TRANSFORMING METRO RIDES INTO REWARDING ADVENTURES
TRANSFORMING METRO RIDES INTO REWARDING ADVENTURES
A live quiz app that makes metro rides more rewarding than rideshare alternatives. Increased usage by 64% and achieved 40% viral referral through strategic game mechanics and behavioral psychology.
Role:
Role:
Product Design, UX Research
Focus
Focus
Engagement Design, Gamification
Timeline
6 Months+
01
01
01
CHALLENGE
CHALLENGE
CHALLENGE
The Sustainability Paradox:
The Sustainability Paradox:
Cities invest billions in metro infrastructure to reduce carbon emissions and traffic congestion. But when commuters choose convenience over sustainability, those empty metro seats represent more than lost revenue—they're missed opportunities for behavioral change.
Cities invest billions in metro infrastructure to reduce carbon emissions and traffic congestion. But when commuters choose convenience over sustainability, those empty metro seats represent more than lost revenue—they're missed opportunities for behavioral change.
What competitors missed:
What competitors missed:
Transit apps focused on schedules and routes. Ride-sharing apps mastered engagement and rewards. Nobody connected the dots: What if the metro ride itself became the rewarding experience?
Transit apps focused on schedules and routes. Ride-sharing apps mastered engagement and rewards. Nobody connected the dots: What if the metro ride itself became the rewarding experience?
02
02
02
RESEARCH
RESEARCH
RESEARCH
Understanding the Commuter
Understanding the Commuter
My team spent 8 weeks riding the Metro during peak hours, interviewing 60 regular and occasional riders, analysing 3 competing apps, and timing every interaction in actual metro conditions—standing, seated, crowded, rush hour.
My team spent 8 weeks riding the Metro during peak hours, interviewing 60 regular and occasional riders, analysing 3 competing apps, and timing every interaction in actual metro conditions—standing, seated, crowded, rush hour.
Through careful analysis of our user insights using empathy maps, journey maps, and personas, a clear pattern emerged: Commuters wanted an experience. We explored three potential directions during our ideation phase, but one solution stood apart—a trivia-based approach that could transform routine commutes into engaging journeys.
Through careful analysis of our user insights using empathy maps, journey maps, and personas, a clear pattern emerged: Commuters wanted an experience. We explored three potential directions during our ideation phase, but one solution stood apart—a trivia-based approach that could transform routine commutes into engaging journeys.
The Boredom Tax
Commuters spend 25-40 minutes scrolling mindlessly. Time feels 'wasted.'
72% SCROLLINGNo Incentive System
Unlike ride-sharing apps, metros offer zero gamification or rewards.
84% WANT REWARDSIsolated Experience
Peak hours = crowded yet lonely. No sense of community among riders.
67% FEEL DISCONNECTEDContext Constraints
Poor lighting, one-handed usage, standing room only—design ignored reality.
PEAK HOURS CHAOSNo Habit Formation
Without engagement loops, metro remains 'just transport'—not a preference.
37% REGULAR RIDERSWe identified four rider archetypes based on usage patterns
We identified four rider archetypes based on usage patterns
The Daily Grinder
(5-6 rides/week)
Craves routine optimization
Craves routine optimization
The Weekend Explorer (Cultural curiosity)
Wants meaningful engagement
The Eco-Conscious (Already converted)
Needs recognition
The Ride-Share Switcher (Our primary target)
Needs a reason to change
03
03
03
SOLUTION
SOLUTION
SOLUTION
The Core Concept:
Transform dead commute time into live competition. Ride smart. Quiz smart. Win smart.
The Core Concept:
Transform dead commute time into live competition. Ride smart. Quiz smart. Win smart.
Why Trivia?
Universally accessible (unlike fitness or location-based games)
Time-bound by nature (matches metro journey duration)
Socially shareable (bragging rights drive adoption)
Educationally valuable (learn about your city while playing)
Why Trivia?
Universally accessible (unlike fitness or location-based games)
Time-bound by nature (matches metro journey duration)
Socially shareable (bragging rights drive adoption)
Educationally valuable (learn about your city while playing)
The Mystery Reward Psychology:
Direct cash prizes feel transactional, attracts wrong users in favour of scratch-card mechanics. The anticipation of "What did I win?" creates dopamine loops that cash amounts don't.
The Mystery Reward Psychology:
Direct cash prizes feel transactional, attracts wrong users in favour of scratch-card mechanics. The anticipation of "What did I win?" creates dopamine loops that cash amounts don't.
