Product design
Growth Design
2023
Design Strategy
Bringing Pass value into the user's intent journey
Increasing passes adoption and revenue and perceived value of Passes
Product design
Growth Design
2023
Design Strategy
Bringing Pass value into the user's intent journey
Increasing passes adoption and revenue and perceived value of Passes
Product design
Growth Design
2023
Design Strategy
Bringing Pass value into the user's intent journey
Increasing passes adoption and revenue and perceived value of Passes
Product design
Growth Design
Design Strategy
Bringing Pass value into the user's intent journey
Increasing passes adoption and revenue and perceived value of Passes
*Optimised for the mobile, full case study on Desktop version
Impact and Outcomes
Pass purchase conversion rate
Localized GMV increase
Increase in monthly trips
MoM re-purchase rate
Impact and Outcomes
Pass purchase conversion rate
Localized GMV increase
Increase in monthly trips
MoM re-purchase rate
Context
One place, two conflicting mental models
At Bolt, the overarching business objective was to drive customer lifetime value (LTV) through upfront subscriptions. Bolt introduced Bolt Plus subscriptions (a long-term, auto-renewed). However, it was introduced to live in the exact same place of the existing Passes (time-based, one time purchase)
My role
IC Senior Product Designer- End to end product thinking and strategic design
Platform
Bolt Micro-mobility iOS/Android
Timeline
2 weeks design | Multi-variant A/B Testing & Phased Roadmap Delivery
Why this project?
Challenged the status quo and explore beyond the scope, I am proud of this project as I came up with a very novel approach to the problem. I reframed the team's approach by proposing that passes should come to users than users going to passes. We moved away from generic 'visibility fixes' to a multi-directional experimentation framework to test this contextual approach, completely transforming how our users discover and value passes.
Context
One place, two conflicting mental models
At Bolt, the overarching business objective was to drive customer lifetime value (LTV) through upfront subscriptions. Bolt introduced Bolt Plus subscriptions (a long-term, auto-renewed). However, it was introduced to live in the exact same place of the existing Passes (time-based, one time purchase)
My role
IC Senior Product Designer- End to end product thinking and strategic design
Platform
Bolt Micro-mobility iOS/Android
Timeline
2 weeks design | Multi-variant A/B Testing & Phased Roadmap Delivery
Why this project?
Challenged the status quo and explore beyond the scope, I am proud of this project as I came up with a very novel approach to the problem. I reframed the team's approach by proposing that passes should come to users than users going to passes. We moved away from generic 'visibility fixes' to a multi-directional experimentation framework to test this contextual approach, completely transforming how our users discover and value passes.
Existing flow
The Observation
The Observation
We saw engagement on the passes page but the conversion remained lower and the drop-off was over 85%.
..the effort of pass purchasing decision was lost in the interaction of back and forth on a screen estate surface that was disconnected from micro-mobility ride decision.
..the effort of pass purchasing decision was lost in the interaction of back and forth on a screen estate surface that was disconnected from micro-mobility ride decision.
The Reveal
The Reveal
The issue wasn't just visibility. It was a decision problem.
The issue wasn't just visibility. It was a decision problem.
People weren't thinking about subscriptions when they only wanted to start a ride. A completely different presence made users make a purchase decision before they "find the right scooter to ride" I reframed the problem statement from a visibility problem to decision problem. Passes suffered from a context and decision problem rather than only a visibility problem.
Lack of Contextual Continuity
Passes required users to leave the ride journey and enter a separate subscription page hidden within the menu. This meant the purchase decision happened outside the most intentional moment.
High Interaction Cost: Users were stuck comparing
Data showed repeated back and forth between passes. The information structure forced users to hold each option in memory and compare sequentially which led to decision paralysis to decide on which pass was right for them, whether it would save them money and why they should buy it now.
Banner-based promotion was ineffective
A promotional banner existed within the micro-mobility section competed with other priority banners, it was easy to dismiss, other priority banners would make it lower in priority, engagement dropped over time.
How might we help riders make a confident decision without interrupting their scooter selection decision?
How might we help riders make a confident decision without interrupting their scooter selection decision?
How might we help riders make a confident decision without interrupting their scooter selection decision?
The Obvious
Fast things first
I proposed to separate Passes and Bolt Plus Subscriptions as two separate purchase experiences but that execution would not have solved the core problem of decision paralysis and the goal of increasing Passes adoption and would have increased efforts.
