Central de Pasajes is an e-commerce platform that sells bus tickets across Argentina. After gaining traction through their website, they decided to launch a mobile app to simplify the purchase process for users. My role was to redesign the entire buying experience to make it faster, simpler, and mobile-friendly.

Company: Central de Pasajes | Platform: Mobile iOS & Android | Role: UX/UI design

Final design after validation with users

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The challenge

Create a new flow and interface for searching and purchasing bus tickets using a mobile app, ensuring that users could complete the process in just a few steps—ideally, in a matter of minutes.

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My goal

The main goal of this project was to understand why users were dropping off during the booking flow and find practical ways to improve their experience.

I wanted to identify friction points, validate assumptions with real users, and propose design solutions that could reduce bounce rates, build trust, and make the booking journey feel easier and more intuitive.

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Insights-Driven design process

Since over half of the traffic came from mobile users, I decided to focus on the mobile-web experience. I started by analyzing user behavior and identifying the main pain points through research and user feedback.

01.

Analytics Research + Benchmark

Explored traffic and engagement data from SimilarWeb to understand user behavior patterns, bounce rate issues, and mobile usage trends that helped me to define my priorities to tackle this project.

Benchmark

To better understand industry standards and identify opportunities for improvement, I compared Eurowings’ booking flow with two other airlines. This helped me see patterns, gaps, and potential ideas to explore for the redesign.