Public Transport AppTest exercise for UNIT4 UX Center new Design Thinking approach to the inception, definition and execution of projects.

Client: UNIT4
Target: A relevant user of a public transport app.
Categories: Design Thinking / UX

As part of a series of design exercises - intended to test our Design Thinking approach for new projects - my team had to come up with a Public Transport company, find their needs, create the persona of a relevant user and prototype a solution.

Inception

First of all, we had to find the principles of this company - and a slogan that represented it well.

The most voted principles were: Eco-friendly, affordable and accessible.

The user

There were several kinds of relevant users. We finally decided to choose the ticket collector and inspector.

Persona: ticket collector and inspector

With no constraints in mind, we imagined a dementor (a Harry Potter's fictional prison guard) as a hyper-controlling ticket collector and service inspector. The idea was to think big first, trying to avoid self-censorship, prejudices and bias.

In order to find a good solution, we need to know the main user frustrations. For our persona we chose:

  1. Dealing with tickets
  2. Avoiding and recovering from errors
  3. Tedious work reports
  4. Poor ticket design
  5. Tool issues

Solutions

Again, with no constraints we looked for high level solutions:

  1. Dealing with tickets → No tickets
  2. Avoiding errors → No errors
  3. Tedious reports → Automatically done
  4. Poor design → Follow Bauhaus rules
  5. Tool issues → Offline app

And afterwards we get real and propose final solutions:

  1. Dealing with tickets → Quick and easy check
  2. Avoiding errors → Bulletproof process
  3. Tedious reports → Events are recorded (check-ins, incidents, etc.)
  4. Poor design → Keep it simple
  5. Tool issues → Local storage & sync when online

Prototype