Roles:
UX Researcher
UI/Branding Designer
UX Researcher
UI/Branding Designer
Overview:
A bus information relay app built to solve rider frustrations after a transportation agency's service expansion.
A bus information relay app built to solve rider frustrations after a transportation agency's service expansion.
Summary
A transportation agency in the mid-west United States was facing backlash from bus riders as lines expanded around the city. To address this, the agency wanted to create an app that would modernize communication and provide a direct solution to the decline in rider experience. This was a departure from their previous approach of relying solely on the website as the primary channel of information for passengers.
Problem and Responsibilities
As riders in the city faced a growing frustration exemplified by a stop at Washington and State (which serves 7 different lines at once), I was given the task of creating an app that would provide real-time bus arrivals, time remaining for riders to reach their stop, and the ability to choose specific lines for future reference.
Scope
The project was to be completed within 3 weeks on a $0 budget.
A transportation agency in the mid-west United States was facing backlash from bus riders as lines expanded around the city. To address this, the agency wanted to create an app that would modernize communication and provide a direct solution to the decline in rider experience. This was a departure from their previous approach of relying solely on the website as the primary channel of information for passengers.
Problem and Responsibilities
As riders in the city faced a growing frustration exemplified by a stop at Washington and State (which serves 7 different lines at once), I was given the task of creating an app that would provide real-time bus arrivals, time remaining for riders to reach their stop, and the ability to choose specific lines for future reference.
Scope
The project was to be completed within 3 weeks on a $0 budget.
Solution
SOONR.'s vision of being a tool that "just works" was achieved through a focus on minimalism.
By empowering the user without sacrificing an overall experience, SOONR. was able to improve the cognitive association with public transportation and received praise - even from the most critical of users.
SOONR.'s vision of being a tool that "just works" was achieved through a focus on minimalism.
By empowering the user without sacrificing an overall experience, SOONR. was able to improve the cognitive association with public transportation and received praise - even from the most critical of users.
SWOT
I began my research with a competitive analysis of three similar apps, MoovIt, DC Metro, and Citymapper.
My goal was to identify features to include or avoid, opportunities to differentiate, and threats to consider. I decided to focus on simplicity, accessibility, and providing relevant content without overwhelming users with too many options.
I also noted the benefits of a calming color palette and avoided gamification elements.
While all three apps faced similar external threats, such as price increases and public safety concerns, I acknowledged these as potential challenges for future iterations of the project.
All testing was done on Android 10.
I began my research with a competitive analysis of three similar apps, MoovIt, DC Metro, and Citymapper.
My goal was to identify features to include or avoid, opportunities to differentiate, and threats to consider. I decided to focus on simplicity, accessibility, and providing relevant content without overwhelming users with too many options.
I also noted the benefits of a calming color palette and avoided gamification elements.
While all three apps faced similar external threats, such as price increases and public safety concerns, I acknowledged these as potential challenges for future iterations of the project.
All testing was done on Android 10.
User Survey
I wanted to ensure my design decisions were aligned with project goals and free of bias. To accomplish this, I created a survey with the goal of gathering data on who I was designing for.
The survey consisted of 15 questions, with 2 screener questions to ensure that only people with direct bus experience were providing feedback.
By sharing the survey on various social media platforms, I was able to gather 20 responses within 48 hours.
The survey proved to be an invaluable tool in identifying my app audience, as my initial assumptions were incorrect and would have resulted in a flawed app design.
I wanted to ensure my design decisions were aligned with project goals and free of bias. To accomplish this, I created a survey with the goal of gathering data on who I was designing for.
The survey consisted of 15 questions, with 2 screener questions to ensure that only people with direct bus experience were providing feedback.
By sharing the survey on various social media platforms, I was able to gather 20 responses within 48 hours.
The survey proved to be an invaluable tool in identifying my app audience, as my initial assumptions were incorrect and would have resulted in a flawed app design.
User Interviews
To create an ideal persona for my target audience, I needed to understand their emotions and attitudes.
I selected 3 survey participants who fit my criteria: had opted to be contacted, were 18 or older, and agreed to sign an NDA.
I used a quiet, distraction-free environment, conference call software, a meeting scheduler, and note-taking software to conduct the interviews, which were recorded with the participants' consent.
To create an ideal persona for my target audience, I needed to understand their emotions and attitudes.
I selected 3 survey participants who fit my criteria: had opted to be contacted, were 18 or older, and agreed to sign an NDA.
I used a quiet, distraction-free environment, conference call software, a meeting scheduler, and note-taking software to conduct the interviews, which were recorded with the participants' consent.
User Interview Questions
Where was the last place you went on a a local public bus?
- What was the experience like?
What is the main reason you use local bus transportation?
- Do you rely on it solely?
How do you currently get local bus information?
- If you use an app, what are some things you think the app can improve upon?
How important is it to know local bus information ahead of time?
- What do you do if you can't get this information?
How important is it to know how much time you have to get to your stop?
- How do you usually get to your stop?
What do you think makes an app useful?
- What makes an app difficult?
What is an app you enjoy using?
- What is an app you do not enjoy using? Why?
If you could say anything directly to your local transportation organization what would it be?
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Persona and User Story
I set out to create a challenging user demographic for my app - one with high emotional needs and a tough attitude towards onboarding.
By focusing on this difficult group, I aimed to improve the app's usability for all users through empathic design decisions.
My logic was that by catering to the most demanding users, the overall experience would be greatly enhanced for the latter.
