A NEW COMMUTE EXPERIENCE ON BART

PROJECT OVERVIEW

People who take BART to work find their stress level increased due to the experience of commute on Bart; the factors including reloading Clipper Card is inconvenient, Clipper Cards are easy to lose, and there is no single easy way to check schedules.

3 KEY PROBLEMS

1. Reloading Clipper Card is inconvenient because the vending machines are difficult to use.
2. Clipper Cards are easy to lose
3. No single easy way to check schedules

3 DESIGN GOALS

1. Integrate the plastic Clipper Card into digital, so the user can easily go through the terminal gate and reload the Clipper Card.
2. Create easy access schedule, so the user can easily find out the train departure and arrival times. In addition, the user will be able to save the schedule to the alarm.
3. Clean and intuitive grid layout, so the user can easily access the information.

  • DATE:
    DEC 2017 - MAR 2018
  • ROLE:
    UX/UI DESIGNER
  • CLIENT:
    PERSONA PROJECT
  • My Design Process

    RESEARCH

    Based on the “Average Weekdays Exits by Station Report” by the Bay Area Rapid Transit, the total amount of BART riders have increased from 274,681 to 413,395 from the fiscal year of 1999 to 2017. This report suggests that there is an average of 423,395 riders commute on BART daily to work.

    SURVEY

    I surveyed 30 frequent BART travelers on March 2016 and asked them to describe their experience of going through the gate and getting on the train on time. There are many issues raised based on their descriptions. As a frequent BART rider, I can relate to their frustration.


    Research Key Findings:


    • The number of people who take BART as their primary method of daily transporation has been steadily increasing.
    • Frequent BART riders generally use their Clipper Card to pass through terminal gates
    • Finding up-to-date train schedules is currently not an easy or quick task.
    • Riders’ stress levels have increased due to poor riding experiences.

    TARGET AUDIENCE

    This app is targeting people ages 23 - 50 years old, who live in the Bay Area and commute to work via BART.


    COMPETITORS


    Name
    App
    Schedule
    Alarm
    Payment
    easy bart
    Y
    Y
    N
    N
    Strengths
    Weaknesses
    - Maps show the stops
    - Easy search to find schedules
    - Clearly shows the depart and arrival time
    - Contains station photo
    - It only targeting Bart Travelers
    - Ads affect the usability
    - The map is not interactive
    - Does not provide reminders
    - Station photo lacks detail

    Name
    App
    Schedule
    Alarm
    Payment
    BART
    Y
    Y
    Y
    N
    Strengths
    Weaknesses
    - Shows timeline for each stop
    - News and alert feature
    - Schedule is confusing
    - Difficult to navigate the station
    - Does not show the price and arrival time

    Name
    App
    Schedule
    Alarm
    Payment
    on Time
    Y
    Y
    N
    N
    Strengths
    Weaknesses
    - Add to favorite
    - News and alert feature
    - Social media feature
    - the navigation is confusing
    - Difficult to navigate the station
    - It is not only designed for BART so takes more time to complete a task

    Competitor Analysis Key Findings:


    • The current BART applications do not meet users needs.
    • Users want the ability to easily access and save train schedules.
    • A clean interface will improve the user’s experience in finding train schedules.
    • The new BART app will improve the functionalities missing from competitor’s apps and will incorporate the ability to manage and use one’s Clipper Card to prove a seamless BART experience.

    USER EMPATHY MAP


    User Journey Map Key Findings:


    • Users would prefer for the BART app to also incorporate their Clipper Card account.
    • Users want the ability to set and change reminders for train arrivals and departures.
    • Users requested easier access and the ability to save schedules for quick-reference.

    PERSONA1

    PRISHA

    Age: 28

    Occupation: Engineer

    Location: South Fremont

    Education: Bachelor's Degree

    Status: Married

    ABOUT:

    Parisha is an engineer who lives in South Fremont and works in San Francisco. She commutes on BART most days, and she uses her Clipper Card to go through the gates. Parisha wants to utilize her phone to go through the BART gate and eliminate the needs to carry a separate item.

    Goals

    • To upload my Clipper Card
    • To have my Clipper Card all the time
    • To know my train schedule

    Frustration

    • Forget to reload my Clipper Card
    • Forget or lost Clipper Card
    • Too many Steps to google the schedule
    • Get frustrated when missing the train only by 3 seconds

    USER SCENARIO & TASK FLOW


    PERSONA2

    MICHAEL

    Age: 32

    Occupation: Engineer

    Location: Union City

    Education: Bachelor's Degree

    Status: Single

    ABOUT:

    Michael is an engineer who lives in Union City and works in San Francisco. Checking the BART schedule is the first thing that he needs to do every morning. He usually forgets the schedule after 10 minutes, and he needs to check the schedule constantly.

    Goals

    • Check his train schedule
    • Have the schedule saved, and remind him before the train arrives
    • Be able to save multiple schedules in case he misses a train

    Frustration

    • Miss the train by 2 minutes
    • Constantly checking the schedule because he will never be able to remember

    USER SCENARIO & TASK FLOW


    PERSONA3

    AMY

    Age: 40

    Occupation: Marketing Director

    Location: Hayward

    Education: Master'Degree

    Status: Divorced

    ABOUT:

    Amy is a single mom who lives in Hayward and works in Daily City. She needs to know the exact schedule for Hayward arrivals to pick up her kid on time.

    Goals

    • Check his train schedule
    • Know when she will arrive

    Frustration

    • Pick up her kids late
    • Miss the train by one minute

    USER SCENARIO & TASK FLOW


    Information Architecture


    MOODBOARD


    STYLEGUIDE



  • Task:
    Reload $10 onto Clipper Card
  • Principle:
    Complete the task with minimum effort
  • Decision:
    Having pre-set reload amounts listed for quick selection
  • User Feedback:
    3.9 out of 4 listed as a positive change
  • Task:
    Find and save the next two San Francisco trai nschedules
  • Principle:
    Simple and easy navigation flow to complete the task
  • Decision:
    Place all inputs on the same page to ensure seamless flow
  • User Feedback:
    3.5 out of 4 list as a positive change


  • CLICK THROUGH PROTOTYPE

    TESTING

    Name: Aomeng

    Date: 03/15/2017

    Questions for Task 1?

    • How clear is task 1 on a scale of 0-4? (4 is the best)
    • What suggestions do you have?

    Suggestions:

    I would like to see the balance bigger

    Before

    After

    Name: Kevin

    Date: 03/17/2017

    Questions for Task 1?

    • How clear is task 1 on a scale of 0-4? (4 is the best)
    • What suggestions do you have?

    Suggestions:

    The background is too dark

    Before

    After

    USER JOURNEY MAP

    Persona 1

    Persona 2

    Persona 3




    PRODUCT SHOT & PROGRESS


    THANKS FOR WATCHING





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