I proposed to separate Passes and Bolt Plus Subscriptions as two separate purchase experiences but that execution would not have solved the core problem of decision paralysis and the goal of increasing Passes adoption and would have increased efforts.
The smallest, smartest, cheapest decision:
The smallest, smartest, cheapest decision:
Every active user sees the ride finish screen just after finding value in our services, naturally this is a high interaction screen estate and introduced Pass awareness when users finish their rides without a pass
The Obvious
Fast things first
I proposed to separate Passes and Bolt Plus Subscriptions as two separate purchase experiences but that execution would not have solved the core problem of decision paralysis and the goal of increasing Passes adoption and would have increased efforts.
The smallest, smartest, cheapest decision:
Every active user sees the ride finish screen just after finding value in our services, naturally this is a high interaction screen estate and introduced Pass awareness when users finish their rides without a pass
The Pivot
Challenge the status quo and explore beyond the scope
The existing product roadmap was hyper-focused on fixing the visibility of passes on the subscription page. However, I realized that optimizing a broken experience wouldn't solve the core problem. While the product and engineers had commitments, I invested the opportunity to explore the problem beyond the given requirements. I explored two directions with multiple iteration within the timeline of 2 weeks, focusing on the principle bringing passes to the users rather users going to passes.
Phase 1:Perceived Separation (The Immediate Ship)
distinct, scooter-centric visual taxonomy and contextual entry points inside the vehicle exploration views, separating micromobility Passes from ride-hailing subscriptions. This cleared technical and visual debt, set a clean experimental baseline, and opened the door to optimise pricing and cut the number of Passes per country.
Phase 2: Contextual intent (aligned vision)
existing Pass inventory brought directly into the scooter vehicle-card journey, with layouts explored specifically to avoid overwhelming a small mobile surface.
The Pivot
Challenge the status quo and explore beyond the scope
The existing product roadmap was hyper-focused on fixing the visibility of passes on the subscription page. I explored two directions with multiple iteration within the timeline of 2 weeks, focusing on the principle bringing passes to the users rather users going to passes.
Phase 1:Perceived Separation (The Immediate Ship)
distinct, scooter-centric visual taxonomy and contextual entry points inside the vehicle exploration views, separating micromobility Passes from ride-hailing subscriptions. This cleared technical and visual debt, set a clean experimental baseline, and opened the door to optimise pricing and cut the number of Passes per country.
Phase 2: Contextual intent (aligned vision)
existing Pass inventory brought directly into the scooter vehicle-card journey, with layouts explored specifically to avoid overwhelming a small mobile surface.
Direction 1: Improve discovery
A permanent place to find passes without leaving micro-mobility vertical
I explored introducing passes directly on the scooter map experience. This decision itself allows users to see passes offerings without having to leave micro-mobility. These explorations were to extend the capabilities of existing components. I made use of what was available to increase the speed of A/B tests which was already on the sprint.
Control: Dismissible entry point on the map
Control: Dismissible entry point on the map
Option 1: Passes on animated Floating action Button
Option 2: Non dismissible entry on bottom-sheet
Option 1: Passes on animated Floating action Button
Option 2: Non dismissible entry on bottom-sheet
Control: Dismissible entry point on the map
Option 1: Passes on animated Floating action Button
Option 2: Non dismissible entry on bottom-sheet
Direction 1: Improve discovery
A permanent place to find passes without leaving micro-mobility vertical
I explored introducing passes directly on the scooter map experience. This decision itself allows users to see passes offerings without having to leave micro-mobility. These explorations were to extend the capabilities of existing components. I made use of what was available to increase the speed of A/B tests which was already on the sprint.
Control: Dismissible entry point on the map
Option 1: Passes on animated Floating action Button
Option 2: Non dismissible entry on bottom-sheet
Option 1: Passes on animated Floating action Button
Option 2: Non dismissible entry on bottom-sheet
Control: Dismissible entry point on the map
Option 1: Passes on animated Floating action Button
Option 2: Non dismissible entry on bottom-sheet
Direction 2: Improve decision making
Making purchase decision a part of scooter selection decision
Users on the micro-mobility map already intent to take a ride, a scooter selection is a part of that decision and my instinct was to club two decision to select a scooter and buy a pass together. Based on the hypothesis that while making a scooter selection, users are more like to also make the decision to buy a pass, so next, I moved pass recommendations into the scooter selection flow
The challenge: Scooter card is a high density, high stake informative sheet. The challenge was to introduce more information within the small estate and show information clearly and concisely.
