The Ask
The Skånetrafiken team’s challenge was to develop concepts for next-generation ticket machines that reflected the values of accessibility, efficiency, and positive user engagement. The machines needed to serve a broad range of users and embody a modern, approachable personality that could fit within the flow of public transport environments.
Accessibility as a Design Foundation
We used wheelchair access as the core design constraint and built the entire design language around it. By carving space beneath the interface for legroom and moving the interaction area closer to the user, we achieved a lighter form and created the now-iconic arrow profile, a shape that naturally communicates movement and works as a metaphor for public transit.
Rapid Concept Development
Using Blender, we created high-quality 3D models within days, which allowed us to iterate fast and create presentation-ready visuals. However, the process didn’t stop at digital renders. Building full-scale physical models was essential to test proportions, geometry, and real-world presence.
Personality-Driven Design
Recognizing that people subconsciously personify objects, we designed the machines with distinct personalities to evoke trust and warmth. By giving the machines positive traits, we turned routine transactions into engaging and exciting experiences.
Each machine type was given a specific persona tailored to different passenger needs. These personas guided both industrial design, UX flow and the UI elements.
By giving the machines positive traits, we turned routine transactions into engaging and exciting experiences.
Outcomes
The result was a suite of ticket machine concepts that were accessible, ergonomic, and also emotionally intelligent. The persona-driven approach defined subtle yet impactful design choices that made interaction with machines feel more natural and alive.
Through this project, Block Zero and Skånetrafiken demonstrated that thoughtful design can both enhance functionality and transform everyday interactions in public transport into moments of ease and delight.
