Bfirst Bus
Lead Product Designer (Huss & Sam)
9 months
UX/UI Design for Ticketing Platform,
End-to-end E-commerce Flow
Bfirst is a premium travel service redefining long-distance transportation in Israel. Offering a “First-Class on wheels” experience between Tel Aviv and Eilat, Bfirst combines luxury amenities including reclining seats, onboard refreshments, and high-speed Wi-Fi, with a focus on comfort and style.
High-end travel, complex logistics. The challenge was to translate a multifaceted business model into a simple, elegant user interface.
The primary challenges were:
Complex Logistics – Simplifying a multi-step booking flow without losing the premium feel.
Dynamic Seat Mapping – Designing an interactive seat selection tool that handles real-time availability and tier-based pricing (Classic, Deluxe, Premium).
User Retention – Creating a personal dashboard for returning users to manage trips and history effortlessly.
An architected booking ecosystem that prioritizes clarity and luxury. I focused on transforming complex logistical constraints into a frictionless user journey:
Modern Visual Identity – A clean, sophisticated design system that mirrors Bfirst’s luxury physical experience through a refined digital language.
Streamlined Trip Planning – Clear, intuitive options for one-way and round-trip bookings, allowing users to start their journey with ease.
Intuitive Seat Selection – A visual, map-based interface with transparent, dynamic pricing for a frictionless choice.
Booking Wizard Timeline –A 4-step progress indicator that guides users through the journey, reducing friction and increasing conversion.
Trip Selection → Personal Details → Passenger Info → Payment → Confirmation.
As Bfirst launched its premium service, the objective was to architect a digital booking ecosystem from the ground up. The challenge lay in transforming intricate logistics, such as dynamic pricing for VIP vs. Standard seating and special eligibility for Eilat residents, into a seamless user journey. By focusing on inventory visualization and transparent pricing logic, I ensured that the complexity of the backend remains invisible, providing users with absolute clarity and a frictionless path to purchase.
Key Insights
Premium users prioritize a clean, effortless interface over complex features.
Total clarity regarding seat tiers, pricing, and amenities is the primary driver for conversion.
A structured, step-by-step process is essential to prevent drop-offs in multi-variable booking.
To deliver a consistent, premium experience, I aligned every visual element with Bfirst’s luxury identity. The design system was engineered to balance high-end aesthetics with functional clarity, ensuring the complex booking logic remains intuitive.
Key elements included:
Refined Visual Identity – A minimalist layout paired with sophisticated typography to evoke a “First-Class” feel.
Cohesive Component Library – Reusable UI elements designed for clarity, from seat-type indicators to price tags.
Contextual Micro-interactions: –Subtle animations that provide immediate feedback and guide the user through the selection process without distraction.
Adaptive Interface – A fully responsive framework that maintains the integrity of the interactive seat map across all devices.
Brand
UI
The process began by mapping the complete user journey to deconstruct the complex booking variables into a logical, stress-free flow. The goal was to ensure users remain informed and in control at every decision point.
The Guided Booking Flow:
Trip Type Selection
A simplified entry point for choosing between One-Way or Round-Trip journeys.
Route Definition
A focused interface for selecting departure and arrival cities, establishing the core travel path.
Date & Capacity
Strategic placement of passenger count and date selection to filter real-time availability.
Tiered Trip Selection
An overview of available departures, clearly categorizing Classic, Deluxe, and Premium tiers to highlight the value proposition of each.
Visual Seat Selection
A detailed, interactive illustration of the bus interior. This spatial diagram allows users to intuitively select their preferred seat by interacting directly with the visual layout, providing immediate clarity on seat location and category.
Booking Wizard:
Once a seat is selected, the user enters a structured 4-step finalization process designed to maintain momentum and ensure accuracy:
Review Trip Details – A comprehensive summary of the selected route, time, and seats to eliminate errors before proceeding.
Passenger Information – A streamlined form for personal details, including specific validation for Eilat resident benefits and coupon applications.
Secure Payment – A clean, trustworthy checkout interface that handles the final transaction with total price transparency.
Booking Confirmation – A clear success state providing the digital ticket and essential trip information, completing the premium experience on a high note.
Strategic Flow Architecture:
The booking journey was engineered to balance complex business logic with a high-end, effortless user experience. By breaking down the process into logical, digestible segments, I ensured that users remain informed and confident at every touchpoint. This structured approach effectively reduces cognitive load, eliminates friction, and maximizes conversion by transforming a multi-variable task into a transparent and premium path to purchase.
The Bfirst platform sets a new standard for luxury travel by bridging the gap between complex logistics and a high-end digital experience.
By architecting a transparent booking engine, featuring the strategic wizard timeline and the interactive seat selection, I transformed a multi-variable process into a seamless, user-centric journey.
The final product does more than just sell tickets; it mirrors the brand’s premium physical service, building user trust and elevating the entire travel experience from the very first click.
Designing the Bfirst platform emphasized that in premium services, clarity is the ultimate form of luxury. I learned how to architect complex business logic, balancing dynamic pricing and eligibility rules, into a calm, intuitive interface.
By maintaining total transparency and user control throughout the multi-step journey, I was able to reduce cognitive load and transform a high-stakes logistical process into a seamless, trust-building brand experience.
Clarity & Transparency
Multi-step processes require thoughtful design to maintain clarity and reduce cognitive load.
Visual Progress Indicators
Simple tools like timelines and seat maps help users feel in control and confident in their choices.