I set out to create a challenging user demographic for my app - one with high emotional needs and a tough attitude towards onboarding.
By focusing on this difficult group, I aimed to improve the app's usability for all users through empathic design decisions.
My logic was that by catering to the most demanding users, the overall experience would be greatly enhanced for the latter.
User Story
Persona: Sarah J. (24) of Denver, CO.
Task: As a new user, Sarah wants to download/install the transportation app to see how much time she has before the next bus arrives.
Persona: Sarah J. (24) of Denver, CO.
Task: As a new user, Sarah wants to download/install the transportation app to see how much time she has before the next bus arrives.
- Sarah needs to open her App Store. (Medium)
- Sarah needs to search for the transportation app. (Medium)
- Sarah needs to download/install the app. (High)
- Sarah has to open the app. (High)
- Sarah has to read the “Welcome” home screen prompt. (Medium)
- Sarah has to swipe to the next page to read brief instructions/tips. (Medium)
- Sarah has to enable location services. (High/Low)
- IF NOT ENABLED: Sarah has to click the “Current Location” bar. (High)
- IF NOT ENABLED: Sarah has to type her current location (Address, State, City, Zip, etc.) (High)
- Sarah has to select “Buses Near Me” (High)
- Sarah has to find her bus stop on the map. (High)
- Sarah has to choose her bus top. (High)
- Sarah has to select her bus. (High)
- Sarah has to read how much time is left until the next bus. (High)
User Flow
The user flow incorporated the best features and practices from the apps in my analysis. This made sense as these elements were consistently recognized by both survey participants and interviewees.
Additionally, I recognized the importance of adding an interactive map feature to meet expectations, as 85.7% of survey participants reported using Google Maps in the past 90 days, while none mentioned using DC Metro (which lacked interactive features). I limited my site map to a basic interaction system, noting the importance of a tool that "simply works" in regards to my ideal persona.
The user flow incorporated the best features and practices from the apps in my analysis. This made sense as these elements were consistently recognized by both survey participants and interviewees.
Additionally, I recognized the importance of adding an interactive map feature to meet expectations, as 85.7% of survey participants reported using Google Maps in the past 90 days, while none mentioned using DC Metro (which lacked interactive features). I limited my site map to a basic interaction system, noting the importance of a tool that "simply works" in regards to my ideal persona.
Site Map
My site map was limited to a basic interaction system.
From there, I sketched a wireframe that included relevant elements and formed
a low-fidelity clickable prototype.
My site map was limited to a basic interaction system.
From there, I sketched a wireframe that included relevant elements and formed
a low-fidelity clickable prototype.
Low-Fidelity Clickable Wireframe
To gather direct feedback, I scheduled a remote usability test with one of my survey participants. During the 30-minute session, I had the participant share their screen and asked them to navigate specific tasks (finding the full schedule of Bus #1 and creating an account) while speaking aloud.
The findings highlighted issues with onboarding screens, unclear hierarchy leading to confusion when trying to view a full bus schedule, and general dislike of the typefaces (and sizing) used.
To gather direct feedback, I scheduled a remote usability test with one of my survey participants. During the 30-minute session, I had the participant share their screen and asked them to navigate specific tasks (finding the full schedule of Bus #1 and creating an account) while speaking aloud.
The findings highlighted issues with onboarding screens, unclear hierarchy leading to confusion when trying to view a full bus schedule, and general dislike of the typefaces (and sizing) used.
Mid-Fidelity Clickable Prototype
I moved on and iterated into a mid-fidelity clickable prototype while incorporating non-specific branding, typography, and color palette changes inspired by social media and feedback from my mentor.
I had started from scratch with this iteration as to further re-align with what I had set out to accomplish.
I moved on and iterated into a mid-fidelity clickable prototype while incorporating non-specific branding, typography, and color palette changes inspired by social media and feedback from my mentor.
I had started from scratch with this iteration as to further re-align with what I had set out to accomplish.
Branding
The name "SOONR." was chosen while I took time to refocus my efforts - a play on words with SEO potential and easy memorability (4 syllables or fewer). SOONR.'s typography and color palette aimed to convey "calm, refreshing, professional yet informal".
I drew inspiration through color psychology as well as the transportation agency's location.
The name "SOONR." was chosen while I took time to refocus my efforts - a play on words with SEO potential and easy memorability (4 syllables or fewer). SOONR.'s typography and color palette aimed to convey "calm, refreshing, professional yet informal".
I drew inspiration through color psychology as well as the transportation agency's location.
User Testing
The final usability test goal was to ensure the flow from entry, to task, and exit was friction-free and provided a favorable enough experience while aligning with client goals. The scenarios related to the usability test participants were designed to validate that the vision of SOONR. had come full-circle.The usability test results showed that 75% of participants were able to complete the task flows quickly, under 1 minute, and found the app easy to use, similar to other transportation apps. The "swipe-up/swipe-down" navigation was well received, and the iconography was clear and easy to understand.
Reflection
During this project, I discovered a genuine interest in the research process.
It was fascinating to see how people use a product differently, and the data collected proved this.
I was initially hesitant about building another transportation app, but I found opportunities for improvement even in well-established designs. Recruiting survey participants was challenging, but the responses helped uncover valuable information, showing that quality over quantity is important.
If I had more time, I would have aimed to gather more data via additional interviews and developed other personas.
Next-Up
A modernized approach to solving common frustrations surrounding self-checkout.Have an idea?
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Let's work together.
