Design Thinking Challenge: Urban Transport Case Study
We were asked to design a new ticketing solution for Silicon Valley startup UrbanGo’s transport app, a public transport and mapping system. Through my solution, I developed UrbanGo into an all-in-one convenient system.
UrbanGo is a straightforward and cleanly designed transport app for the Bay Area, but at the moment it only allows users to map their route and check timetables. However, there are many different companies that provide public transportation for the area, including MUNI Metro/Bus, BART, CalTrain, and Amtrak. Having to know in advance to purchase different tickets, and understand each fare system, can be frustrating and stressful. UrbanGo decided to add an in-app ticketing system that answered the needs of both their locals and tourists, and make the process of purchasing tickets transparent and hassle-free.
USER RESEARCH
To better understand UrbanGo’s target users and their needs, I interviewed 5 individuals between the ages of 20 and 43, who regularly use public transportation. They also use other mapping apps both in their day-to-day lives and while on travel. I asked questions designed to explore their commute style and approach to travel, what is important to them when using available transport modes, and pull out their wishes and frustrations.
Through the interviews I identified several common problems:
- Users don’t always know what forms of transport they can take when buying a ticket, or which tickets they need based on the route they see.
- Mapping/routing app might show forms of transport that are not possible with the tickets one can buy (in person) at the start point. User doesn’t know what forms of transport the ticket allows them to take. Sometimes the bus, train, and tram are run by different companies that don’t accept the same ticket.
- In a new city, user doesn’t know which forms of transport they can take from the airport into town, or how to buy the correct ticket for the correct amount based on the ticketing system the city has.
- At home, users want to be able to very quickly buy tickets without having to stand in a line, click through several screens on an app. They want to buy tickets in multiples if they don’t prefer a monthly/annual subscription.
- Not everyone has internet data all the time — is there wifi in the station to buy tickets with? What about the bus? Will they be able to see if the bus or train is late through the app?
- Wish list: Users would like to know where in the train they should sit to optimize their trip or which platform to take, which exit to take when getting out of the train to avoid getting lost, and more precisely how to find the correct bus stop when the transfer time is short. Users would like to be able to see options for other forms of transportation in the app so that they can also consider taking a taxi/rideshare, renting a scooter or moped, or combine two kinds of transport (bike+train for example) to optimize their trip.
DEFINITION and IDEATION
Problem statement: Based on the user research, the app should be convenient, transparent, and intuitive.
Adding a ticketing feature to UrbanGo adds a layer of convenience for riders with smartphones. They can purchase in the app and present the e-ticket to the machine or controllers without having to take out their wallet, or the fear of losing it somewhere.
- The app should be intuitive to use, but also have features that are helpful for the first-time user. Icons and organization should be clear but not so distracting such that someone in a hurry can get all the necessary info at a glance.
- Key details such as price based on the route, which platform to take, and which modes require a different ticket from another company should be easy to see, so that the user can feel confident selecting a route. A map showing how to make transfers should be sufficiently detailed and reliable.
- Payment should be simple and secure.
IDEATION
To explore possible solutions for UrbanGo, I researched the existing transport options available in Silicon Valley, as well as apps for local public transport in cities such as New York, Stockholm, Berlin, and Amsterdam. To expand my options I examined internationally functional apps such as CityMapper and Google Maps to see how they visually organized their solutions depending on the city.
PROTOTYPING
In creating my Prototype, I focused first on the user flow that made it possible for the user to purchase tickets for different transport modes within the app (MUNI Metro/Bus, BART, CalTrain, Amtrak), without needing to move between many screens. I then added features that made it easier for new users to quickly and confidently catch on to UrbanGo’s layout and use. Finally I added the possibility to add convenience, and see other options for transportation that didn’t make the interface too cumbersome (Taxi, Rideshare, Scooter).
- App visuals are intuitive; users can easily see which ticket they should purchase based on the route they choose, or how much credit they should load onto the e-travelcard and how (depending on the transport system). The ‘enter location’ requirement helps prevent incorrect ticket purchases. They can also choose from a variety of tickets based on their stay or commute preferences. Payment is simple and secure.
- Users can customize their experience based on whether they are short-term or long-term users. Helpful flags pop up upon first use. Users can customize their home screen based on whether they typically need to check the route first (Route Planner), or if they have a known route and just need to purchase tickets every time (Tickets).
- Making transfers is less stressful with a single tap showing a more detailed description of the travel plan — showing the platform the user should go to, and the exit they should take out of the station. A second tap allows the user to see the map and their precise walking path to the bus or tram they should take next.
- Users can select the option to have a glance at other exciting possibilities for travel within the city (Moped, Scooter, Taxi, Rideshare), so it’s a snap to see what’s available especially if they’re new to the city. Everything is integrated, so they don’t necessarily need to download additional apps.
LEARNS
Conducting interviews with individuals who used public transportation in several different cities was very interesting, as each city created different pain points. Trying to group the feedback and identifying the commonalities and set priorities was very challenging.
Preparing questions that helped the interviewee feel comfortable and also forthcoming about their experience and wishes, was very important.
Exploring different apps for different cities (on my own and with the interviewee) was eye-opening and fun! Seeing different solutions for the ‘same’ thing and watching how each user responded to the UI and navigated towards a goal (ex: “how would you find out the price of a ticket?”) was fascinating and revealed pain points that the testers didn’t realize they had.
Overall, having an online ticketing system that fits seamlessly to an existing paper/plastic system is a great solution that should be really intuitive to use, to help people who have smartphones transition while feeling secure in their choice. Additionally, reducing plastic and paper waste is good for our environment! I look forward to helping develop future iterations of UrbanGo and delighting future users.
