Time Efficient Transportation
Role: Research, Ideate, User Experience Design, User Interface Design, Prototype, Usability Testing
Created: May 2018
A conceptual project aimed to ease access to public transportation in Bangkok, Thailand.
One of the big cons of living in Bangkok is the commute around the city. High volumes of cars on the roads, unpredictable public transportation arrival, and overcrowded sky trains are some examples of commute nightmares many Bangkokians face every day.
This project's objective is to come up with an omnichannel solution to increase accessibility and convenience in public transportation for Generation X and Y.
Who are the users?
Simple Sam
Age: 40
Occupation: Creative Director
Family: Married with 2 children
What does he need?
An easy and simple way to get from point A to point B. He wants accurate information and accurate arrival time to make him able to plan his day.
Choosey Suzy
Age: 25
Occupation: Digital Marketer
Family: Single
What does she need?
She wants to compare and choose her options, she reads reviews in order to trust what she chooses.
What are their concerns?
Through interviews and observational studies, I've mapped out the perspectives of users when thinking of public transportation.
Their main concerns regarding public transportation include time, money, comfort, and safety.
Ideation
From their main concerns, I've ideated solutions tackling the different stages in a user's journey from planning their daily commute to after they've commuted while considering their different touchpoints. Key ideas includes:
1. Seamlessly connecting all forms of public transportation
Navigation
platform
Includes all public transportation routes and updates
Interactive kiosk
and screen
Display different nearby transportation routes and arrival time
Universal ticket
Can used across all public transportation and can update money balance with multiple channels
2. Users can plan their way according to their preferences
Time effectiveness
Includes all public transportation routes and updates
Price
Choose from multiple options to compare price point
Comfortability
According to type of transportation (ex. air-con/no air-con), crowdedness
3. Users can give and receive real-time updates on transportation
Safeties
Can report of unsafe transportation and drivers to alert incoming riders
Crowdedness
Through tracking and users input, can estimate crowd to enhance users who are planning
Time Accuracy
Through tracking and users input can estimate arrival time of each transportation stop
Rewards
For riders who share information, they will get rewards as discounts for their future rides
4. Operation system can use data to improve transportation infrastructure
Meet demands
From riders and planners chosen transportation and routes, system can organise transportation schedule that meets demand
Increase safety
Can screen out bad drivers and unsafe transportation rides
User flow
To see the big picture of how the ideas can be connected, I've drawn out a user flow of how transportation data can be captured and be distributed to users.
Users who are commuting can share information about their current rides such as comfortability, time accuracy, or safety.
Other commuters can view updated information through a variety of channels including, phone, apple watch, desktop, and station kiosks.
With updated information, this allows users to best plan their commute from the time they wake up.
Navigation Platform Sitemap
Navigation Platform Low Fidelity Wireframes
Mobile
Apple Watch
Navigation Platform High Fidelity Wirefames
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