Process & Approach

I mapped user journeys to understand how commuters encountered the campaign throughout their travel, from station entry to train platforms, ensuring clarity and continuity at every touchpoint. I designed print and digital assets emphasizing legibility, hierarchy, and accessibility, allowing riders to absorb the message at a glance. Collaborating with partner agencies and production teams, I guided the adaptation of assets across multiple formats and surfaces, maintaining a consistent design system that balanced brand visibility with contextual relevance to each station layout.

Outcome & Impact

The campaign reframed tap-to-pay as a seamless, user-centered experience, achieving a 30% lift in contactless transactions across the MTA. Grounded in UX principles like visibility, spatial flow, and cognitive ease, the experience made complex financial technology feel human and intuitive. The project earned multiple awards from GDUSA, ANA, and IHAF, recognizing both its strategic design impact and measurable behavioral results.

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