Learn how women drive UX/UI design at Reservamos SaaS, creating intuitive and accessible digital experiences for any user.
It is very common that in our day to day we interact with applications or websites to send messages, transfer money, buy a product, check our social networks. But how do we achieve those pleasant experiences by easily interacting with the digital products we use in our daily lives?
Behind these interactions there are people who are dedicated to facilitating the use of applications to avoid any friction. These are UX/UI designers who have the job of designing experiences that are embodied in applications and websites that we use every day, from banking applications, pages to book accommodation, streaming platforms or even in any type of eCommerce.
But before moving forward it is important to know, what is UX and UI design? The UX (User Experience), according to the UX en Español, is a set of processes, techniques, methods and methodologies, with which digital or physical products are developed.
While UI (User Interface) is defined as the design of interfaces that help create a point of communication between users and the digital product, such as an application or a website for eCommerce.
At Reservamos SaaS we have an eCommerce platform for the bus sector, whose purpose is to transform the direct sales channel of the companies, so that more travelers can purchase their tickets online without complications and securely.
Behind this technology there are several teams working to offer a digital sales channel that adapts to the needs of each bus company and travelers. One of those teams is the Product Designer team, where there are UX/UI designers who work together to offer the best user experience.
At Reservamos SaaS, UX and UI is female-driven
Teresa Carbajal, product designer at Reservamos SaaS, shares that in her almost 2 years on the team it has been a very pleasant experience and one that she has enjoyed because of the changes and the constant search to find the path that generates the greatest impact among users.
“It can be a challenge because we have to think very carefully about what we are going to design that will really help users, that is user-friendly and that they like. I think that’s part of the challenge of understanding the users and offering solutions that they really enjoy.” Teresa Carbajal, product designer.
Aurora Chapa, UX/UI designer at Reservamos SaaS, comments that in UX/UI design there are so many things involved that there is never time to get bored.
“You can spend some time on the methodological part of UX, research or copy. You literally never get bored. That’s very cool.” Aurora Chapa, UX/UI designer.
For her part, Brenda Orozco says that she always wanted to work developing applications, although she studied graphic design.
“My first job was as a UI designer. Fortunately I fell in love with different stages of design: copywriting, design, programming, component interaction. In Reservamos SaaS I totally evolved because it was not only something visual, but I had to see programming. I always dreamed of making applications from scratch, and it’s a dream that has somehow been fulfilled here at Reservamos SaaS.” Brenda Orozco, UX/UI designer.
How is the UX/UI design process at Reservamos SaaS?
Lilibeth Ramirez, product manager at Reservamos SaaS, describes that when a customer requirement arrives at the product level, the first thing they do is talk to the design team because they have the full experience of thinking about usability and the experience the user can have.
Lilibeth comments that there are not users of a specific age, but of many ages and you have to think about them when designing. This implies knowing if the typography is correct, if they will be able to follow the sequence to which users are already accustomed, or if it is necessary to improve it without affecting the experience.
“That work is done very well by the design team. We have been thinking about comments that people have shared with us. For example, they often thank us for extending the purchase time, because they are older people and it is difficult for them to complete the purchase in a certain time, because we chose to put the font larger, or they tell us that the purchase flow is very good and simple for them. That is a great motivation for us and tells us that we are on the right track.” Lilibeth Ramirez, product manager.
Alejandra Castro, product designer at Reservamos SaaS, says that end users range from 18 years old to seniors. So they have to think about how they are going to make the process clear to everyone, or the interactions with the product they are designing.
“Those challenges are the ones that have caught my attention and that older people do not have the same interaction as digital natives.” Alejandra Castro, product designer.
In that sense, Lilibeth Ramirez shares the importance of thinking about people who do not constantly use technology, or those who may be delayed in doing a process.
Knowing the users is an important part of this process.
“Not only do you know the user, the brands also have a very high level of expertise in the business. We also listen to the brands, because they have been doing a lot of years doing a job and they know their users. Asking both the brands who are the direct customer and also the end users who are indirect, but they are the ones who use the tool and who we impact with our work. This helps to make a good product.” Lilibeth Ramirez, product manager.
Impact of UX/UI design on end users
Aurora Chapa mentions the relevance of analyzing user behavior within each eCommerce of our allies, to know with certainty how many people complete an online ticket purchase process. Thanks to data analysis, they can measure the impact that their UX/UI design work has on the end users, who are the travelers.
“It’s quite satisfying the fact that it’s our work and it stays behind the curtains, but it impacts a lot of people and the overall metrics of the company. It’s a pretty satisfying thing and it makes you feel good about yourself.” Aurora Chapa, UX/UI designer.
The product designer team analyzes how the user behaves using the applications developed for our partners in order to draw conclusions in addition to the analysis of the data generated in the interaction with the digital sales channels of each partner brand.
