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Reimagining everyday travel to an interactive,
gamified & rewards-based experience.
GlobeConnect
My Role
User Research, Product Design, Interaction Design, Branding
Tools used
Figma, Adobe Illustrator, Photoshop, After Effects, Freeform
Overview
GlobeConnect solves fragmented transit experiences by unifying city transport apps into one platform. It rewards sustainable travel, fosters in-transit social connection, and aims to reimagine commuting as engaging, interactive mobility.
Mobile Screens
Problem
Many urban travelers juggle multiple transit apps across cities, facing inconsistent interfaces, disconnected reward system if any, and limited interactions. This leads to fragmented experiences, low retention and missed opportunities to foster meaningful engagement between transit providers and users.
Empathy Interviews
I interviewed individuals matching our user personas—professionals, students, and travelers, to identify key pain points.
I gave up on using public transport as the apps to hard to figure out! I always bail myself an Uber instead, silly me.
~Freelance Journalist
When I commute alone, I scroll
aimlessly all the time. It would be fun
if my ride could be interactive.
~Study abroad student
I wish I did not need 3 different apps to figure out my way around some cities.
~International sales manager
I like apps that rewards me frequently, like McD. It feels extra worth to use it!
~High school student
Major Pain Points
Fragmented Cross-city Transit Experience
Most users rely on multiple transit apps while traveling between cities, leading to inconsistent UI, redundant setup processes and storage overload.
Lack of Engagement during Commute
Journey often feels passive and boring, especially when alone. Apps miss opportunities to turn these idle time into something interactive and engaging.
No Incentive for Loyalty or Frequency
Traditional transit apps do not reward users for repeated usage or eco-friendly behavior. Without points, perks or recognition, there is little motivation to build brand loyalty.
User Personas
I interviewed individuals matching our user personas—professionals, students, and travelers, to identify key pain points.
Michael Chen
22, Study Abroad Student
Residence
Frequency
Motivation
Frustration
Goals
Phoenix, U.S./Delhi IND
Daily commuter
Affordable travel
Wayfinding, high costs
Minimize travel time, student discounts
Aisha Patel
28, Freelance Journalist
Residence
Frequency
Motivation
Frustration
Goals
Nomadic, curr: Barcelona
1-3 month trips to cities
Finding places to work
Unreliable internet
Working on the go
Elizabeth Smith
32, Intl. Sales Manager
Residence
Frequency
Motivation
Frustration
Goals
London and New York
Constantly shifting/weekly
Efficiency & reliability
Uninformed delays/times
Streamline overall journey
Komatsu Lee
16, High School Student
Residence
Frequency
Motivation
Frustration
Goals
Tokyo and Osaka, Japan
Atleast thrice a week
Entertainment & social int.
Boredom & quietness
Staying entertained
User Journeys
I interviewed individuals matching our user personas—professionals, students, and travelers, to identify key pain points.
Ideation
Translating insights into actionable ideas through structured, creative thinking
1/2
Problem and Solution
I identified key user issues through research and developed targeted solutions, providing a clear overview of our approach.
Fragmented transit systems across cities require multiple apps, causing user fatigue and confusion.
One unified platform that auto-syncs transit data, regional settings, and fare systems globally.
Commutes are passive and boring, leading to low user engagement and zero brand loyalty.
Interactive NFC-based in-transit gaming and co-passenger connection platform with reward-driven microgames.
Users lack motivation to use the app regularly — there's no tangible benefit to repeated travel or loyalty
A points-based reward ecosystem that gamifies routine commuting, encouraging return behavior.
Design
I explored interface and systems design across diverse and emerging media.
Project Takeaways
Strategic Systems Thinking
GlobeConnect was built as a functional business ecosystem—not just a branded experience. Every feature supports real-world scalability, retention, and monetization.
Research-Driven Innovation
Empathy interviews and use case testing uncovered true behavioral patterns. These insights grounded every feature in real-world motivation—not just assumptions.
Frictionless Interaction Design
Interface elements were optimized for thumb-friendly zones, glance-speed legibility, and contextual usage—turning daily transit into a seamless experiences.
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