LaneLink is an iOS mobile app that uses real-time data to display incoming
buses and arrival times all at one place.
To evaluate the new bus app concept, I conducted a user survey to better understand the needs of the users and I specifically looked at whether they currently use a bus app, what issues or concerns they have, and in what situations they would be using an app to plan a hassle free bus ride. 25 people participated in this survey.
From the survey results, I extracted the key findings, focusing on the users’ concerns and frustrations.
In order to understand the market and how LaneLink stands out strategically, I performed competitive analysis. The list of potential competitors included Moovit, Citymapper, Transit, DC Metro, Google Maps and Transit Stop, and I picked Moovit and Transit to take a closer look at.
Using the data I collected through user survey and interview, I created a persona profile to identify the users I am designing for, and to be able to make the design task much easier, I highlighted the user’s needs, experiences, behaviors and goals. This task helped me stay focused on user needs, frustrations and goals, and I continuously referred back to the Persona throughout the design process to support the design decisions and priorities.
Once I stablished the user needs and requirements through Persona and user journey map, I started constructing the app’s sitemap which is fundamental to create the foundation of the app. I was able to do so through user stories and figure out high priority tasks to lay down the basics of the MVP.
“I want to be able to track the bus transfer stations so that I can plan my itinerary.”
“I want to be able to see the bus schedule so that I can track my appropriate bus.”
“I want to be able to see if the bus is early or late so that I can plan my time accordingly.”
For the next step, I created paper prototypes based on the three high priority user stories.
In order to understand how the app actually works, I started creating digital wireframes to develop the content and functionality of the app further. It was important to do this at an early stage in order to avoid rework at a later phase.
In order to check the app’s usability, I conducted a test on paper prototypes to understand if the app functions as intended. I asked 2 users to use the app and express their thoughts and feelings out load. below, are some of the key findings from the test:
- Initial positive reaction
- Confused on the last page of “Directions” and not knowing how to proceed
- Confused about what exactly “Stations” and “Bus routes” tab do
From the above findings, I implemented the changes to make the app more usable and proceeded to create high-fidelity prototype.
For this task, I created a mood board to see the inspiration and ideas at one place. From there, I enjoyed the idea of incorporating playful graphics to create a more interesting interface and using more bright colors to grab the attention of the users.
