RUMBO App
Rumbo is Thailand’s first journey planning app with real-time disruption alerts. Designed specifically for Thailand’s complex transport system, including vans, boats, buses, and trains. The app offers a comprehensive solution for everyday commuters.
Background
In Bangkok, most commuters rely on Google Maps for navigation, but heavy traffic and unpredictable conditions often make time estimates unreliable. Rumbo was created to address this gap—offering real-time, community-driven updates on road conditions, delays, and even boat service disruptions. By spreading timely news and building a trusted network of users, Rumbo empowers commuters with accurate, validated information to navigate the city more confidently and efficiently.
Business Goals
Build awareness among Bangkok residents as a newly launched app — already supporting over 6,000 daily users with real-time disruption alerts for smoother commutes.
Foster a strong community by empowering commuters to report disruptions and contribute to a shared, trustworthy network.
Collaborate with government agencies to support smarter urban mobility and improve the quality of life in Bangkok.
My Role and Impact
Acted as Data Support Lead, managing incoming data from multiple sources to ensure accuracy and timeliness for users.
Monitored and verified user-submitted information to maintain data integrity and reliability.
Prioritized delivering a seamless and trustworthy user experience throughout the project.
Incorporated user feedback into the product cycle by feeding real user comments into the team’s improvement loop.
Participated in usability testing, gaining hands-on experience in:
Recruiting participants for group testing sessions
Facilitating moderated group sessions with clarity and neutrality
Maintaining an unbiased and composed demeanor during interviews
Planning and managing participant incentives effectively
Helped contribute to a product praised for its usefulness and reliability, as reflected in positive user feedback.
Key Challenges
Many users in Thailand had limited digital and app literacy, making it harder to adopt and engage with real-time transport apps.
The app was initially available only on Android, excluding iOS users, who often represent a more tech-savvy audience.
These constraints required:
A clear and intuitive UX to support less experienced users
Thoughtful communication strategies to guide onboarding
Strong community-building efforts to increase trust and participation
