A new way to move through L’Aquila.

“Jamo” means “let’s go” in the dialect of L’Aquila. I chose this name because people from L’Aquila share a deep, enduring bond with their land, their traditions, and their culture.

Today, the city does not have a clear brand identity for its local public transportation system. As tourism continues to grow, driven by a fast-evolving urban environment and breathtaking landscapes, I saw an opportunity to propose a stronger, more recognizable mobility brand for the city.

The Jamo app

The current app used by the local transportation company, AMA, feels cluttered, confusing, and visually outdated. That matters, especially for a city increasingly focused on tourism and on creating a more complete experience for people of every age group. Because public buses serve such a diverse mix of passengers every day, I wanted to design an interface that would feel accessible to everyone, regardless of age. The goal was to create a design that feels fresh enough to attract younger users while remaining simple, clear, and easy to understand for a much broader audience.

The current ticket purchasing process is overly complicated and difficult to navigate, so I redesigned it to make the experience faster, clearer, and more accessible. To make the product feel more connected to the city, I also created themed tickets inspired by the landmarks, monuments, and local products loved by the people of L’Aquila. The tickets are designed to be collected, turning an everyday mobility action into a small piece of city identity.

Track your ride

At the moment, passengers cannot reliably track buses while they are on route, which creates uncertainty and unnecessary waiting time. To solve this, I designed an interactive screen that gives users real-time updates on the bus they have selected. The screen shows essential information such as the bus’s current location, estimated arrival times at upcoming stops, and any delays along the route. This allows passengers to make better decisions about when and where to board or get off, improving the overall commuting experience by reducing waiting times and making public transportation feel more predictable.

There’s more

Jamo also helps tourists and locals discover the city’s latest hotspots, supported by reviews from other users. L’Aquila has also struggled with parking challenges for years, and visitors often do not know where the city’s parking areas are located or whether a spot will be available. The Jamo app addresses this by helping users find suitable parking areas and reserve the right spot in advance, making the city easier to explore and reducing one of the most common sources of friction for non-residents.

The brand

Jamo is not just an app. It is also a brand. I designed playful T-shirts and hoodies featuring some of the city’s funniest local expressions, creating a more emotional connection between people and the project. The goal was to make the brand feel local, memorable, and easy to share, helping it move naturally through the community and giving it the potential to become recognizable beyond the app itself.