Eco-travel reimagined

Routerabbit

Using various UX research methods to encourage public transportation usage and make it a smoother process

Role

UX Researcher + UX/UI Designer

Collaborators

3 teammates, both UX researchers as well

Tools

Google docs, Interviews, Miro, Figma, User inspection guide

Tools

09/2023 - 12/2023

Background

In response to the global push for eco-friendly living, there's a growing awareness of the need to reduce carbon footprints. Yet, many commuters continue to rely on ride-share services and personal vehicles. This trend persists due to two primary factors: a lack of incentives and the perceived inconvenience of public transportation.

Recognizing this challenge, our aim was to develop a solution that not only promotes the use of public transportation but also streamlines the entire commuting experience.

In the duration of four months, the project progressed from initial research, to user interview focused UX research, the analysis of research findings, user flow development, and end to end design.

Solution Overview

Key user tasks:  

  1. View nearby public transportation on map

  2. View public transportation options

  3. Purchase tickets 

  4. Load money + new cards into wallets 

  5. Utilize search bar and view search history 

  6. Progress bar towards rewards

  7. Track carbon footprint 

  8. Claim rewards

Our process

Brainstorming + Ideation

The team collaborated to brainstorm how digital solutions could be implemented in bringing together cleaner cities. Drawing from personal experiences and frustrations with various transportation systems, everyone shared anecdotes and insights, reflecting a shared familiarity and passion for the issue at hand. Through this process, the group identified common problems faced by commuters and wanted to see if these were prevalent among others.

User Interviews & User Flow Analysis

To validate the identified problems, we conducted user interviews with stakeholders who regularly utilize public transportation (commuting 2-4 days a week). These interviews followed a semi-structured format, delving into participants' routines, habits, and preferences.

From the insights gained through 10 interviews, the team developed three user personas to represent our key users.

Key insights

  • Time vs. Cost Dilemma

    • Commuters prioritize time over cost when choosing transportation options.

    • While seeking to minimize expenses, they are willing to invest in faster modes of transport to optimize their daily schedules.

  • Frustration with Digital Tools:

    • Commuters express growing frustration with the slow adoption of digital tools within public transportation systems.

    • There is a demand for more efficient and user-friendly digital solutions to improve the commuting experience.

  • Navigation Challenges:

    • Many commuters have difficulties with the navigation processes within public transportation systems.

    • The lack of clear and intuitive navigation interfaces contributes to frustration and may drive commuters towards other transportation methods.

  • Incentives for Public Transport:

    • Interviewees highlight the absence of incentives as a barrier to choosing public transportation.

    • The perceived lack of benefits/rewards for using public transport discourages commuters, leading them to explore other transportation options.

Journey Maps + User Flow

LO-FI PROTOTYPE

Following the user flow, our team developed a low-fidelity prototype to capture key features and interactions of the app. To ensure the prototype's effectiveness and usability, we conducted peer reviews and gathered feedback from our stakeholders. The feedback focused on identifying areas for improvement and refining design elements.

FEEDBACK

With the feedback & first usability testings, we made changes on:

  • Travel Navigation Pages

    • Incorporated feedback from usability testing to improve the design and functionality of travel navigation pages.

    • Enhanced clarity and intuitiveness of navigation elements to ensure users can easily find and select their desired routes.

    • Streamlined the layout and organization of information to optimize the user experience and reduce cognitive load.

  • Rewards Page Reorganization:

    • Based on feedback, significantly reorganized the rewards page to achieve a more minimalist and efficient display.

    • Simplified layout and removed unnecessary clutter to prioritize essential information and actions for users.

    • Implemented a clean and intuitive design that enhances usability and quicker access to rewards and incentives.

Final design

Overall, the final design represents a culmination of user feedback and iterative refinement, resulting in a polished and user-centric prototype ready for further development.

Home Page

Wallet Page

rewards Page

Profile Page

Notable features

Digital Wallet

Commuters are frustrated with the lack of mobile transit cards & payment opportunities for public transits. 

Our design enables users to purchase & access transit tickets via mobile with ease. This greatly streamlines the process of transportation usage & aligns with modern mobile transaction trends.  

1

Rewards System

Commuters currently lack clear incentives to utilize the public transportation system.

Our design builds incentives with users to utilize public transportation, and to opt for eco-friendly transportations by offerings specific rewards towards future transportation use & other common goods.

2

Positive impacts

  1. Improved Commuter Experience: Addresses the lack of incentives and creates a streamlined navigation, enhancing the daily public transportation experience for commuters.

  2. Enhanced Public Transportation Ecosystem: The creation of a dedicated ecosystem for public transportation navigation encourages more efficient and user-friendly interaction with urban transit systems.

  3. Sustainable Commuting: RouteRabbit actively promotes sustainable commuting practices by encouraging individuals to opt for eco-friendly transportation methods.

  4. Loyalty and Incentive Programs: Through in-app ride purchases and a rewards system, RouteRabbit fosters a sense of loyalty among users, incentivizing regular use of public transportation services.

  5. Eco-Friendly Urban Transportation: The application supports a broader move towards sustainable urban development by facilitating eco-friendly commuting practices.

Ethical Considerations

  1. Privacy Concerns: The collection and utilization of user data for navigation and rewards could raise privacy issues.

  2. Digital Inequality: If not universally accessible, RouteRabbit could increase digital inequality, potentially alienating lower socioeconomic groups who may not have access to the necessary technology.

  3. Exclusion from Rewards Program: Factors such as disabilities or socioeconomic status may prevent some users from using the rewards program, highlighting the need for inclusive design principles.

  4. Unintended User Behaviors: The rewards system may unintentionally encourage behaviors that are counterproductive to the app’s eco-friendly objectives, such as taking longer, less efficient routes to accumulate rewards.