Introduction

Toronto and the GTA are infamously known for unreliable transit service especially for bus and subway commutes. The problem I aimed to solve is increasing the efficiency and reliability of public transit based on user-driven data. Not only am I trying to make a simplified all-in-one app that acts as a trip planner but a powerful tool to give the users a voice. With more users the app is designed to provide more accurate data for transit companies to evaluate and take action to avoid hour long waits.

Objective & Project Goals

Rush Hour is designed to be more fluid than just an ordinary map or commute schedule planner, my app aims to bring a seamless experience from planning to boarding. The app provides dynamic live route data that provides schedules, wait times and routes all at the touch of a finger. When the user is ready to pay the app is also a Presto e-wallet ready to tap and go. Most importantly when waiting at a stop there is an “IM HERE” button used to notify the volume of people waiting at stops and routes that need attention. This aims to provide consistent service to routes that people actually use and need on a daily basis.

Plan - Pay - Commute - Track

How will user data be utilized effectively? Since the app is an all-in-one hub designed for planning to boarding, once a user taps their presto to board the app will track the routes of each user where they tap off for transfers and destinations. This feature allows for more accurate data on specific vehicle numbers, routes, capacity and frequency of use. Wherever you go the app will learn how to make your life easier in the long run. Your digital voice is what will help make a difference.

Make it Stand Out

The challenge of designing a transit app came with the extensive library of options amongst competition. More notable apps including Google Maps, Transit and Waze proved to be high barriers of entry when formulating a differentiating factor for my app. Through the interview and research process it became clear how I could approach this challenge.

User Interviews

The research and interview process is where I found my footing and inspiration for the app function design; I enjoyed this process the most. Understanding the users interests and frustrations opened up possibilities I could not initially see. Even with time and external restraints, I spent the most time in the strategy and planning process to build on the insight I collected. The interview process took roughly one week with a total of 10 participants of all ages and personal backgrounds. Individual interviews took 15-20 minutes each in a conversation style to really get to know each participant. Both the questionnaire and the interview synthesis will be provided below.

Competitive Analysis

To better understand what users look for in a comfortable app experience I conducted a competitive analysis of my own with some help from my Brainstation colleagues. Through in-class exercises and at home research we picked out a few of the most popular transit planning apps on the market.  The popular apps tested included Google Maps, Waze and Transit.

• Transit: is one of the more popular apps amongst younger everyday users in their twenties with its attractive live data function as its main differentiating factor. However upon further use and investigation I quickly began to notice that icon conventions and design clutter made the overall experience hard to grasp and confusing to navigate at times. Although the app tries to condense as much information as possible it can prove to be overwhelming. Along with the app trying to use different icons for very familiar tasks it detracts from user familiarity and expectations.

• Waze: is one of the most popular newer generation apps for users with cars, road trip navigation and planning. The user feedback function of the app; allowing users to notify and optimize travel routes for others, was the biggest inspiration for the design mechanics of my app. Waze was praised for incorporating different features in a seamless easy-to-use experience.  

• Google Maps: with Google being the biggest competitor and most used app by all types of users, I sat down to analyze what functions and mechanics it did right. With a simple design palette, Google Maps is one of the best all-in-one tools for any sort of travel planning. With more and more apps providing an all-in-one experience Google lacks a core differentiating factor that can benefit users individually. However, mechanically I was able to learn a lot by using the app even as a personal user.

Findings

All participants had various needs, wants and frustrations but all agreed on one common factor, wanting reliable service worth paying for. It was evident that other apps all included the same key features which made choosing one all the more confusing. Most participants were accustomed to terrible service and switching between many apps just to find out where they needed to go. My goal was to fix all that plus providing them value that they did not expect. By pinpointing one common pain point and integrating services that popular apps have not included ensured that my app would bring the most satisfaction to new users simply by filling in the blanks.

Prototyping

“Empowering users to enable and create reliable high coverage services worth paying for.” 

With my proposed solution at hand it was time to design an app comfortable to use. With a user centric approach in mind I iterated and tested my app in all 3 stages of its life. The initial  low fidelity mockups in Pop, to the secondary higher fidelity designs in Figma, and finally to the polished prototype ready state in Figma. Keeping both personas in mind I was able to start with simple user flows to branch my ideas outward.

The sketches and mockups below outline a simple user flow that emphasizes a comfortable and functional user centric design. The key aspects I wanted to capture was familiarity and functionality through simple yet effective design. The user flow describes the process of opening the app all the way to boarding transit in a seamless experience. The user never has to exit the app for any reason to find what they are looking for.

After researching competitor app designs, creating initial sketches and low fidelity prototyping I was ready to hand off my designs to users for feedback. At every stage of the process from sketches, low fidelity and final prototypes I always consulted users for their feedback. As a result I was able to make key small changes to enhance usability and functionality in my designs. 

Testing was conducted amongst the same participants that accepted to do user interviews. Five users helped me through each iteration of the design process to refine and update ideas in a one on one style feedback interview. Feedback included,

• Brightness adjustments to colour palette 

• Noticeable indicators for screen scroll and user actions

• Size of icons, pictures and overall design elements 

• Naming conventions and wording of phrases 

• Ensuring map,stops and symbols on the map are visible at all times

• Button placement

Below are some of the many changes made after implementing user feedback.

You don’t always have the answers. I learned the value of user interviews and testing to really understand the importance of letting the user be your guiding voice. Functionality and design is not about assuming that I have the answers or any right way of doing something. The lesson was really diving into just learning about people, their understandings and frustrations.  I thoroughly enjoyed delving into the research of discovering and connecting users to their digital experiences.

The importance of functionality. I learned the value and importance of the fine details that can turn a seemingly easy task into something tedious and frustrating. The power of user functionality and navigation is more rich than just making something look pretty. Although aesthetics are important and can aid the comfort and motivation of the user, the process of figuring out how to make users think less and experience more is the value I seek.

The lesson I valued most from this project and what I can walk away with is not letting my creative anxiety be my downfall. At the beginning of the project I struggled to come up with ideas, designs and templates to bring the most satisfaction to users while battling all the ideas in my head. By the end I realized it was about learning and building off the ideas of others and letting the user take control. I found the biggest motivation through the research and learning and hope to continue to apply these lessons in the future.

Thank you for your time!