Bus+ making every journey feel like a breezy adventure
This project was a result of participating in a product design challenge hosted by AAPD. Bus+ is an app that was already on the market. Our team, through close collaboration over seven weeks, undertook a comprehensive redesign of Bus+. The challenge focused not only on the refinement of the UI but also required clear business strategy support and interviews with end-users to ensure the product assumptions were competitive in the market.
Roles and Contributions
UI/UX Designer
Conducted precise user testing to identify key product pain points.
Made specific improvement suggestions that significantly enhanced user experience.
Marketing
Ensured consistency in brand tone throughout presentations.
Created engaging, clear, and well-structured presentation headlines.
Design Double Diamond
Discovery and Definition:
Define the problem: Analyze the challenges in the competition.
User research: Conduct market analysis, identify user groups.
Synthesize insights: Analyze pain points from user interviews.
Development and Delivery:
Ideation: Generate solutions for the transfer experience.
Prototyping: Develop new features for the bus app.
Testing: Evaluate with users and adjust based on feedback.
Clarifying Objectives
"How to enhance the public transit transfer experience, making it accessible to a broader audience?"
We first needed to understand "who" experiences transit transfers. What are their lifestyles? In what situations do they use the bus app? What pain points are still unsatisfied?
Research Analysis
With the government promoting T-PASS, more people are opting for low-carbon public transportation, increasing the demand for public transit data.
According to the Ministry of Transportation, these users are primarily in Taipei and New Taipei areas.
The primary user groups are license-free students and employees aiming to avoid rush hour traffic.
We discovered that users flexibly utilize various apps to find the most efficient commuting options.
Currently, most users rely on Google Maps and other bus information apps for transfer solutions. They typically use Google Maps for route planning and navigation, but turn to other apps for more accurate information when uncertainties arise. Impressed by Bus+'s smooth and readable interface, we decided to continue Bus+'s aesthetic advantages while optimizing the transfer experience.
Optimizing the transfer experience, continuing the aesthetic advantage, and solidifying the current customer base.
Attracting younger users through new technological features, increasing daily active users.
Integrating multifunctionality, such as diverse payment options and AI route planning, to attract more young users.
We identified four critical insights, covering users' experiences from planning routes to boarding and alighting:
During the route planning phase, often faced challenges with uncontrollable factors and time management.
When heading to the stop, difficulty in locating the correct boarding position for unfamiliar routes.
While waiting for the bus, discrepancies between the marquee and mobile app information.
During the bus ride, getting too absorbed in mobile social features, forgetting the time to alight.
🤨
"Looking back and forth, still unsure which transportation option to choose"
"Uncertain whether the bus will pass by when I walk to the stop"
🥲
"Too many bus stops nearby, not sure if I'm waiting at the right place"
"What should be a 3-minute walk turned into a 10-minute detour due to getting lost"
😫
"Constantly shows 'arriving soon,' but I've been waiting for five minutes and it hasn't arrived"
"The departure time stuck at 10 minutes, unsure when the bus will arrive"
😱
"Was replying to a colleague and didn't notice the bus had arrived, had to wait for the next one"
"Got too engrossed in a mobile game and forgot to press the stop button"
Converging Definitions
😄
In fixed-route scenarios, how can we help users reduce the anxiety caused by unclear information and improve their sense of information control?
😚
In non-fixed-route scenarios, how can we help users quickly make decisions and find the most suitable route when choosing public transportation?
Solution Ideation
The four solutions proposed were:
Real-time Vehicle Location
Provide timely and accurate bus information for users to precisely monitor updates.Data Filtering Mechanism
Quickly find suitable options with an effective filtering system when searching for routes and buses.User-driven Route Updates
Allow users to actively update route information, enhancing control over their journeys.Alternative Route Options
Offer alternative routes when bus schedules are not as expected to quickly resolve issues.
Design Assumptions
In the bus dynamic page, plan a feature for setting up pick-up and drop-off points to enhance users' grasp of the information by marking the stations.
Once set up, enable the arrival reminder function to notify users when the bus is about to reach their station.
If users miss the bus, they can quickly find alternative routes using the "Find Alternative Routes" button.
Once set up, enable the arrival reminder function to notify users when the bus is about to reach their station.
If users miss the bus, they can quickly find alternative routes using the "Find Alternative Routes" button.
Testing
Design Delivery
Mood Board
Original Product: Emphasizes elegance and a sense of technological immersion
Competition Expectations: Retain young customers while exploring new demographics
Competitors: Functionality-focused with relatively simple interfaces
Our initial vision for BUS+ is high-quality, elegant, and slightly mysterious.
Design System
Barrier-free use: Compliant with WCG AAA principles, providing an accessible environment
Easy expansion: Comprehensive and smooth color and typography design
Ensure consistency: Maintain a unified appearance across different pages and functions
Define design styles and specifications to reduce future development costs
Mockup
Friendly Experience: Rounded corners and vibrant colors, easy-to-learn and easy-to-use visuals
Decision Priority: Rational design, fast and reliable visuals
Elegant Travel: Minimal decoration, low-saturation colors, immersive modern visuals
We ultimately adopted relatively rounded component shapes from the friendly experience, breathable layout design from the decision priority, and immersive, high-quality color schemes from elegant travel.
Compatibility
iOS: Following Human Interface Guidelines, real-time information is presented as "Live Activities" on the lock screen.
Android: Real-time information is displayed as notifications, designed according to Material Design guidelines.
We ensure the advantage of "real-time information" across different platforms.
Final Outcome 🥉
After two months of intensive discussions and design, we successfully completed the project and were awarded the bronze prize in the final competition
In addition to recognition from the judges, Freddy, the curator of BUS+, also gave positive feedback on our optimizations.
Reflection and Learning
A Journey from Self-Doubt to Finding Value in a Career Transition
When I joined this competition team, my heart was filled with unease because I was the only one without actual UI/UX work experience. Initially, I often doubted my professional abilities, fearing that my shortcomings would hinder my teammates. As the competition progressed, I learned many valuable skills from industry designer members and integrated my previous experience in marketing, gradually forming a unique design thinking. This innovative integration allowed our presentation to stand out among many teams, displaying a distinct style and depth.
However, team cohesion wasn't instant. We formed our team after the competition began, lacking prior collaborative experience, which led us to face numerous challenges and almost lose our motivation to continue at times. At this critical moment, as an introvert, I bravely suggested taking on the role of project manager, successfully leading the team out of difficulties to complete the remaining competition. During this process, I learned that even in areas where I'm not skilled, I can create greater outcomes for the team by leveraging my strengths and making constructive contributions.
This experience profoundly taught me that the real value lies in how one's personal strengths can be transformed into team power and growth through challenges. This ability not only reflects my professional competence but also shows my willingness to take responsibility and lead the team in adversity. No matter the challenge, I believe I can be a reliable work partner, co-creating more success stories with future teams.