There is a hard work of analyzing metrics and feedback to know how to improve or add to the product.
“Something cool is that we make decisions based on facilitating access and interactivity. It’s very inspiring to keep creating these experiences and make them more intuitive and accessible.” Teresa Carbajal, product designer.
Advancement of women in technology
Regarding the incursion of women in the technology sector, all agree that there has been progress, but there is still a long way to go for more women to study careers related to Science, Technology, Engineering and Mathematics, classified by its acronym in English as STEM.
With regard to the technology sector in Mexico, only 10% of people dedicated to programming or software development, 14% of ICT professionals and 15% of professionals in new technologies are women, according to a study published by Laboratoria with the support of SAP.
In the academic field, women are slightly better represented, but constitute only 34% of the faculty involved in technological research.
“Here in Mexico we need to publicize what we do in UX/UI, because not all people know about it. We also need to get rid of these prejudices of thinking that studying technology is more for men. We are already in this field of technology, and hence the importance of making our work more visible so that people know about it.” Alejandra Castro, product designer.
A study published by the National Autonomous University of Mexico (UNAM) showed that 35% of the country’s population believes that men are more suitable for scientific and technological professions than women.
“Many women are not encouraged to enter these STEM careers due to a lack of role models.Many women are discouraged from entering STEM careers due to a lack of references, because they do not have as many references or do not know as many success stories, they become demotivated and choose another type of career. We, who are in the sector, could make this change and get rid of our shyness to inspire other girls in the technological field. So that they don’t underestimate themselves and enter this exciting path”, Aurora Chapa, UX/UI designer.
Aurora recommends them not to be afraid of failure and not doing things right the first time. She believes that for that there are junior positions that allow them to learn and forge their career.
For her part, Teresa recommends that they take advantage of online learning opportunities and look for projects to practice and apply what they are learning.
“Don’t be afraid to try new things and ask for feedback with mentors.” Teresa Carbajal, product designer.
During the past week, Reservamos SaaS received its allies Rápido Ochoa and Expreso Brasilia in Mexico City, to carry out different activities and meetings with leading bus companies in the transportation sector in Mexico.
On February 27th, Reservamos SaaS welcomed Rápido Ochoa and Expreso Brasilia in Mexico City. Both partners are leaders in the passenger and cargo transportation sector in Colombia.
Tour of the Expo Mobility Forum 2024
On February 28, we accompanied our partners to the inauguration of Expo Foro Movilidad 2024 and held a meeting with Grupo IAMSA and GFA, leading companies in the transportation sector in Mexico.
Expo Foro Movilidad, organized by the Cámara Nacional del Autotransporte de Pasaje y Turismo (CANAPAT), brings together companies dedicated to the transportation of foreign, tourist, urban, suburban, school, personnel, and multimodal passengers, authorities that contribute to the development of the sector, as well as sector suppliers, and even users and fans.
This year’s edition focused on mobility, new technologies, and sustainability as the main axes during the three days of the event, from February 28 to March 1, 2024. This a vision very much in line with the efforts we have promoted, through technology, to provide companies with solutions and tools that allow them to guarantee a better experience for the purchase of their tickets digitally, and ensure more sustainable mobility in the country.
For example, from applying technology in the eCommerce of our partners to optimize their direct online sales channels, and thus help strengthen the digital marketing of tickets, above the box office; or having tools to increase their occupancy per route and better manage their inventory and revenues.
We even collaborate in initiatives such as Carbon Footprint, in which Primera Plus, an allied line of Reservamos SaaS, has been a pioneer in Mexico, promoting its carbon credits to offset emissions and support regional projects, ranging from the conservation of forested areas to the generation of energy from natural and renewable sources.
Through each solution and innovation that is part of our technological infrastructure and that serves our partners, we help companies align themselves with the new trends and needs of the market and travelers, to increase their competitiveness.
How do we achieve this? Through analysis and optimization of operations and growth strategies, focused on user experience, knowledge of their consumption habits, development, and personalization of the offer.
With this, we seek to guarantee companies control of their business and the digital success of their online sales channels. In this way, they can offer better mobility experiences to users, making them choose the bus as a means of transportation for different activities.
During the inauguration ceremony, the Secretary of Tourism of the Government of Mexico, Miguel Torruco Marqués, mentioned the importance of land transportation, which is the most used in Mexico in tourism. This is because approximately 8 out of every 10 people travel by car or bus, according to data shared by the official.
In 2022, 661 million 320 thousand passengers were transported by bus with tourist service.
Visit to Reservamos SaaS offices
On February 29 and March 1, Rápido Ochoa and Expreso Brasilia visited the Reservamos SaaS offices in Mexico City to meet with key members of our team who are involved in the development and optimization of their eCommerce.
