SOFIA TRAFFIC:
Travel Document Challenge
How could I not recharge my travel document online?
When I started my master's program, I wanted to update my travel document. However, there is no option available online to recharge a student preferential travel document if you already hold a standard subscription.
PROBLEM BEHIND…
THIS CARD
BUX
You can't change your card type:
Configuration
Valid from
Date
Transport type
Linie
Add to cart
You cannot click on and select your preferred card.
University students pass - one line (P)
Personalized one month subscription pass, for single overground line, for university students.
3.50 € / 6.85 BGN
LET'S FIX
REVISING THE MODAL
SOLUTION #1:
Adding an option to get a discount with an ISIC card number
Providing clear steps to keep the user informed about the process
Communicating more clearly by changing the headline
Request a new card
1.
Validity
2.
Preferention
3.
Payment
4.
Confirmation
Valid from
21/01/26
Have an ISIC cart? Enter a number
Continue
Request a new card
1.
Validity
2.
Preferention
3.
Payment
4.
Confirmation
Valid from
21/01/26
Have an ISIC cart? Enter a number
X
000
000
000
000
X
Confirm the number
Continue
DESIGNING A SPECIAL LANDING PAGE
SOLUTION #2:
Accessing the page via a banner in the ISIC app
Presenting all relevant offers as cards
Travel with - 50%OFF!
Get discount with your ISIC card
Order a monthly or annual card for metro, ground transport or all lines.
Full-time students only.
Check out all options
Order now
University Student Pass
Travel with over 50% discount! Choose the most suitable card for public transport in Sofia according to your needs.
Who can get the card?
University students
Holders of a valid ISIC cards
University students pass - one line (P)
Personalized one month subscription pass, for single overground line, for university students.
6.85 BGN
23.00 BGN
03.50 €
11.56 €
Order
University students pass - metro (P)
Personalized one month subscription pass, for metro, for university students.
09.00 BGN
17.90 BGN
04.60 €
11.56 €
Order
University students - monthly pass (P)
Personalized one month subscription pass, for all lines, for university students.
14.67 BGN
50.00 BGN
07.50 €
25.56 €
Order
University students - annual pass (P)
Personalised one year subscription pass, for all lines, for university students.
179.94 BGN
365 BGN
92.00 €
186.62 €
Order
IMPROVING PRODUCT LISTING
SOLUTION #3:
All travel products were displayed as static cards. By adding interactivity, each card can initiate the relevant buying process.
Travel Products
Anonymous
Preferential
Personal
All
Short-dated
Monthly
Yearly
Preference:
All preferences
University students pass - one line (P)
Personalized one month subscription pass, for single overground line, for university students.
03.50 € | 06.85 BGN
Students pass - one line (P)
Personalized one month subscription pass, for single overground line, for students under 20 years old.
03.50 € | 06.85 BGN
University students pass - one line (P) ISIC
Personalized one month subscription pass, for single overground line, for university students - ISIC.
03.50 € | 06.85 BGN
University students pass - metro (P)
Personalized one month subscription pass, for metro, for university students.
04.60 € | 11.56 BGN
PHD students pass - metro (P)
Personalized one month subscription pass, for metro, for PHD students.
04.60 € | 09.00 BGN
Persons over 68 y. o. (P)
Personalized one month subscription pass, for all lines, for persons over 68 years old.
05.00 € | 09.78 BGN
