Case Study - Mobility

Strategic evolution of the
Ticket Transporte product into a comprehensive mobility solution

Executive Summary

At Edenred, I led the strategic redefinition of the Ticket Transporte product to better align with the current needs of the market, companies, and users. The project focused on expanding the value proposition, integrating new mobility partners, and adapting the product to a more flexible and competitive legal and operational framework. The outcome: a solid, actionable plan to evolve into Edenred Mobility, a more flexible, relevant, and sustainable solution.

Context & Challenges

Although Ticket Transporte was functioning correctly, it showed a clear misalignment with today’s expectations:

Clients: Looking for attractive solutions to retain talent, support return-to-office initiatives, and align with sustainability policies.
Users: Want more flexibility, coverage, security, and ease of use. Government subsidies and remote work have reduced perceived value and usage. The average transaction dropped by 21%.
Competitors: New players like Freenow are offering mobility budgets and payment cards, better adapted to modern commuting habits.

In addition, the fragmented public transport system across Spanish regions made it difficult to offer a scalable and consistent user experience.

Project Objectives

Redefine the product’s value proposition.
Design a collaborative action plan with key departments (Legal, Tech, Processes, Smarter).
Progressively evolve the product from Ticket Transporte to Edenred Mobility.

Methodology

Desk research: Market and competitor benchmarking (Spain, France, Belgium).

Qualitative research: User and client interviews identified 5 user profiles and 2 client types.

Ideation workshops: 7 key insights, including the need for sustainability, end-to-end value, and emotional connection with commuting.

Prioritization workshop: Use of the Value Proposition Canvas to define tailored value proposals.

Key Actions Implemented

Payment network upgrade

Replaced the existing MCC-based filtering with a more advanced system (APM and MID).
Gained more autonomy and flexibility in managing merchant and partner networks.

Mobile payment activation

Enabled Apple Pay and Google Wallet through the Edenred app.
Created a Power BI dashboard to track adoption.
Result: 30% user adoption of mobile payment within a few months.

New mobility partners mapping

Researched and prioritized Spanish mobility players.
Evaluation based on market penetration, coverage, and sustainability alignment.

Strategic research & communication

Launched a Mobility Barometer with Marketing to support the new product narrative.
Legal research on tax exemptions and non-e-money formats.
Power BI used to track product KPIs: user adoption, business volume, payment types, average ticket, company size, and location.

Edenred App

Strategic Implementation Plan

Phase 1: Payment network and mobile payment development.
Phase 2: Integration of new mobility partners and market testing. (pending due to resources)
Phase 3: New pricing plans and targeted campaigns. (pending strategic decision)

Expected Outcomes

Increased control and agility in product management.
Expanded partner network with modern mobility players.
More personalized pricing plans.
Stronger Edenred positioning as a leader in corporate mobility solutions.

Key Learnings

Start with the user, not the solution: Deep user research helped uncover real frictions and emotional drivers behind commuting behavior, which reshaped our product vision.
Cross-functional collaboration is key: The involvement of Legal, Tech, and Business teams from the early stages was crucial to anticipate feasibility and ensure alignment.
Legal and regulatory frameworks are not static: Navigating legal limitations requires agility and patience. Timing is as strategic as the product itself.
Flexibility unlocks scalability: Moving away from rigid technical limitations (like MCC filtering) opened up new possibilities for partnerships and regional adaptations.
A strong narrative builds internal momentum: Sharing insights through workshops, dashboards, and storytelling helped generate buy-in and keep the vision alive, even when full implementation wasn’t immediately possible.
Not all success is visible: Even though some phases weren’t fully implemented, the project laid the groundwork for future transformation and improved the team's strategic maturity.

Conclusion

The evolution of Ticket Transporte into Edenred Mobility represents a strategic transformation driven by real market needs and responsible innovation. Although later phases were paused due to limited resources and an uncertain legal context, the project established a solid foundation for future development aligned with emerging trends and user expectations.

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