Designing Stockholm’s primary travel app

SL's vision was clear: create an app that works for everyone. From tourists to residents, children to seniors, and individuals with various physical capabilities, the app needed to reflect the diversity of SL's ridership. The challenge was to design a solution that prioritized inclusivity without compromising functionality or marketability.

Guided by the mantra “Leave no traveler behind,” we conducted extensive research to understand the needs of travelers using the SL system. We focused particularly on vulnerable and underserved groups, such as visually impaired users, families with young children, and recent arrivals to Stockholm. This focus on accessibility informed every design decision, ensuring the app felt intuitive, approachable, and empowering for all users.

The app redefined transit usability by balancing inclusivity with a sleek, marketable design. Vulnerable users, who are often overlooked, now experience smoother journeys thanks to thoughtful features tailored to their needs. SL not only strengthened its reputation as an innovative transit leader but also demonstrated how inclusivity can elevate public services.