UI/ux design
My Role/ Responsibilities
UX research, UI design, Brand identity
Overview
A friend rides along with you just in your pocket
Transit King was thoughtfully crafted with the daily Toronto commuter in mind – specifically, those individuals who rely on public transportation to seamlessly navigate their day-to-day journeys. Our goal is to introduce an innovative and cost-effective travel solution, catering to passengers seeking efficiency and affordability as they move from point A to point B within the city.
Problems
Millennial travelers in the GTA are increasingly dissatisfied with the existing tools designed to help them track bus and subway schedules. Many feel these tools fall short by lacking features that notify them when to disembark and support the use of e-tickets while on the move. Although there are several apps available that address the real-time tracking of bus and subway schedules, none effectively integrate with the bus card management system. This leaves users reliant on setting their own smartphone timers to alert them when their physical cards are about to expire, which has proven to be inconvenient and outdated.
Discover
Adding Loading fund, using Etickets and giving notification for travellers to get off.
Initial research focused on better understanding users’ needs related to how to help people who want to travel to their destination without consuming too much time and using it more efficiently.
Question to ask?
What app exists to track buses/subways in real-time?
How do users interact with existing product
What are users’ current pain points with existing products?
Which features are essential to help users travel by public transport without going to the station in person?
Survey
A survey was conducted on 10 participants to identify which products and features people are currently using and determine which features are essential to track real-time buses.
15/16
Several participants use digital products to track whenever the bus comes before they leave their house.
60% of participants who use digital products want to reload their fund by using PRESTO apps without going to the station
96 % of participants use transit apps to travel because they mostly work in the downtown Toronto area.
8/10 number of participants rated tracking real-time bus as the most featured they use.
8/10 participants missed their stops due to no one waking them up to get off.
10/10 participants would love to include the feature that tells them when to get off the bus stop when reach their destination.
User interview
A series of in-depth interviews were then conducted with 5 participants to further identify pain points, frustration, needs, and desires with existing products to determine how Cookist could improve this experience.
“I just want to take a short nap when riding in the bus and I always miss my stops on my way to work,” Kith, Toronto, ON, 24 years old
“Keeping the physical card on my wallet is very inconvenient, so many steps need to be taken when travelling and sometimes I lose my card because I’m not an organized person.” Chris, Toronto, ON 35yrs old
“All of the other transit apps that I ve been using don’t have features that let me know which subway is delayed or not in service, I’m always late for work or even go home at noon”. Lena, Toronto, ON 23 yrs old
Key takeaways
All participants found that the Transit app is a place where they can calculate the time and track if the bus is coming or not.
Users value the ability of the app will give notifications that they have to leave soon.
Major products in the market lack desirable features and feel anxious.
There is no option to add a bus card inside the app to help users manage the fund and monthly pass.
Competitive Analysis
User Personas
A detailed and comprehensive persona was meticulously crafted using the valuable and insightful data collected. This persona serves as a guiding force, steering decision-making processes and ensuring that the product remains steadfast in its dedication to addressing the specific pain points, frustrations, and aspirations of its users.
User Journey
I also created a user journey to better illustrate the difficulty that many people face when experiencing frustration due to the lack of a feature that allows them to load and use their cards conveniently within a single app. This user journey helped to shed light on the challenges and obstacles that users encounter during the process, highlighting the crucial need for an all-in-one card management solution.
interview Synthesis
Certainly! Here's a lengthened version of the text:
The synthesis of interview insights highlighted a clear opportunity to develop a product that prioritizes personalization while incorporating convenient features. This analysis has unveiled the potential to create a unique offering that seamlessly integrates personalized experiences with practical functionality, presenting a compelling opportunity to fulfill unmet consumer needs in a single product.
User flow & Site maps
The main user experience involves easily tracking live public transportation. This allows commuters to conveniently check when buses and trains are arriving and departing. Users can also easily add money to their Presto card to manage their travel expenses.
Solution
By conducting thorough research, our team has successfully developed an innovative mobile application aimed at simplifying public transportation usage and minimizing travel-related errors.
