As the curious designer that I am, I often find myself observing and analysing my surroundings through the lens of user experience. So, during my recent visit to my hometown, Thessaloniki (Greece) I couldn't help but notice a significant issue in the city's public transportation system.

Thessaloniki, Greece's second-largest city, recently took a progressive step toward sustainability by introducing, electric buses, marking a gradual shift from traditional diesel-powered vehicles. This transition aligns with broader efforts to reduce urban air pollution and enhance public health.

While the new electric buses are a positive development, they introduced user experience challenges. Historically, passengers could purchase tickets directly onboard the buses via installed ticket machines, ensuring accessibility for those who boarded without a ticket in hand. However, the electric buses lack these machines, creating a barrier for people who are unfamiliar with this change, or tourists.

Normally, bus tickets are available for purchase at local kiosks. However, when I attempted to buy one, I encountered several obstacles. Many of the kiosks near bus stops either didn’t sell tickets at all or had run out of stock, forcing me to walk a considerable distance to find a kiosk that did have tickets available.

I observed and experienced firsthand the frustration and confusion among passengers boarding these new electric buses. Bus riders are now required to buy tickets before boarding, a rule indicated by a small, Greek-only sign on the bus doors. This design choice presents significant issues: tourists, who may not understand Greek, struggle to comply with this requirement and local passengers often find it inconvenient to pre-purchase tickets, especially when kiosks nearby either do not sell them or are out of stock.

The goal of this case study is to explore and design an app-based solution that addresses these accessibility issues within Thessaloniki’s bus network (aka OASTH). Drawing inspiration from successful transit apps like Västtrafik (Gothenburg, Sweden) and HVV (Hamburg, Germany), my proposed solution aims to provide passengers with a convenient platform to purchase tickets, view bus routes, check real-time arrival times, and navigate the city with ease.

Lead UX designer

Figma, Miro, Notion, ChatGPT

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November 2024

Since this is a passion project based on observations rather than a formal project, I conducted informal interviews with Thessaloniki citizens and supplemented these insights with online research, user feedback and competitor analysis.

During the research stage, I was surprised to find out that OASTH does have a mobile application, but it doesn't offer digital tickets. Additionally, the latest updated version is only available to iOs users.

Thessaloniki's bus system has received significant criticism for its ticketing process and app functionality. Many users report issues with ticket availability, especially at vending machines (applies to the old buses and not the e-buses), where tickets are sometimes unavailable, forcing passengers to ride without tickets and risking fines. This problem is worsened by an often-confusing app that lacks intuitive trip planning features, and key functionalities, such as a digital ticket. Despite improvements like a better interface and live activity notifications, the app still has low ratings and usability complaints, especially from those on older devices, Android, or with accessibility needs.

Additionally, ticket purchasing options, such as multi-trip and time-bound tickets, are limited to specific points of sale. Users also mention that discounted and cultural route tickets are not well-integrated across platforms, adding to the challenge.

According to the research findings, the main pain points arising within the scope of the study are the following:

Many kiosks near bus stops either do not sell tickets or are frequently out of stock. This inconsistency forces passengers to walk long distances to find available ticket options, creating unnecessary inconvenience.

The absence of onboard ticket machines and a robust digital ticketing solution limits purchasing flexibility, making it difficult for passengers, especially tourists and older adults, to access tickets conveniently.

The OASTH app has been criticized for technical problems, including frequent crashes, inaccurate GPS, and delayed updates on bus locations. Passengers express frustration over missed buses and unreliability, particularly during peak hours.

Quotes from the app users

To evaluate the OASTH transit system's strengths and weaknesses, I analyzed two public transportation systems that have implemented effective ticketing and app solutions:

Gothenburg’s Västtrafik App

Hamburg's HVV App

The Västtrafik To Go app offers a range of features tailored for users in Gothenburg. It allows for easy ticket purchasing without requiring user registration, which enhances accessibility for both everyday and occasional travelers. The app supports various payment options, including credit cards and Swish, a popular mobile payment method in Sweden. Users can purchase single, day, and period tickets, and they receive notifications about ticket expiry and reminders to renew period tickets​.

However, the Västtrafik app has received user feedback regarding performance issues, particularly during peak times, which can delay loading times and occasionally disrupt access to tickets. Users also mentioned that the interface could be more intuitive, especially for new users or tourists who may struggle with navigation

Screenshots of the Västtrafik app

Screenshots of the HVV app

The HVV app for Hamburg provides a user-friendly interface with a focus on comprehensive features. Users can plan journeys, purchase tickets, and access real-time updates about public transport schedules. The app supports a variety of ticket types and payment methods, including credit cards and PayPal. A notable feature of the HVV app is the ability to save frequent routes and home addresses for quick access, enhancing usability for daily commuters.

However, a significant limitation of the HVV app is that ticket purchases require switching to a separate app, which disrupts the experience and creates extra steps for users. Additionally, users have reported occasional performance issues during high-traffic periods, similar to the Västtrafik app.

The analysis of these apps highlights the importance of seamless ticket purchasing and real-time travel information. The Västtrafik and HVV apps both demonstrate effective ways of integrating route planning and quick ticket access, but each has areas for improvement, particularly in performance and, in the case of HVV, the fragmentation of the ticketing system across multiple apps. A combined approach could serve Thessaloniki well by offering a single, streamlined app that provides accessible ticketing options, route planning, and multilingual support, catering to both local users and the city’s high volume of tourists.

To design a solution that addresses the needs of Thessaloniki's public transport users, I identified three key personas based on research and user insights: an everyday commuter, an occasional traveler, and a tourist. Each of these personas faces distinct challenges with the current bus system—ranging from limited ticket accessibility to language barriers. Understanding their motivations and pain points helps in crafting a user-centric approach that considers the unique experiences and needs of both local and international riders.

Personas were created with the help of ChatGPT.

I began the design process by sketching rough ideas using pen and paper, before moving to Miro.

The main purpose was to brainstorm and explore layout ideas quickly.This approach allowed me to freely visualize different concepts, such as the main navigation, ticket purchasing process, and route planning elements, without focusing too much on details. The main focus was on ticket accessibility, navigation ease, and quick access to routes and schedules.

Of course, I iterated and refined these sketches multiple times to capture a range of ideas and identify promising directions for the app’s user experience. Overall, the sketching stage provided a solid foundation for translating ideas into digital wireframes.