Getting to work shouldn't require so much effort. BUSUP riders juggle 3–4 apps just to coordinate a scooter, a coffee, and a shuttle — before the workday even starts.
RouteIn transforms BUSUP from a shuttle service into a seamless door-to-desk ecosystem: one app, one journey, zero friction.
The research started on the bus. We rode the route, interviewed riders at the stop, and spent time at the hospital where many of our users work. Five weeks of field work, research, and iteration — before a single solution was proposed.
We emerged our user persona from our field interviews as the clearest representation of the BUSUP user. Cristina, a nurse, a mother, an early riser — she helped us understand that the problem wasn't the bus. It was everything around it.
"The bus isn't just transportation; it's the only moment of the day where I can breathe, read, and organize my mind before the routine takes over."
Getting to work shouldn’t require so much mental effort. When a commuter has to jump between 3 to 4 different apps just to coordinate an e-scooter, a shuttle booking, and their morning coffee, they experience severe cognitive overload.
COGNITIVE OVERLOAD
Commuters want peace of mind. Forcing them to make micro-decisions and track schedules destroys the only time they have to recharge before work.
"I use the bus ride to disconnect and relax." Juan, doctor & BUSUP user
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Fragmented Commute
Juggling multiple transport services reduces a commuter's cognitive efficiency by up to 20-40% before their day even begins.
(Source: Deloitte, 2025)
(In)visibility Gap
Users view BUSUP as an isolated, hidden corporate utility rather than an active, top-of-mind part of their lifestyle.
"I only know it's BUSUP because I take it frequently." Amanda, nurse & BUSUP user
RouteIn is not a new app. It's an upgrade to BUSUP's existing platform — a connected commute ecosystem that links every step of the journey, from your door to your desk, through one seamless experience.
The RouteIn interface gives Cristina a complete view of her commute — scooter, shuttle, and coffee — all synced and managed automatically.
• Micromobility booked based on proximity to the stop
• Coffee timed to her ETA at the café
• Live bus position + proactive delay alerts
A good service design solution doesn't just solve the user's problem — it creates value for the business too. RouteIn addresses Cristina's daily friction while giving BUSUP a growth model that scales through partnerships, not infrastructure.
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