Every bus ride is a new adventure!


The Challenge! 
Due to expansion, numerous bus routes have been recently added and many of those routes stop at the same bus stop. Riders want to know what the next arriving bus is and how much time they have to get to the bus stop. Simply rushing to the stop when you see a bus coming no longer works because it might not be the bus the rider is expecting. Riders are currently complaining the most about the State bus stop, which has seven bus lines serving the stop.


LaneLink is an iOS mobile app that uses real-time data to display incoming
buses and arrival times all at one place.

User Research

Identifying the problem

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.

Have taken a bus
for transportation
Have bus routes
available in their area
Take a bus up to three
times per week
Take a bus up to three
times per week

User Concerns

From the survey results, I extracted the key findings, focusing on the users’ concerns and frustrations.

“I do not know any bus
ride application”
“the app does not do
what I need it to”
“I cannot figure out
how to use it”
“No real-time information
to reflect early or late buses”

Competitive Analysis

Does LaneLink stand out? 

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.

How to compete in the market?

Based on the competitive analysis, my recommendation for the new competitor is to provide user-friendly navigation flow, incorporate real-time information and expand coverage at suburban areas.


Meet Jen! 

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.

She is 29, Married and lives in Cleveland, OH.
she is a PhD student and studies geography and plans to defend her thesis by end of this summer. she lives nearby the campus, but she still needs to commute to school by bus. she uses an app to track the city bus schedule.

User Journey map

How does Jen feel?
In order to understand what the Persona might be going through, I created a journey map. I specifically wanted to be able to articulate, organize and visualize the scenarios that the user might encounter while interacting with the product, within a defined timeline. through this exercise, I was able to highlight various touch points that the user encounters and identify the emotions and feelings.

Information Architecture

Focusing on the MVP

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.”

User Flow

Users emphasized on being able to track real-time information and bus transfer stations, therefore, I focused on implementing appropriate features to serve this purpose.

Paper Prototype

For the next step, I created paper prototypes based on the three high priority user stories.


How it works!

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.

User Testing

The design’s usability

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.


Bringing it all to life!

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.

Color Palette


High-fidelity Mock up

On-Boarding / Dashboard
Go to top