Ironhack Challenge 1: Design thinking and low- fidelity prototype
Starting with client Citymapper “The ultimate transport app and technology for mobility in cities”, the challenge is about completing the mobility process by adding a seamless payment for transport tickets. Design thinking 4 steps (1) empathize, (2) define, (3) ideate and (4) prototype will be used to complete the task.
About the client: Citymapper is a mobile app focused on helping users travel in cities from A to B as seamless as possible. The technology is based on thousands of transport data feed integrations and routing algorithms. Most of Europe and American cities are covered, as well as all private modes complementing public transport.
(1) Empathize
These elements are based on interviews led with 5 people who has used public transport (locally and abroad). Requirements: 30–45 minutes per interview and use a questions guideline.
After getting the quickest and cheapest route, users hit the end of Citymapper services and need to (a) identify the right channel to purchase their tickets, (b) figure out which ticket they need for this specific route and © buy the ticket.
Either locals or travelers, users get frustrated experiencing this process cut as they need to start another journey with another provider.
This second process is particularly annoying for users as it covers many pain points: multiples channels/vendors, queues, complex pricing, language barrier, tickets material (paper, paid card…), fine risk…
(2) Define
Adding payment and ticketing service to Citymapper would complete the mobility experience with a user-friendly end.
To avoid a break during the process and user confusion, all solutions need to remain on-app.
(3) Ideate
The challenge excludes (a) log in and data entry for paying/checking-out considering users already have all their information on the app, (b) security issues and other limitations.
Payment services:
Third-party payment methods (credit card, apple pay, PayPal…) will help reduce checkout abandonment. They need to be adapted to each territory uses.
An app wallet would be valuable to reduce the volume and duration of transactions, the user would top-up an amount of his choice at the desired frequency.
In any case, a full payment process must be provided with an immediate confirmation and a summary email/message (proof of payment) to reassure the user.
Ticketing service:
Providing a QR code seems to be the most relevant solution as we’re looking for a full digital experience. This item must be available directly on the app but also be provided by other means in case of app disruption (email, message, apple wallet…).
The QR code would be scanned directly on public transport access systems with contactless technology.
The final advantage: users always have their phone in their pocket, they now can complete the full process (travelling from A to B) with only one device, everywhere at any time.
(4) Prototype
FEEDBACK
I’ve hit many hassles during this process: getting out of context during interviews, mixing design thinking steps content in this an article, eraser abuse and scanner murder during the prototyping…
At the end, this journey was a good reminder of the utility of following a methodology and practicing with concrete study case.
