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Case Study: Rav Kav Online

I redesigned Rav Kav Online's website so that users could easily add money to their transportation cards and set up an automatic reload process for worry-free traveling. 

Project Type

Bootcamp project, UX Academy

Role

UX/UI Designer

Timeline

December 2024 - January 2025 

Tools

Figma, Zoom

30857185.jpg

Background

A "Rav Kav" is an Israeli transportation card that allows users to pay fares for public transportation. Users can add amounts to their card, pay for a single ride, or do subscriptions. Rav Kavs are reloaded via the website, app, or kiosk machines. The website is a bit confusing and has several bugs.

​

I developed a research goal to tackle this problem.

I want to learn what users need and expect when adding money to their transportation cards so that I understand how to provide a quick, simple, and easy process for them.

Research Objectives

  • Understand users’ behavior of recharging their transportation cards

  • Determine what information users want to know when picking a suitable transportation contract

  • Understand the current process of adding money to their cards

  • Learn if there are any frustrations/challenges users have with the current process

  • Understand how competitors handle the process of buying tickets/rail passes and display transportation information

Research Findings

Desk Research

I researched different transportation and credit card websites to get insight on how other companies handle fare and card use. 

Competitive Analysis

I compared Amtrak, Israel Railways, Google Wallet, Visa (prepaid cards), and OV-chipkaart to learn about other transportation services and card services.

User Interviews

Synthesis: Affinity Map

(Click to view)

Five participants were interviewed:

  • Users struggle to enter their accounts due to scanning issues and a lack of backup entry

  • The reloading process could be more efficient

  • The subscription options are difficult to sort through

  • The balance does not show after reloading 

Personas

"It's frustrating that there aren't kisok machines everywhere. You can get stranded."

Eliana, the frustrated traveler

  • Goals/Motivations: to easily reload her Rav Kav; to be able to reload anywhere; to quickly get into her account on the go

  • Challenges: gets stuck without a way to reload her card; finds the current mobile process confusing; has trouble with scanning her card

  • Expectations: to have easy entry into her account; to have a simple and straightforward process for reloading her card; to quickly be able to reload her card wherever she is

"The contracts are complicated to sort through."

Jacob, the anxious commuter

  • Goals/Motivations: to find the best economical option for reloading his Rav Kav; to be aware of his balance and quickly reload his card when the balance is getting low

  • Challenges: the contract options are confusing so he doesn’t know which one to use; he is constantly checking his balance and gets stressed when he is out of money; he is unsure what he received with his Rav Kav payment

  • Expectations: to easily sort through contracts and get guidance on what is his best option; to be notified when his balance is low, to quickly be able to reload his card; to understand what he receives with a payment

Problem Definition

I’d like to explore ways to make the reloading process for Rav Kavs more efficient because users complain about the number of steps and the complications of the mobile process.

(Click to view)

User Flow

(Click to view)

Wireframes

Low-Fidelity Wireframes

Low-Fi Wireframes V2_ Responsive Web Design Capstone.png

Mid-Fidelity Wireframes

Prototype

(Clickable Prototype)

Usability Testing

5 participants were asked to add money to their Rav Kav and set up automatic reload.

Success Metrics:

  • task success rate: if a user successfully completed the task or not

  • customer effort score: “On a scale of 1 to 5, how easy was it to complete the task?” (1 = difficult, 5 = super easy)

Results

Adding Money to Your Rav Kav:

100%

Task Success Rate

5

Customer Effort Score

Setting Up Automatic Reload:

100%

Task Success Rate

4.8

Customer Effort Score

Key Participant Feedback

"It was really easy."

"It was very self-explanatory. It was easy and clean."

"I would maybe change the color of the slider. It blended in."

Iterations

Based on usability testing results, these iterations were prioritized:

  • differentiating the slider from the number buttons (on the "Automatic Reload" page)

  • changing the slider scale to fit users' travel needs

Next Steps

  • Based on my usability testing and iterations, the wireframes are ready for development. If I had more time, I would do another round of usability testing to ensure the changes were effective.​​

If I had more time and resources:

  • I would design the subscriptions page. I initially made wireframes to tackle this problem and was not able to address it for the scope of this project.​

Conclusion

  • This process helped me further develop my UX/UI skills, while focusing on practical design over aesthetic design. I was able to prioritize the user's experience and make the reloading process easy and efficient.

  • I had to work on redefining the scope of this project and prioritizing user issues. This was essential for developing further time management skills.

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