built for long-term impact.
From Insight to Re-Imagination
The team mapped, reviewed, and re-imagined more than 60 business processes, retiring nine outdated flows. We designed new ways for mobility guides to deliver personalised service, including capturing traveller details upfront through travel cards — reducing errors and making each interaction faster and more relevant.
We then designed the full set of scenarios and interfaces for the new Future Agent Digital Tool. The visual language and interaction patterns match the public B2C channels, enabling agents to guide travellers through self-service flows while helping them in person.
Co-Creation with the Front Line Teams
Station teams were deeply involved throughout. Their insights shaped the design, and regular testing ensured the tools supported real daily tasks. Involving them early built genuine ownership — many have become active contributors and will be the first Beta users as the tool rolls out to stations.
What’s Next
Ahead of Beta release, the team is creating a tighter design-tech integration model. All design decisions are being consolidated into a single code-based source of truth, making delivery faster, clearer, and easier to scale.
We also built a system for continuous learning and adoption: for any major feature, the organisation can run desirability tests, technical spikes, prototypes, and service rehearsals directly in the station environment — reducing risk and accelerating insights.
Impact
A modern POS platform with simplified processes and a redesigned interface
Fewer errors and faster task completion
Less reliance on support and training
A consistent experience across sales and service channels
Stronger collaboration between business and IT — positioning the initiative as a true business transformation
