Polbus
01 — The Context
Public transport is more than a timetable or a route. It is a constant flow of information between the passenger and the service. The challenge was to create a clear communication experience that works across different situations, touchpoints, and passenger needs.
02 — The Challenge
For passengers, even simple journeys can involve multiple questions: where to go, when to arrive, what has changed, and what to do next. The goal was to make communication faster to understand, easier to navigate, and more consistent across the customer journey.
03 — Communication UX
I approached communication as part of the user experience — not as a separate layer of visual content. The system was built around how people search for, interpret, and act on information in a public transport environment.
04 — User Needs
The experience needed to work for people with different levels of digital confidence and different travel contexts. Information was therefore structured around real user questions and moments of decision, rather than internal communication categories.
05 — UX Writing
The language was designed to be direct, useful, and easy to scan. Instead of communicating everything at once, the content focuses on what passengers need at a particular moment — helping them understand the situation and decide what to do next.
06 — Visual Communication
Visual communication became a tool for reducing cognitive effort. Hierarchy, typography, icons, colour, and composition were used to distinguish priorities and make important information visible at a glance.
07 — Communication System
Rather than designing isolated pieces of communication, I focused on creating a repeatable communication model. This allowed different messages and formats to remain visually and structurally consistent while adapting to their specific context.
08 — The Impact
The project reframed public transport communication as a user experience problem. By connecting UX thinking, content, and visual communication, POLBUS PKS could communicate with passengers in a way that feels clearer, more consistent, and more useful.
