Incentivizing public transportation through safety, connection, and rewards 🌟
Incentivizing public transportation through safety, connection, and rewards 🌟
Incentivizing public transportation through safety, connection, and rewards 🌟
630 days. 1,260 hours. This is the time I have spent on public transportation within the past 2 years. Consequently, I have noticed gaps in the system and was inspired to design an app to enhance the commuting experience.
630 days. 1,260 hours. This is the time I have spent on public transportation within the past 2 years. Consequently, I have noticed gaps in the system and was inspired to design an app to enhance the commuting experience.
630 days. 1,260 hours. This is the time I have spent on public transportation within the past 2 years. Consequently, I have noticed gaps in the system and was inspired to design an app to enhance the commuting experience.
Tools Used
Tools Used
Tools Used
Empathizing 🌱
Identifying User Pain Points
Using surveys and secondary research, I gathered data from 10 university students who frequently used public transportation, focused on topics such as safety, affordability, and overall satisfaction. I sorted common viewpoints on an affinity map.
Using surveys and secondary research, I gathered data from 10 university students who frequently used public transportation, focused on topics such as safety, affordability, and overall satisfaction. I sorted common viewpoints on an affinity map.
Key Insights 🎯
Here are the top three themes I pulled from the affinity map:
Here are the top three themes I pulled from the affinity map:
Absence of Incentives
Rising fares and lack of incentives discourage consistent use of public transportation.
Lack of Safety
60% of responders have reported feeling unsafe on their trip.
Feeling Unheard
100% of commuters had frustrations, but 80% of them have never reported their concerns.
Problem Statement 💡
Rising fares without incentives, a lack of safety connections, and the absence of a centralized discussion platform leave commuters feeling frustrated, unsafe, and unheard, discouraging public transportation use.
Rising fares without incentives, a lack of safety connections, and the absence of a centralized discussion platform leave commuters feeling frustrated, unsafe, and unheard, discouraging public transportation use.
Ideating 🧠
How could I address each pain-point?
1. Absence of Incentives
Add a rewards system where riders earn virtual trees (points) for using transit, redeemable for free ride passes.
Add a rewards system where riders earn virtual trees (points) for using transit, redeemable for free ride passes.
Partner with local businesses to offer discounts or gift cards once riders hit a trip milestone.
Partner with local businesses to offer discounts or gift cards once riders hit a trip milestone.
Why Virtual Trees?
Virtual trees were implemented by Montreal’s transit system app, where users were told one round trip by bus was equal to the environmental benefits of a tree over a year.
Virtual trees were implemented by Montreal’s transit system app, where users were told one round trip by bus was equal to the environmental benefits of a tree over a year.
As a result, 5,000 users increased their public transit use, and 43% began using it for new purposes such as weekend outings.
As a result, 5,000 users increased their public transit use, and 43% began using it for new purposes such as weekend outings.
2. Lack of Safety
Implement a bus buddy program that matches commuters with similar routes or schedules, fostering safety and community.
Implement a bus buddy program that matches commuters with similar routes or schedules, fostering safety and community.
3. Feeling Unheard
Include a community forum where users can share commuting experiences through photos or reviews and engage with others, ensuring their voices are heard.
Include a community forum where users can share commuting experiences through photos or reviews and engage with others, ensuring their voices are heard.
Research 🔍
Competitive Analysis
Unlike other transit apps, MyTransit lets users connect with travel companions, join a community forum, and earn virtual trees for a sustainable, rewarding experience instead of just points.
Unlike other transit apps, MyTransit lets users connect with travel companions, join a community forum, and earn virtual trees for a sustainable, rewarding experience instead of just points.
Experimenting 🧪
Information Architecture
To help organize my thoughts, I created a visualization of the app’s flow, showing how users would navigate through it.
To help organize my thoughts, I created a visualization of the app’s flow, showing how users would navigate through it.
To help organize my thoughts, I created a visualization of the app’s flow, showing how users would navigate through it.
Wireframing
I began by creating a low fidelity prototype to start visualizing how I wanted each individual screen to look before I designed the app.
I began by creating a low fidelity prototype to start visualizing how I wanted each individual screen to look before I designed the app.
I began by creating a low fidelity prototype to start visualizing how I wanted each individual screen to look before I designed the app.
Design System
I established reusable styles and interactive components in a design system to ensure consistency and scalability across the prototype.
I established reusable styles and interactive components in a design system to ensure consistency and scalability across the prototype.
User Feedback🔍
Usability Testing
After designing the screens, I conducted interviews with 3 frequent commuters on their opinion of the app's features and any suggestions for improvement to identify any strengths and weaknesses.
After designing the screens, I conducted interviews with 3 frequent commuters on their opinion of the app's features and any suggestions for improvement to identify any strengths and weaknesses.
After designing the screens, I conducted interviews with 3 frequent commuters on their opinion of the app's features and any suggestions for improvement to identify any strengths and weaknesses.
Final Design🌟
✏️ Below is my final design after iterating based on user feedback.
✏️ Below is my final design after iterating based on user feedback.
➡️ One key change was the navigation bar, as users struggled with identifying which page they were on. To improve, I used Fitts' Law to increase the size of the icons and used high contrast colours to make them more visible and easier to interact with.
➡️ I minimized cognitive load on the main page by leveraging the Law of Proximity. By grouping related elements together, I helped users process information more efficiently, reducing confusion.
➡️ One key change was the navigation bar, as users struggled with identifying which page they were on. To improve, I used Fitts' Law to increase the size of the icons and used high contrast colours to make them more visible and easier to interact with.
➡️ I minimized cognitive load on the main page by leveraging the Law of Proximity. By grouping related elements together, I helped users process information more efficiently, reducing confusion.
➡️ One key change was the navigation bar, where I used Fitts's Law to increase the size of the icons and changed their colors to make them more visible. This addressed user struggles with identifying which page they were on.
➡️ I minimized cognitive load on the main page by leveraging the Law of Proximity. By grouping related elements together, I helped users process information more efficiently, reducing confusion.
Functional Prototype 🤖
Next Steps 💭
As my initial research and testing phase focused on the perspectives of university students on transit, I plan to reach a broader demographic of commuters in my city through digital surveys, ensuring the app addresses diverse needs and experiences.
As my initial research and testing phase focused on the perspectives of university students on transit, I plan to reach a broader demographic of commuters in my city through digital surveys, ensuring the app addresses diverse needs and experiences.
Reflection 🧠
What began as frustration with my city’s public transit evolved into a much larger project, where I engaged in the full cycle of research, design, and testing. Along the way, I discovered how much I enjoy user research and, most importantly, learned how empathy drives better design by revealing users’ true needs and perspectives.
What began as frustration with my city’s public transit evolved into a much larger project, where I engaged in the full cycle of research, design, and testing. Along the way, I discovered how much I enjoy user research and, most importantly, learned how empathy drives better design by revealing users’ true needs and perspectives.
Functional Prototype 🤖