The challenge
Bringing clarity with infomration
Scooter card is a high density, high stake informative sheet. The challenge was to introduce more information within the small estate and show information clearly and concisely.
Iteration 1.1: Banner
Iteration 1.2: Progressive Disclosure
Iteration 1.3: Open Pass Cards
Direction 2: Improve decision making
Making purchase decision a part of scooter selection decision
Hypothesis that while making a scooter selection, users are more like to also make the decision to buy a pass, so next, I moved pass recommendations into the scooter selection flow
Hypothesis that while making a scooter selection, users are more like to also make the decision to buy a pass, so next, I moved pass recommendations into the scooter selection flow
The challenge
Bringing clarity with infomration
The existing product roadmap was hyper-focused on fixing the visibility of passes on the subscription page. I explored two directions with multiple iteration within the timeline of 2 weeks, focusing on the principle bringing passes to the users rather users going to passes.
Iteration 1.1: Banner
Iteration 1.2: Progressive Disclosure
Iteration 1.3: Open Pass Cards
The A/B Test Setup
Validating the Shift: Placements vs Strategy
Once I changed the team's outlook and we aligned on moving passes into the ride journey, we needed to test the executions. But there were many tiny, but important questions to address within the design to make the experience of contextual passes seamless and clear: "which Pass to surface, how many to show, and how to prove the rider is saving money. Instead of guessing which direction would solve decision paralysis best, we tested them with multiple variations to see how interaction cost affected conversion
We didn’t want to induce cognitive load by introducing all passes on the scooter card in the first version so we set up experimentations to understand if users would be interested in seeing multiple passes or targeted passes, this was a subtle way to also measure change in impact and behaviours
Test 1: Targeted Pass- cheapest, most popular or a bought pass
on map screen and vehicle cards per country
Test 2: Pass page entry point on map and vehicle cards to show all passes
The A/B Test Setup
Validating the Shift: Placements vs Strategy
Once I changed the team's outlook and we aligned on moving passes into the ride journey, we needed to test the executions. But there were many tiny, but important questions to address within the design to make the experience of contextual passes seamless and clear: "which Pass to surface, how many to show, and how to prove the rider is saving money. Instead of guessing which direction would solve decision paralysis best, we tested them with multiple variations to see how interaction cost affected conversion
We didn’t want to induce cognitive load by introducing all passes on the scooter card in the first version so we set up experimentations to understand if users would be interested in seeing multiple passes or targeted passes, this was a subtle way to also measure change in impact and behaviours
Test 1: Targeted Pass- cheapest, most popular or a bought pass
on map screen and vehicle cards per country
Test 2: Pass page entry point on map and vehicle cards to show all passes
Imapact and Learnings
The Multi-Category Impact
Although I left Bolt before the final rollout of the advanced phases, the strategic reframing and design architecture I established created the permanent framework for how Passes experiences are today
The Architectural Blueprint
Successfully led the structural separation of the pass ecosystem from ride-hailing subscriptions. This allowed both product verticals to scale their funnels independently without creating information overload.
Verifying Value
The A/B testing framework validated that systematic, contextual inline passes significantly outperform massive full-page passes when user intent is high. It proved that great design is about subtraction, not addition.
Horizontal Scale: True design leadership is about building reusable systems.
Today, Bolt Drive (Car Sharing) utilizes this exact horizontal "Pass" matrix to display hourly and daily rates on the active car selection sheet—proving that a clean decision framework works across any service a user wants to rent.
Imapact and Learnings
The Multi-Category Impact
Although I left Bolt before the final rollout of the advanced phases, the strategic reframing and design architecture I established created the permanent framework for how Passes experiences are today
The Architectural Blueprint
Successfully led the structural separation of the pass ecosystem from ride-hailing subscriptions. This allowed both product verticals to scale their funnels independently without creating information overload.
Verifying Value
The A/B testing framework validated that systematic, contextual inline passes significantly outperform massive full-page passes when user intent is high. It proved that great design is about subtraction, not addition.
Horizontal Scale: True design leadership is about building reusable systems.
Today, Bolt Drive (Car Sharing) utilizes this exact horizontal "Pass" matrix to display hourly and daily rates on the active car selection sheet—proving that a clean decision framework works across any service a user wants to rent.
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Copyrights@2026
Copyrights@2026