Rumbo - WhereIsMyTransport
Overview
Project Description
WhereIsMyTransport collects and standardizes public transport data in emerging markets to make mobility more reliable and accessible.
As a Product Designer, I helped design tools and experiences that enabled transport operators, city planners, and developers to collect, visualize, and act on transit data across cities like Mexico City, Lima, and Bangkok.
Project Duration
1 year
Role
Product Designer
The Challenge
The company’s existing data products were highly technical, requiring significant expertise to interpret and apply.
Our challenge was to:
Simplify complex transport data for non-technical users
Improve engagement with self-service tools
Design clear, scalable interfaces for analyzing and visualizing mobility data
Ensure usability across multiple regions and languages
The goal was to make public transport data as usable as it was valuable — supporting both operational efficiency and urban mobility innovation.
What I Did
Research & Discovery
Conducted interviews with clients, municipal partners, and transport operators to understand how they interacted with mobility data.
Mapped workflows for city agencies and developers to identify friction points in data use and analysis.
Collaborated with customer support and marketing teams to uncover engagement challenges and content gaps.
Design & Prototyping
Designed new UI components and interaction patterns for data collection and visualization tools.
Created interactive prototypes to test usability and comprehension across user groups.
Worked closely with QA and developers to validate user flows and ensure smooth data integration.
Analytics & Iteration
Implemented usage tracking and analytics to measure engagement and feature adoption.
Used insights from metrics to drive design updates and refine workflows.
Impact
✅ Improved usability across client-facing data tools
✅ Increased engagement with self-service products
✅ Streamlined onboarding for municipal and enterprise users
✅ Supported launches of data products in Mexico City, Lima, and Bangkok
✅ Enhanced understanding of how transit data could drive real-world change
Key Insight
Designing for data isn’t just about visualising information — it’s about creating clarity and confidence. By blending research, UX strategy, and technical collaboration, we helped users transform raw transit data into smarter, more connected cities.