AT Mobile App
#UX UI #User Research #Design Strategy
AT
The New Zealand transport company want to digitise the travel card – the problem statement- people tend to lose their card on a regular basis and while travelling they forget to tag off which creates other issues, so the transport company wants to digitise to an app-based system that is straight forward and steam less.
Scope
- User research
- Concept development
- Validation
- Design
- User testing
- Implementation
My Role
- UI UX design
- Design strategy
- User research
- Usability test
Deliverable
- User research findings
- User flow
- User testing outcome
- High-fidelity user interface
Project Goal
- Digitise the travel card to tag on and tag off.
- Tag on and off easily, with access to top up and check account details.
- Improve the transfer/ cancel card user experience if users want to cancel their card.
<span data-metadata=""><span data-buffer="">User research project plan
<span data-metadata=""><span data-buffer="">Purpose
The purpose of this study is to find out how the experience of using the HOP card of the target group, When, where and how do they lose their card and forget to tag off when getting off the bus/train? To get an understanding of this so that we know how to design a user-friendly transport app that would be most relevant and helpful to our target group.
<span data-buffer="">Method<span data-metadata="">
I did 5-8 contextual interviews with people from our target group and have them show us how, when and where they lose their cards and forget to tag off.
<span data-buffer="">Participants<span data-buffer="">
Participants range from people aged 16-65, who catch bus/train at least 3 times a week. A target sample of elderly, office workers and students, I will recruit online (based in Auckland) through our network.
<span data-buffer="">Location<span data-buffer="">
I did the interviews via zoom. That way the participants feel at ease and they can share their previous experiences with us.
<span data-metadata=""><span data-buffer="">Interview questions
- Small talk
- Have you taken public transport?
- Which types of transport do you use?
- Can you start by telling me how often you take transport?
- Why do you take a bus/train?
- Why do you so rely on it?
- Tell me about the last time you used to transport?
- Where was it get on and get off?
- Do you have any experience losing your HOP card, Can you describe it?
- How did you tackle it?
- Can you tell me about the last time you forget to tag off your HOP card?
- How did you do after you see your money had been deducted? Why?
- Can you tell me about the last time you had a negative experience with a transport website/app? Do you sometimes have trouble finding something on the website/app, Eg, top up, check transitions, refund etc.
- Can you tell me about the last time you had a negative experience with public transport?
What feature do you think on mobile would be really usefully for you?
Personas
User journey map
Pain points gathered from target users
Having to carry a transport card every day, is easy to lose and damage
Not support top up instantly, when the balance runs out, there is no way to top up online, has to go for a nearby top-up place.
Hard to find the “money refund” portal on the existing AT website and App, as well as the refund progress is complex.
Once damage or lose a card, the card is cancelled and card transfer is hard to find on the existing AT website and App.
User flow
Site map
Wireframe
Interactive high fidelity mockup
High-fidelity design
Usability test
Factor
Factor 1: The majority of users’ pain point to carrying on a transport card every day.
Factor 2: Users forget to tag on/ off when they get on/off the transportation.
Factor 3: User loses/damage HOP card, have no idea how to deal with it.
<span data-metadata=""><span data-buffer="">Participants
People aged 16-65, who catch bus/train at least 3 times a week. A target sample of the elderly, office workers and students.
<span data-buffer="">Tools
User testing.com, zoom and face-to-face test
<span data-buffer="">Methodology<span data-buffer="">
Ask users to finish the task: User tag on/tag off by scanning a QR code, a QR code would be generated only when the user login account, otherwise require to log in first.
Gather data: how many users are able to complete the task flow uninterrupted, how many users were stuck in the middle of the flow, etc.
Feedbacks<span data-buffer="">
- The majority of participants understood scanning “digital cards” on mobile, and feel it was quite convenient.
- 1 of 10 test participants had difficulty scanning QR code (login flow to generate the real-time QR code)
- The “scanning QR code to go” feature consistently received positive feedback from users.
- The main complaint about the E-card is too rely on mobile and internet.