TRANSPORTATION

I designed an informative fold-out travel guide for Metrolink titled “A Guide to Getting Around Southern California,” aimed at improving the rider experience across the network. The guide included a comprehensive system map, fare and ticketing information, onboard rules, security guidelines, and step-by-step instructions for using the mobile app and ticketing machines. Designed for maximum clarity and usability, this piece served as an essential resource for both new and returning riders navigating the Southern California transit system.

I led the redesign of Metrolink’s Ticket Vending Machine (TVM) interface, as well as the design of paper tickets and a “How to Ride” instructional graphic. The project focused on improving ticketing usability and visual hierarchy. I developed clearly labeled and color-coded designs for various ticket types—Single Ride, Round-Trip, Multi-Ride, and Passes—and created a barcode system for streamlined validation. The accompanying instructional graphic guided riders step-by-step through the ticketing process, supporting a frictionless user experience.

In addition to the physical machine redesign, I crafted the digital user interface (UI) for Metrolink’s Ticket Vending Machines at station kiosks. The updated UI prioritized accessibility and speed, offering streamlined options such as Quick Ticket, Corporate Quick Card, Special Promotions, and Custom Fare Selection. Designed with a clean, intuitive layout, the interface helped reduce user errors and significantly improved the ease of ticket purchases for both daily commuters and first-time riders.

I developed a multi-platform awareness campaign to spotlight Metrolink’s environmental initiatives. This included print collateral, digital ads, social media graphics, and informational posters. The campaign communicated key impact statistics, such as the elimination of 9.3 million car trips annually and the shift toward zero-emission locomotives. The designs emphasized sustainability, safety, and modernization efforts—aiming to inspire eco-conscious travel choices and strengthen public perception of Metrolink as a forward-thinking transit provider.

For Metrolink’s Bike to Work Week and Bike Month, I created a campaign titled “Free Rides on Bike to Work Week,” promoting biking as a healthier, more sustainable alternative to driving. Deliverables included digital ads, printed postcards, and social media content, all designed to drive participation and encourage green commuting habits. The visual identity reinforced the campaign’s positive, active tone and aligned with broader environmental goals.

I played a key role in the redesign of Metrolink’s official website, focusing on UI/UX strategy, user flow, and visual design. The revamped site improved access to train schedules, trip planning tools, and ticketing options, enhancing the experience for both desktop and mobile users. I also developed a comprehensive digital style guide to ensure consistency across visual elements, typography, icons, and components, supporting future scalability and seamless cross-platform branding.

I designed a series of seasonal timetables—multi-functional pamphlets combining updated train schedules with seasonal ads and promotional messaging. These materials served dual purposes: offering riders accurate, up-to-date schedule info while also promoting events and services aligned with seasonal campaigns. The layouts were crafted for easy readability and high visual engagement, making them valuable tools for both commuting and brand communication.