One of the key challenges of redesigning the TBM mobile application was to enhance the functional offerings to users while improving the current user experience.

This was implemented through several initiatives:

Highlighting a wide range of transportation options across Bordeaux Métropole: the strategy involved placing the interactive map at the core of navigation, available from the homepage. This allowed users to explore new mobility options such as bicycles near their geographical location.

Introducing a digital-friendly display mode for public transport schedules to move away from the traditional timetable format. The challenge here was to make this critical user journey element more readable and accessible, while eliminating any potential reading errors.

Streamlining the subscription process to its maximum simplicity: given the often lengthy process due to various required information, our approach involved breaking it down into clear stages with each screen requiring only one action, ensuring the user journey is as pleasant and smooth as possible. Additionally, animations and micro-interactions were integrated to reassure users about the completion of their actions.

Creating a mobile experience connected to real-world objects: enabling users to unlock bicycles through the application required putting ourselves in the shoes of a station user to ensure a simple and rapid mobile experience.

We revamped TBM's brand identity. To achieve this, we immersed ourselves in the existing brand codes to propose an artistic direction that is coherent and aligned with their identity. Our teams co-created the new graphic codes for the mobile application in close collaboration with the product design team. We also provided visual assets and a communication kit tailored to the needs of TBM's internal teams, particularly the communication and graphic design teams.

The TBM mobile application, developed using a cross-platform language, relies on a Backend For Frontend (also known as "BFF"). One of the major technical challenges of the project was implementing this BFF by our teams to provide an API for the TBM mobile application. This API hides the specifics of various external services and is capable of supporting periods of high demand.

BeTomorrow worked closely with Keolis Bordeaux Métropole teams to develop a Go To Market plan for the application launch and subsequent months. The application features a customer engagement tool for personalized messaging and usage analysis to continually enhance the user experience. A marketing tagging plan was implemented, along with a communication plan featuring artistic direction for deployment across all major channels. This plan also defined key KPIs and tracking methods. Finally, an internal communication kit was created to help KB2M teams understand new features and effectively support users during this transition.

As the lead integrator of the MaaS application, BeTomorrow consolidated all technical and business aspects, as well as third-party APIs provided by Keolis Bordeaux Métropole Mobilités and their partners. Maintaining effective communication among all project stakeholders was crucial for its success. BeTomorrow's experienced development team, proficient in agile methodologies and possessing extensive expertise, established the necessary conditions and rituals to foster collaboration, analysis, and ensure everyone's involvement in an iterative development process.