SFMTA
PROJECT SCOPE
problem
SFMTA wants to increase revenue for MUNI services.
According to executive at SFMTA, the fastest way to increase MUNI's revenue is by increasing its off-peak ridership.
SOLUTION
We will focus on mobile app improvements since the MUNI experience is very much mobile driven.
Duration
2 weeks
My Role
User Research,
User Testing, Wireframes,
Prototype, Interaction Design
the team
Royce Chun,
Aqeela Panjwani &
Gabriela Guimarães
TOOLS USED
Adobe Photoshop, Omnigraffle, Proto.io, Axure RP
Research
competitive analysis
By analyzing and comparing qualitative data of other transportation methods in San Francisco, we discovered that popularity of ride-share services were disrupting business for both taxis and public transportation. Muni was the lowest cost but its convenience was lowest as well.
Survey
We created a survey of 23 questions to be sent out through social media. The questions asked ranged from general demographical questions to what and why they chose certain forms of transportation to get around the city.
RESULTS
We received 28 responses.
survey analysis
- Aside from commuting to work, many of the respondents rode the MUNI to run errands and social events
- More than half of the respondents never use MUNI on the weekends.
- Out f the many public transit apps, only 5% of the respondents used the official MUNI app.
- 47% of the respondents said they jump across multiple apps to locate MUNI routes and times.
contextual inquiry
The nature of this project meant that we had a great opportunity on our hands to exercise contextual inquiry.
We asked 10 MUNI riders about their MUNI experience and their thoughts about the official MUNI app.
The feedback we received gave us great insight as to what riders wanted to see improved for both the public transportation service and the app.
Contextual Inquiry
Action items
Visual
Create an updated, more visually appealing MUNI app that users will love to open and use.
Growth opportunity
Increasing off-peak ridership.
experience
Design the app to have the core functions that users look for between the numerous transit apps.
personas
Through the data we gathered from the survey, we created three personas with different backgrounds and needs.
sitemap & user flows
sitemap
We created a site map to help us visualize the structure of the app. By having a high overview of the app navigation, we can get a better understanding of how much or how little complicating the experience can be.
user flows
By creating user flows, we can communicate how easily users can complete their tasks.
DESIGN
sketches
Wireframes
user testing
Paper prototype
We printed out the wireframes and asked users to navigate through the screens by following the tasks created in the user flows. We incorporated any feedback received.
One designer would manually switch out screens as the user clicked around while another designer would take notes.
Paper Prototype Testing