I’m naturally curious, so I believe that asking questions is the first step to problem-solving. I always aim to lead with a human-centered approach by empathizing, discovering pain points and going through the steps to bring forth the best creative solution.
TTC APP
MY ROLE
User Researcher
UI design
Prototyping
THE PROBLEM
The current TTC website is outdated and needs a complete refresh. The website is not aesthetically pleasing, and it offers piecemeal solutions to customer needs, leaving third-party apps to fill in the gaps where TTC does not accommodate. TTC has set several initiatives to modernize its services and improve usability but the webpages are still cluttered with information and hard to navigate.
Customers need a centralized application where they can gather quick updates, plan a trip, view schedules, and apply for special services. We wanted to solve this problem and create an app that is clean, functional, and intuitive.
OBJECTIVE
The objective is for TTC customers to use an app that is efficient, where they can plan ahead and avoid obstacles, allowing for a stress-free experience. My goal was to create a prototype for a TTC mobile application that's effortless to navigate with a seamless user experience. Providing a concept for easy access to information TTC riders want to know.
Who are the potential users of the TTC website?
- Commuters who are trying to avoid traffic and parking.
- People planning for a fun night out, without having to worry about driving.
- People with disabilities
- Mothers / Expectant Mothers
- Students
- Tourists who are new to the city
USER RESEARCH
RESEARCH METHODS
Competitive Analysis | User Interviews | Surveys | Field Visits
To get a deeper understanding of the problem I looked at competitor websites to observe what type of info they were providing for their riders.
We would start by interviewing 40 participants who would be selected through a screening process, to gather qualitative data relating to the attitudes and behaviors associated with the transit system. Interviews would run over a span of 4 weeks, with 2 participants per day, 30 minutes being dedicated to each participant.
By completing surveys we will be able to gather qualitative and quantitative data to identify audience attitudes and priorities, and we would use field studies to observe users while they use the transit system, exposing real-time challenges, and benefits users are faced with.
KEY QUESTIONS
Are there any opportunities to make the TTC website more accessible?
What types of people are struggling while using public transportation?
How far do you live from the closest TTC Station?
What has been done so far to improve the existing website?
Why do people ride the TTC?
What’s the percentage of people in the GTA that require transportation?
What are the outstanding issues with the website?
What are the current outstanding accessibility issues?
What is causing the delay to make all subway stations accessible by 2025?
Has TTC faced any roadblocks along the way?
What are the many ways people utilize the TTC?
What are the most popular destinations when people take the TTC?
How far do you live from the closest TTC Station?
How long does it take to walk to the closest bus stop?
Does TTC have personalized services available to cater to people who have trouble accessing the transit system?
IDEATION
CRAZY 8’s SKETCHES
To encourage creativity, we kicked off the design process by doing a design sprint exercise, with a group of 26 participants. I presented the problem to the group and addressed the high-level questions and the objectives. We set 8 minutes on the clock and attempted to rapidly sketch as many concepts as possible.
We came up with several great ideas, and here are some ideas with the best solutions:
Home screen – showcasing all major 'Call to Actions' functions customers need.
An interactive map with search functions to show all routes relevant to the user’s location in real-time.
Plan a Trip – which provides users with a schedule to follow including dates and times.
Places to visit – which highlights Toronto’s attractions, for tourists or people who are new to the city.
Buying Tickets – Alerts and push notification for service updates.
USER FLOWS
We found a solution where users would be able to select Maps from the home page and go right into a real-time experience. Allowing users to search their desired location and discover which transit routes are in proximity, and if there are any anticipated delays. Users can opt in or out of receiving notifications about service interruptions.
MOCKUPS
