Creating an app and branding for a practical metropolitan transit service from conception to completion
MTX
DATE:
February 13, 2020
CLIENT:
Thinkful's Academy Curriculum
INFO:
Cajel.design
MTX (MidTransExpress) Case Study
1.Overview of the project:
Summary:
MTX (midtrans express ) is a practical midsize metropolitan public bus service operating in the Midwestern area.
Roles and responsibilities:
I was tasked to create an app and branding for a practical midsize public bus company. I started my research by completing a competitive analysis to gain a broader understanding of the bus service industry. Next, I conducted user surveys and user interviews to empathize with users to gather data on their pain points and good experiences with using public transportation. From the data collected I was able to create an empathy map, journey map, personas, sketches, user flow, wireframe, branding, and prototype.
Problem:
Riders are currently complaining about the bus stop at Washington and State, which is served by seven bus lines. Due to expansion, numerous bus routes have been recently added. Many of those routes stop at the same bus stop. Riders want to know when the next bus will arrive at each stop. They also want to know how much time they have to get to the bus stop.
Users and Audience:
Men & Women Aged: 18 - 40
College Students - Full & Part Time
Blue & White Collar Young Professionals
Nightlife Socialists / Partiers
Leisure Riders
Solution:
I created an app that would complete the following:
Ensure that any rider can tell when each of the seven bus routes arrive at the
Washington and State bus stop.
Ensure that all riders can tell how much time they have to get to the
Wassington & State bus stop before the bus they need arrives at that stop.
Allow raiders to select one of seven bus lines to see a list of its future
Arrival times at the Washington & State bus stop.
2. Process:
Competitive analysis:
Our first mission was to complete a competitive analysis. A competitive analysis compares competitors' products to figure out what's working and what's not, and adopt the features users have expressed interest in, and disregard those features users expressed no use for. We use what’s called a swot analysis where we analyze a competitor's strengths and weaknesses, and internally we analyze our opportunities created from their weaknesses, and threats faced from our competitors strengths. For this example we used citymapper. A well known app with over 10 million downloads, very well established. However our users expressed much concern with their timing accuracy and dysfunctional features. so we added real time updates via the bus tracking system, clearer visual design, and features like being able to know exactly when to leave your starting point to board your particular bus.
User Surveys:
I moved to the next step in this process by conducting user surveys to empathize with our users. Here are the survey results with charts. Our research told us that 60% of the participants use public transportation daily. 42% for work and 34% for school. With 74% being between the ages of 18 - 40. The data we compiled from user surveys gave us information and insight into various aspects of how to go about creating this app. 28.7% reported terrible for real time traffic and arrival updates. 38.6% reported missing buses due to inaccurate arrival times. Users also expressed poor visual design in competitors app mostly from poor accessibility issues. So we only used colors, fonts, and shapes that's already familiar to our users that also yield good accessibility for users with poor vision and large thumbs.
User interviews:
Users stated, they want a simple app, they're just trying to get from point a to point b. in trying to get from point a to point b for school or work timing is of the most importance. Our users have busy, compelling, and demanding days so accurate timing is everything in order for them to stay on schedule and to keep their balls rolling forward. Also, 41% were not completely satisfied with the apps they were using. so we made our app as simple and intuitive as possible
User personas:
From the data we collected using the competitive analysis, user surveys and user interviews we were able to create personas. a fictional character that represents our target audience's identity, and gives us insight into what they want and what we can do to deliver it to them.
Regina Harris
“Arriving to work on time is a high priority, I have children and a life to maintain.”
32
Nurse
Lives in Chicago, IL
Social media zealot
Motivations
Children
Career expansion
Inspirational readings
Goals
To be on time for work
To know precisely when bus is coming
To use a travel app with accuracy
Frustrations
Late buses
Early buses
Bus schedule not in accordance with transit app
Paul Harrison
“I’m always searching for ideas and solutions to create a better lifestyle.”
25
Fulltime student / Criminal Law Works parttime / Paralegal
Lives in Skokie, IL
Center of attention • Nightlife socialist
Motivations
Career
Love of politics
Inspirational readings
Goals
To be on time for work & school
To know precisely when bus is coming
To use a travel app with accuracy • To be in the know and on top at all times
Frustrations
Late buses
Bus schedule not in accordance with transit app
Not being able to make meetings on time
Empathy map:
Journey map:
Information Architecture:
User flow chart
After creating personas, a journey map and empathy map and we started creating diagrams, our first is a user flow chart. This is a sketch.
Upon studying it there were a few steps that could be omitted so we iterated it omitting unnecessary steps to keep it as simple as possible for our user.
and this is our iteration.
Branding:
Moodboard:
After identifying our users and walking with them getting a broader understanding we created a mood board that predicts the vibe and feeling we want our app to have upon our users. We created this moodboard for its simplicity, it flows smoothly from one element to the next and it has a sense of fun to it.
Branding:
Style Tile:
We wanted our style to be consistent with its fonts, colors and other elements that communicate the essence of it. In creating our logo we wanted it to speak exactly what we’re delivering to our users. We used the head of a redtail hawk over the ‘T’ in the logo for it is known for its speed and perfect timing for in its inhabitat it has a 99% success rate of accomplishing its goals, exemplifying timing and accuracy. We set the logo in a badge to give it a sense of authority, and we used basic colors for easy acknowledgement.
3. Prototype:
Simple and easy to follow without the hassles of extra noise that was seen in other similar apps I compared.
https://www.figma.com/proto/EuhQuyxFUFxxtKUEc9z4fx/MTX-HIFI-Prototype?node-id=603%3A197&scaling=min-zoom
Usability testing:
These are the results of my testing as stated from the participants:
1. Simple and intuitive
2. Resembles home
3. Agreeable to the eye ( aesthetically pleasing )
In testing the apps landing page I asked the participants, “ what’s the first three words that comes to mind when seeing the landing page. “ Participants stated “it gives them a sense of home”, “ shows dedication to serve the people of Chicago” and “ is pleasing to the eye.”
I asked participants to schedule trips and they all stated the tasks were easy for they could quickly understand the flow and directions of the information on screen.
4. Final thoughts:
Our finished product worked as planned. Simple and intuitive without any extra noise. The next steps should be to continue iterating the process of delivering a perfect timed arrival and departure experience for our users.
I would also research a feature that would allow users to chat either with a live person or an automated system to help those with severe accessibility issues. In this process I learned that timing and efficiency are the most critical elements when designing for public transportation agencies.
For more case studies follow the links below.
www.cajel.design/project/1love
If you’d like my services you can contact me:
Email: craigjackson@cajel.design
Phone: 909-771-3191
