Estrella Roja

Digital freight forwarder

The Estrella Roja project was an exciting challenge that combined user experience (UX) design with marketing strategy. The goal was to design a dynamic platform for ticket searching and purchasing, while also providing a comprehensive digital space to showcase the company’s branding, services, and promotions.

Transformation at Nowports:
My Role as a Product Designer

Estrella Roja operates six different bus lines, each with unique routes, services, and restrictions, all under the same brand. The primary goal was to create an intuitive ticket search and purchase system, accommodating these variations and allowing users to select:

One-way or round trips.
Number of passengers.
Preferred bus lines and schedules.

Additionally, the platform needed to support branding and marketing efforts by offering:

Highlighted promotions and discounts.
Information about terminals and bus lines.
A section to showcase the company’s values and history.

Research Phase

To fully understand user needs, we conducted in-depth field research:

On-site interviews at bus terminals: We explored how users purchased tickets, their comfort with digital tools, and their expectations for an online platform.
Card sorting exercises: These helped us understand how users mentally organized the information, which informed the information architecture.
Key insights: Users prioritized simplicity and speed when booking tickets, while also valuing promotions and terminal details for planning their trips

Definition and Design

Wireframes and flows: I mapped user flows for all primary features, including ticket search, selecting bus lines, purchasing tickets, and exploring additional information. I also developed the information architecture, ensuring users could easily navigate between promotions, terminal information, and bus lines.
Client collaboration: We presented the wireframes to the client, who provided valuable feedback on content prioritization, such as which promotions to display first and how to organize the six bus lines.

User Interface (UI) Design and Component Library

With validated flows, I transitioned to visual design:

Core components: I defined a color palette, typography, and visual elements that aligned with Estrella Roja’s brand identity.
Section-by-section iteration: Starting with the homepage, I ensured each section met client expectations before moving forward.
Responsive design: I created mobile-optimized versions to provide a seamless experience across devices.
Prototyping: I built an interactive prototype to validate navigation and functionality.

Collaboration with Technology

We delivered the final designs to the development team with:

Detailed documentation: Including a component library and usage guidelines.
Technical specifications: Ensuring the implementation preserved both the visual and functional quality of the design.

User Validation

Before delivering the final designs, we conducted key usability tests:

Internal testing: Individuals connected to the company but unfamiliar with the project tested the flows to ensure they were intuitive.
Usability testing: Real customers participated in sessions to evaluate the ease of using the ticket search and purchase features.
Results: The tests confirmed that users could complete the entire purchase process independently, demonstrating the platform’s simplicity and effectiveness.

Final Reflection

This project strengthened my ability to tackle complex design challenges, balance user needs with business goals, and validate solutions with real users. It was an enriching experience that prepared me to approach similar challenges with creativity and confidence.

Impact and Learnings

This project modernized Estrella Roja’s ticket-purchasing experience and achieved:

Streamlined purchase flow: Users completed transactions faster and more confidently.
Improved promotion visibility: Strategically organized promotions increased user engagement.
High user satisfaction: Usability tests confirmed that users appreciated the platform’s clarity and ease of use.