04
04
04
EXECUTION
EXECUTION
EXECUTION
Metro User First Design Principles:
Metro User First Design Principles:
High Contrast, Bold Hierarchy
High Contrast, Bold Hierarchy
Teal (#00BFA5)
Teal (#00BFA5)
for background & white cards = readable in harsh window light
for background & white cards = readable in harsh window light
Pink (#FF4081)
Pink (#FF4081)
For CTAs = impossible to miss in crowded screens
For CTAs = impossible to miss in crowded screens
Live game indicator with player count—creates urgency through FOMO
Live game indicator with player count—creates urgency through FOMO
Live game indicator with player count—creates urgency through FOMO
Practice mode lets users build confidence without competitive pressure
Practice mode lets users build confidence without competitive pressure
Practice mode lets users build confidence without competitive pressure
One-Handed Thumb Zone
All primary actions (answer selection, next round) within lower 60% of screen
Large touch targets (48px minimum) for crowded conditions
One-Handed Thumb Zone
All primary actions (answer selection, next round) within lower 60% of screen
Large touch targets (48px minimum) for crowded conditions
One-Handed Thumb Zone
All primary actions (answer selection, next round) within lower 60% of screen
Large touch targets (48px minimum) for crowded conditions
Progressive Disclosure
10s countdown → Question appears → 4 answers (A/B/C/D) → Immediate feedback
No tutorials, no menus—just tap and play
Progressive Disclosure
10s countdown → Question appears → 4 answers (A/B/C/D) → Immediate feedback
No tutorials, no menus—just tap and play
Progressive Disclosure
10s countdown → Question appears → 4 answers (A/B/C/D) → Immediate feedback
No tutorials, no menus—just tap and play
Performance-Based Feedback
Not "Good job!" but "Lightning Fast! You won in 1.8s" or "Close Call"
Players see: their time (2.4s), their rank (32), winner's time (1.3s)
Performance-Based Feedback
Not "Good job!" but "Lightning Fast! You won in 1.8s" or "Close Call"
Players see: their time (2.4s), their rank (32), winner's time (1.3s)
Performance-Based Feedback
Not "Good job!" but "Lightning Fast! You won in 1.8s" or "Close Call"
Players see: their time (2.4s), their rank (32), winner's time (1.3s)
05
05
IMPACT
IMPACT
Behavioral Impact
Reward Value
Increased Usage:
64.00
Percent
Journey Average:
3.2
quizzes
Action Taken:
30.00
Days
Behavioral Impact
Reward Value
Increased Usage:
64.00
Percent
Journey Average:
3.2
quizzes
Action Taken:
30.00
Days
User Testimonial:
"I used to dread my commute. Now I actually look forward to the metro ride. Yesterday I beat 47 people and won ₹150 cashback. My Uber driver asked why I'm smiling so much."
— Beta tester
User Testimonial:
"I used to dread my commute. Now I actually look forward to the metro ride. Yesterday I beat 47 people and won ₹150 cashback. My Uber driver asked why I'm smiling so much."
— Beta tester
User Testimonial:
"I used to dread my commute. Now I actually look forward to the metro ride. Yesterday I beat 47 people and won ₹150 cashback. My Uber driver asked why I'm smiling so much."
— Beta tester
The Ripple Effect:
Users bring friends (40% referral rate) because winning feels better with witnesses. The 'Share Results' button turns personal achievement into social currency
The Ripple Effect:
Users bring friends (40% referral rate) because winning feels better with witnesses. The 'Share Results' button turns personal achievement into social currency
The Ripple Effect:
Users bring friends (40% referral rate) because winning feels better with witnesses. The 'Share Results' button turns personal achievement into social currency
What Made It Work:
What Made It Work:
01
Respect for Context:-
We designed for reality, not idealized scenarios. Every UI decision was tested in actual metro conditions
Respect for Context:-
We designed for reality, not idealized scenarios. Every UI decision was tested in actual metro conditions
02
Mystery Over Money:-
Scratch cards created anticipation. Direct cash would've attracted prize-hunters, not metro advocates.
Mystery Over Money:-
Scratch cards created anticipation. Direct cash would've attracted prize-hunters, not metro advocates.
03
Performance Language:-
"Lightning Fast!" beats "Correct!" — it respects player skill and creates aspiration.
Performance Language:-
"Lightning Fast!" beats "Correct!" — it respects player skill and creates aspiration.
04
Social Proof :-
"35 travelers Quizting now" makes metro riding feel like a shared experience, not isolation.
Social Proof :-
"35 travelers Quizting now" makes metro riding feel like a shared experience, not isolation.
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KAEZEE
DESIGNS
Stories
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© Copyright 2025 All Rights Reserved
KAEZEE
DESIGNS
Stories
Over
Systems
Made with ❤️in Framer
© Copyright 2025 All Rights Reserved