This post is about exploring the task of developing a user-friendly feature for UrbanGo app. The goal is to add a feature that simplifies the ticket purchasing process, allowing users to buy tickets effortlessly in one convenient place. By using Design Thinking process.
About the app:
UrbanGo is an app that aims to address urban mobility challenges by providing fast and cost-effective public and private transport routes. The app allows users to input their starting and destination points, also it offers various multimodal routes with estimated time and costs in many cities all across the world, with majority of US and Europe covered.
UrbanGo’s goal is to solve the problems associated with urban mobility by providing its users with the quickest and most affordable public and private transport routes.
Note: Citymapper is the app used to analyze the functionality of UrbanGo. Both apps have identical functionality and features.
The first step of the process : Empathize
The problem: Many users encounter a common challenges when it comes to app which is having to purchase so many public transport tickets. these requirements can cause frustration and inconvenience for users.
Another issue for users is physical tickets such as paper or plastic cards, which can be easily misplaced or damaged. Additionally, physical tickets limit accessibility to specific points of sale, leading to longer queues and potential delays for users. Moreover, for users who are traveling abroad, the need to handle physical tickets in a different language or currency can pose additional difficulties. In a different country, users may encounter challenges related to currency conversion, as prices displayed on tickets might be in the local currency.
So Digital solutions can offer a more seamless experience in such scenarios, and it can provide a more user-friendly and efficient way to manage tickets.
The audience: Public transport users
The client’s competition: Google maps, Apple Maps.
Interview: To understand the issue more I interviewed individuals who used public transport.The list of questions:
- Have you used public transportation, and can you briefly describe your experience with using public transportation?
- When using public transportation, how do you usually purchase tickets?
- Describe your experience with purchasing and using public transportation tickets?
- Which features do you find most helpful when purchasing public transportation, and which features do you dislike?
- What payment methods do you prefer?
The second step of the process : Define
Based on analyzing the interview answers, I found that most of the individuals I interviewed don’t use public transportation a lot. This made it a little hard to understand the problems from a user’s perspective. However, the insights I have gathered so far are:
- Users prefer having multiple payment options to have more flexibility, but they mostly prefer to use online payment methods.
- Challenges arise for users when it comes to accessing up-to-date transportation times and data, and live tracking features on the map.
- Users express a preference for using a single app for purchasing multiple tickets and passes.
- Lastly, users have a strong preference for having e-tickets or QR codes for their tickets and passes stored within the app, along with the option to add them to Apple Wallet (for iOS users) to have all their passes in one place.
The third step of the process : Ideate
This step is dedicated to exploring potential solutions to enhance the ticket purchasing process and resolving user issues. The possible solutions I have gathered are:
- Implementing push notifications to alert users about any changes or delays in transportation schedules.
- Creating a seamless e-ticketing system within the app, allowing users to easily purchase, store, and display.
- Implementing a variety of payment options, including credit/debit cards, mobile wallets, and digital payment platforms.
- Developing a dynamic and real-time dashboard within the app displaying live transportation schedules and updates.
- Developing a feature allowing users to easily purchase and store e-tickets and QR codes within the app.
- Creating a seamless process for adding e-tickets to Apple Wallet for iOS users.
The fourth step of the : Prototype
For the final step, based on the insights and information I gathered, the main thing I will add to the app is a feature that will allow users to conveniently purchase, store, and display tickets within the app in one purchase, even when they select different transportation methods.
Additionally, the app will offer a variety of payment options and the ability to add e-tickets to Apple Wallet and show QR codes. Here is the prototype:
What I learned throughout this process:
The entire process was completely new to me, and it turned out to be more challenging than I had thought. However, writing and exploring the design thinking process has been an eye-opening and transformative experience. It has equipped me with valuable skills and mindsets that I will carry forward in the future . I am excited to continue applying these principles to create meaningful and user-centric designs.
