UX research about Carris

Nuno Moura
Feb 28, 2020 · 6 min read
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This project had the duration of three months and began to be developed for a fictitious transport company whose aim was to improve transportation in Lisbon. Later, the company to be chosen was Carris, the largest Portuguese public transport company.

Their mission

Their ultimate vision

Mobility

Cluster map with mobility as topic
Cluster map with mobility as topic
Cluster map — mobility topic

From the cluster map, we collected a list of opportunities and challenges that we could face.

Opportunities:

  • Quality increase;
  • Costs decrease;
  • New revenue opportunities;
  • Better customer experience and reinforced loyalty;
  • New business model: MaaS.

Challenges:

  • Impact on Human Resources;
  • Exponential data growth;
  • New channel to manage customer relationships;
  • New competitors;
  • Self-driving cars;
  • Cyber security and privacy.

Sparks

In an increasing connected and digital world, what is public transportation doing to match higher and higher customers expectations in this field?

We wanted our solution to be shared, self driven, connected and electric. After defining these four parameters, we realized that Carris (Lisbon’s largest city bus company) fit perfectly.

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Research objective

Interviews

During the interviews, we asked “What are the firsts words when you think about public transportation?” and we got the following keywords.

Trash, ugly station, stinks, no place to sit, f*ck, run away, traffic, messy, slip on the bus

To help us better understand certain aspects of the routines of the interviewees, we developed two tools that were exposed during the interviews. “A day in the life” was a table with a timeline in which the user filled in according to certain situations — how he felt, with whom he was, where he was, etc. The “preferences radar” was a scale of preferences of various services in two extreme situations — a day of enormous heat and no traffic, a day of rain with immense traffic.

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On the left: a day in the life / on the right: preferences radar
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User profiles

Emilee — 27 years

Patrik — 24 year

Annabel — 23 years

Cloe — 29 years

Rich profiles according to the interviews.
Rich profiles according to the interviews.
Rich profiles according to the interviews.

In addition to the interviews, we conducted guerrilla and observation — two faster and more comprehensive processes in terms of genres, age groups and type of users.

Guerilla results with location.
Guerilla results with location.
Guerilla results with location.

Taking into account all the data collected up to this point, we started by arranging the information in groups to obtain several insights. After this process, we ended up with the following six insights:

#1 insight

“More technological evolution that enhance the experience”

“Information services don´t work”

#2 insight

“Autonomous vehicles would always need a human figure”

“More safety with autonomous cars”

#3 insight

“Carris has to synchronize technological innovation with other partners, which causes obstacles”

#4 insight

“Lack of trust in information systems”

“Improve communication in case of disturbance”

#5 insight

“Unpleasant travel experience”

“Long and packed trips without any space to do other things”

#6 insight

“Lack of conditions for passengers”

“New pass brought more users”

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Process board — from bottom to top: findings, themes, insights and HMWs

In the next phase, we grouped the insights and then created three HMW’s. After this phase was finished, we did a brainstorming session with another group. This session started with a quick introduction to our theme and the HMWs we had reached. In five-minute sessions, we sketched out all the ideas that came up on each HMW. After the three sessions, a vote has been taken for the most excellent ideas that would eventually support the solution.

#1 how might we

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Route conditioned by passengers. / Exercise at the transport stop — Wii sports. / Detachable buses.

#2 how might we

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Community that gives information about routes status. / Ratting the route. / App to get off the bus.

#3 how might we

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Games to play against other passengers. / One game per seat. / Show the top results of the games.

Follow-up

Follow-up: carris expert validation, engineering validation, UX reasearch focused on technology adoption, user testing on int
Follow-up: carris expert validation, engineering validation, UX reasearch focused on technology adoption, user testing on int

Our reflection on this project

  • Most difficult things: Coordinating everyone’s schedules; guerrilla research; HMW creation process; understanding the expectations about the project outcome;
  • Solutions for pain points: Discussing problems, testing ideas and never giving up.
  • Advice for the next project: Be less anxious about the final result and trust more on the process, now that we know it works.

Project carried out under the User Experience Design subject at Digital Experience Design Post-graduation course.

Bárbara Marcelino, Nuno Moura, Paulo Dias, Samuel Fialho

Giant Steps

User design research on mobility

Nuno Moura

Written by

I’m a Digital Designer focused on UX/UI design, visual design and prototyping with great foundations in Frontend Development.

Giant Steps

User design research on mobility

Nuno Moura

Written by

I’m a Digital Designer focused on UX/UI design, visual design and prototyping with great foundations in Frontend Development.

Giant Steps

User design research on mobility

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