During these meetings we presented to each of them the new way of working that we have at Reservamos SaaS, divided into two main development teams: A Core team, which presented its Roadmap and product vision for 2024; and a Merchant Service team, which listened to the initiatives that the brand wants to implement, and uploaded them to a list of projects that the brands will prioritize. In this way, we ensure that we offer the best sales experience to the traveler, without neglecting the projects the brands want to implement. In addition, these teams resolved doubts and concerns about our solutions that they implement daily, and about how we can continue to streamline the innovation of their companies.
As part of our effort and objective at Reservamos SaaS to work this year in the generation of a solid community within the sector, we took the first steps along these strategic visits to facilitate meetings between our allies in Mexico and Colombia, allowing us to listen to each company and realize that there is a huge opportunity to solve problems and challenges in the sector.
From issues such as driver management, and their rotation on routes, to generate rest spaces and therefore, safety for travelers; to innovative initiatives that involve policy challenges to ensure optimal travel experiences, such as enabling Pet-friendly travel, ancillary in which Reservamos SaaS has the experience, thanks to the implementation made for the ETN-Turistar line.
Beyond digital issues, what we seek from these meetings is to become facilitators to strengthen the sector and keep it innovative, with bus lines adapted to present and future needs.
For us, it is key to generate these spaces, as they allow us to continue developing specialized technology that drives the sector towards greater and better digitization and support brands to learn from other brands that are outside their borders, but often face similar challenges.
Partner meeting with Google Mexico
As allies of brands, we seek to bring them closer to consultants and experts in each area, allowing companies to grow their digital sales. In Reservamos SaaS we have consultants in Revenue Management, and digital strategies, among others.
On this occasion, we closed visits from our allies, with an important link to continue exploring alternatives towards their digitization. Google Mexico presented the work they are developing through Google Travel, to increase the visibility of routes and mobility alternatives for users.
With the support of the Reservamos SaaS technology and product team, we will be working hand in hand with Google and our allies to make Rápido Ochoa and Expreso Brasilia the first Colombian bus companies to collaborate with the Google Travel product team and increase the visibility of their brands by displaying their logos, prices, and schedules on the routes.
Brazil has only done so in the region, so with this link, our allies in Colombia will be the first to do so outside of Brazil. From Reservamos SaaS we are working on linking with key companies such as Google, to make this and more projects that positively impact all our partners in Mexico, Chile, Brazil, and Colombia a reality.
If your bus company needs a specialized technology partner to help you better connect with your digital travelers and the industry, visit Reservamos SaaS for more information and request a demo.
Last February 26th we held our first webinar of the year called Online Sales: Boosting eCommerce for bus companies with Artificial Intelligence.
The main objective of this meeting was to share what we have achieved in the sector through our digital ecosystem. In it, we delved into the impact of new functionalities and innovations, which have enabled our allies to lead the evolution of the bus sector throughout the region.
In the webinar —led by José Luis Landaeta, Head of Customer Success at Reservamos SaaS, and Oscar Jiménez, Product Manager— we touched on 5 points to consider to improve the search engines of bus companies’ websites:
The digital experience of the traveler
Intelligent and personalized search engine
Importance of SEO for conversion
The most important metrics for your eCommerce success
Evolving your eCommerce to adapt to each traveler
The digital traveler experience
80% of ground transportation travelers in Mexico look online for their tickets. Hence the importance of bus companies’ eCommerce to guarantee unique search experiences for their travelers.
Do you know how your user interacts with your website and their purchasing experience? Don’t worry. We share with you how the digital traveler travels through the sales funnel:
Sales Funnel
TOFU: Interest. At this stage, the user searches based on a need. Our job is to have all the information to supply that need and take him to the site to convince him to buy.
MOFU: Consideration. At this point, the user already knows your business and how you can help him to solve that need. However, he has several alternatives to evaluate, so we make the process as simple as possible.
BOFU: Conversion. In the last step, we need to give them the confidence to purchase online. This is achieved by ensuring an agile and secure purchasing experience, which even encourages repurchase.
But, how do we optimize our partners’ eCommerce through the Reservamos SaaS technological ecosystem?
Based on the measurement of the sales funnel, at Reservamos SaaS we work hand in hand with our partners to develop innovations and updates that increase conversion and sales in their digital sales channels.
José Luis Landaeta, Head of Customer Success at Reservamos SaaS.
Within the technology and development teams, we can measure the traveler’s journey throughout the entire purchase flow, from the moment he arrives at the website until he completes the ticket purchase.
We follow all the steps to make them as simple as possible and achieve the purchase. In this funnel analysis process, we map the moment when users stop being interested in us, and with this information, we work with the development team to improve the shopping experience.
The top of the funnel is the best moment for when the user arrives. We capture the opportunity to connect with them through a search widget that convinces them that our allies are the best travel option.
