Ironhack’s Prework: Challenge 1 | Design thinking — prototyping a user-friendly public transport app
UrbanGo is a public transport and mapping startup based in Silicon Valley which offers ideal transport routes to its user’s by displaying the quickest and cheapest options in live time. I have been tasked with creating a new feature for the app which solves the pain of having to purchase different transport tickets by different channels, including while travelling in foreign countries. During the design process, I identified three main problems for users based in Mexico City — lack of cashless options, overcrowding and unclear signage — and then incorporated existing user-friendly technology solutions into UrbanGo.
- Empathise with the user — noting problems for public transport users
I ran a series of interviews between people aged 22 and 52, focusing on their obstacles to stress-free travel around Mexico City. The group mainly used public transport for commuting to work or study at peak times (8–9am & 6–7pm), with the older cohort tending to favor cycling, rideshare services and private taxis.
Some shared concerns include:
-Lack of cashless options on México City buses (due to low fare price)
-Overcrowding during peak times
-Interruptions or unannounced delays during peak times
-Unclear signage at bus stops
-Lack of late-night travel options
What the group likes about public transport in México City :
- Frequent services
-Consistent pricing for metro service
-Large network across most parts of the city
-Cheap
-Cashless options e.g. top up metro card
2. Ideate — solving problems in urban mobility
I took the findings from communicating about the pain points of public transport with users and set about endearing to imagine how UrbanGo could address them in an accessible, simpler manner in the app.
Some ideas I considered include:
- Public chat: including a platform for crowd-sourced data on delays, interruptions such as exists for drivers on the Waze app. It could identify closures not yet identified by Google or other mapping services as transport user’s can contribute photos of a metro line delay and save other users valuable time in commuting.
- Bikeshare rental: including information on which public bikes were available to rent near metro entrances/exits to save commuters time or reduce pressure on congested lines.
- Carpooling service: including a platform for drivers to offer rides to commuters for part of their transport journey, such as exists on the BlaBlaCar app.
- Accessibility information: including data on which metro stations have wheelchair-friendly lifts, ramps and staff for users requiring such services.
- Cashless top-up: direct debit subscription to a city transport card which reduces time handling cash and change, provides an overview of monthly transport spending for the user.
3. Prototyping — designing a technically viable solution for future app use
I chose to focus on incorporating a cashless payment into the app to save users time in purchasing tickets during peak hours, handling change, and in an attempt to make the system run more smoothly as users organise payment on the go. The design mimics an interface similar to rideshare apps which is already understandable to the average transport user and provides several route options, but not too many as to overwhelm the user.
The principal takeaway from this exercise for me I would follow up this process by consulting other designers’ and incorporating their feedback, as well as testing and implementing the prototypes.
