Finding Your Way
Offering New Modes of Transit Beyond Commuting
Offering New Modes of Transit Beyond Commuting
Background
Many non-commuters have trouble with the reliability of current transit options. This is related to unforeseen delays on subways and streets and route diversions causing stress to users of transit.
Absolute costs and speed are secondary needs to convenience and reliability, suggesting a strong use-case for alternate transportation means that are suited to this demographic.
Problem Statement
How might we bring more human connection, assistance and responsiveness in timing and route options for retirees, non-commuters, or casual riders?
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A Future Way Forward
Mobile App Concept
Mobile App Concept
As we move closer to having a range of new transit systems available -- public ride-share services, autonomous shuttles, 'last-mile' approaches -- address the demographic of non-commuters can be a premium service offering, emphasizing reliability and comfort while also alleviating some of the load on primary commuter services.
User Persona Definition
Goals:
Enjoys and wants to feel independent
Wants to stay connected to family and friends
Comfort of the journey is more important than duration
Frustrations:
Change in route and diversions cause stress about plans and timing
A lack of information about route changes adds to existing stress
Behaviours:
Will take transit off-peak hours to avoid feeling congested
Likes to use smartphone to stay connected
Doesn't mind longer journey if can plan for it
Avoids hassle of finding parking on night out
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User Research | Affinity Diagram
User Interviews were conducted with individuals who fulfill various aspects of the non-commuter demographics. These were based around a central research question:
"What are the barriers to using public transit in the GTA?"
Detailed notes and audio recording gathered extensive insights into users general pain points, motivations and behaviours, speaking to their reasons for taking transit, difficulties in the process, worries and concerns that arrive both before or en-route related to timing. This information contributed to the affinity diagram below.
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Affinity diagram generated from user interviews
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Route Selection
User Experience Map
User Experience Map
The user will select the optimal route of travel, which may include existing subway/train/bus travel, as well as new options of a ride-share shuttle service. The route selection will allow the user to determine estimate time for travel, additional riders, and 'comfort + accessible' options using the shuttle service, with a focus on reliable trip planning.
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Concepts of Connection
Style Tile | Logo Development
Style Tile | Logo Development
The logo development was built around a modern take on the original layered Toronto Transit Commission graphic. The forms of the lettering are the inverse of the 'plus' symbol, relating to the multiple routes and modes of transit the new system brings to travelers in a clean and contemporary visual identity.
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Experience Design
Prototype Development
Prototype Development
Based on user feedback as well as an heuristic analysis of competing apps key elements were developed, refined and added to a medium-fidelity prototype for further testing. This included:
QR-Code system for payment
Toggle options for assistance
Delay notifications
Combined options for subway & shuttle
Text clarifications
Pricing indications for route selections
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High fidelity screen mock-up