Intelligent and personalized search engine
At Reservamos Saas we prioritize, in the search engine, the most important moments for the user, so that the eCommerce of a bus company can connect with the digital traveler.
Within the search engine, the traveler decides what to look for, where to look, and how to make the purchase. At this crucial buying stage, we delve into user behavior to streamline their purchase, giving them options, for example, by preloading origins and destinations, to give them the best experience. In this way, in just two clicks we can deliver results towards a possible purchase intent.
47% buy a trip for the same or next day
In addition, within the search engine, we can display recent trips, save history, and pre-fill information such as origin and destination. Through our technology, we can leverage these learnings, measure their performance, analyze them, and maintain a constant and agile pace of innovation to improve the performance of our partners’ pages.
Since implementing our search widget, we have achieved a 3 percentage point growth in our partners’ eCommerce conversion. For every million users that enter the pages, 30,000 new users make their purchases.
Oscar Jiménez, Product Manager, Reservamos SaaS.
Importance of SEO for conversion
For the search widget to have a significant impact we need to attract the right traffic. With the help of SEO strategies, we can raise the quality of users coming to the page and capture those who have a purchase intent.
When a user performs a Google search to travel from one destination to another, we can capture that purchase intent if our page has all the information needed to solve the search need.
In this way, a bus company can position itself in the first place in the search engine. Hence the importance of having all the necessary information, so that the user reaches us through the offer of routes, schedules, prices, and so on.
The main benefits of implementing SEO
Increases visibility:
Keyword research for the industry and target audience.
Optimization of relevant content for your audience. We must make sure it is informative, useful, and easy to understand. Search engines value valuable content and rank it higher.
Link building is crucial for SEO. Getting quality links from relevant and reputable websites improves your domain authority and can increase your search engine rankings.
Improved Ranking:
Pages in the top spots increase credibility and trust with the traveler, resulting in improved sales. In addition, +75% of clicks go to the top 3 places, hence the importance of positioning.
Every Google search is a potential sale for a bus company’s eCommerce. With the help of Landing Pages for key routes, we can capture those searches and position our partners organically.
Through Landing Pages, we ensure that we bring the right traffic to our partners’ eCommerce sites, and within their eCommerce sites, we guarantee their conversion to sales. This has allowed us to achieve 22% more traffic coming from these searches, that is, if a company has one million visits per month, we can capture 200 thousand extra visits, and the best thing is that they do not cost the bus company. This initiative makes it possible to take tremendous advantage of the traffic already on Google.
José Luis Landaeta, Head of Customer Success at Reservamos SaaS
Metrics with which we measure your eCommerce success
Maintaining high conversion rates and improving the Average Order Value (AVE) are key metrics for our partners. One way to achieve this is through the ‘Round Ticket’ functionality. Through certain product initiatives, we incentivize this return ticket, guiding the user to save time and money.
70% of tickets purchased are one-way
Direct Profitability
CR: A higher percentage translates into higher sales. AOV: Each traveler spends more on each purchase, which translates into increased revenue.
Resource Optimization
CR: Maximize the efficiency of your marketing campaigns to convert visitors into purchases. AOV: You can generate more revenue with fewer transactions (especially in low seasons).
Sustainable growth
CR: A positive purchasing experience builds a traveler’s loyalty. A user will not spend more than 10 seconds in your eCommerce if you have nothing important to offer them. AOV: Indicative of traveler satisfaction. A satisfied traveler is more likely to recommend your business.
To achieve strategies that allow us to increase the conversion of users who complete a purchase is necessary:
Constant innovation – Adapt with agility what travelers require to finalize their purchase.
Optimized Inventory – Runs needed in the time necessary for the season.
Correct pricing strategy – The combination of these factors has led us to have optimal conversion levels.
Working with customers allows us to leverage technology to increase the conversion of our allies. The more users make the purchase, the more revenue the bus company has.
Evolving your eCommerce to adapt to each traveler
We care so much about the memorable experience for each traveler that we are constantly transforming ourselves to be a specialized technological ally.
So, through Platform AI we guarantee unique purchasing experiences, powered by Artificial Intelligence. In this way, we achieve:
Increases traveler satisfaction:
Personalized attention: travelers feel valued when they receive personalized attention. It creates a closer connection with them.
Improve traveler retention:
Personalizing the offer for specific users can incentivize repeat purchases.
Personalized recommendations:
By offering product and service recommendations, based on browsing and purchase history, the chances of travelers finding something they want to buy increase significantly.
Purchase history and favorites:
Allowing users to easily access their purchase history, favorite products, and abandoned carts creates a more convenient and efficient experience.
Improves brand perception:
A personalized experience reflects genuine engagement with the traveler, which can strengthen loyalty and positive brand perception.
That’s why it’s critical to have a specialized technology partner to help better connect with your digital travelers through your direct eCommerce, ensuring unique online purchasing experiences.
