How do you make a new payment platform part of everyday mobility?

• Give people a reason to use MetroMuv before asking them to change how they paid.

• The team had identified resistance to QR payments. People already had familiar ways to pay, alongside different needs and levels of digital confidence.

• I led workshops to define target behaviors and KPIs, then used surveys and user workshops to explore existing routines, motivations and barriers.

Make mobility the entry point to digital payments.

• Useful transport information could give MetroMuv a place in people’s daily routines.

• The proposed experience helped users discover that value first, then introduced payment features, guidance and benefits as their familiarity grew. Gamification supported progression from first use toward recurring use.

• I led the behavioral strategy, gamification and art direction, connecting research with the app experience and its communication.

• The work covered user and player personas, Octalysis analysis across journey stages, user and player journeys, interaction flows, user stories and engagement loops.

• I also developed the brand personality and voice for product communication, notification guidance and a custom GPT to help the team generate consistent copy.

• The client supplied the brand’s look and feel. Alex developed the app design under my art direction, and we delivered the wireframes for implementation.

Connect everyday usefulness with growing confidence.

• The user journey mapped what people needed to do and where they might encounter friction. The player journey mapped how motivation, confidence and engagement could develop over time.

• For each persona and stage, I connected target behaviors with relevant guidance, prompts, feedback and rewards. These decisions informed the flows, wireframes and user stories.

• The communication system carried the same logic into the app: what to say, when to say it and how to make the next action understandable. The custom GPT gave the team a reusable tool for applying the brand voice.

• The KPI framework defined how to evaluate registration, first purchase, recurring use, reward adoption and abandonment.

• The app implemented the design developed through our wireframes, alongside the communication strategy.

• The project gave the team a connected foundation for the product: a clear adoption strategy translated into app interactions, engagement mechanics and a consistent voice.

• My scope covered strategy, experience design and art direction through the wireframe handoff. App development and campaign execution were handled by other teams.