Setting the Scope
Design a mobile app that enables Gen Zers' to find public transit routes & navigate efficiently from point A to point B."
Constraints
I determined that extensive research is out of scope for this assessment-- instead, I did a mini analysis/deep dive of the target user’s values, pain points, and needs to drive my process. The goal for my execution of this assessment was to communicate user needs, create a mock-up of my design approach, and explain the rationale behind my design decisions.
Meet the Main Character
Meet Addison!
Brainstorm & Discovery
Diving into user journies, stories, and pain points
Brain Dump
To start my brainstorm, I organized the high level goals, user needs, and diverged on possible ideas for the design solution.
How might we design a fun, user-friendly, and friction-less public transit app for Gen-Z users so that they can navigate efficiently around the city and optimize their daily routines and tasks?
User Analysis and Behaviors
I conducted quick research of Gen Z traits/behaviors, and interviewed several of my Gen-Z friends about their general preferences with app designs. Some traits of Gen-Z I gathered were:
Tech savvy & quick learners
Fast paced, with short attention span (strong tendency to multi-task)
Enjoys visual content, social interaction & trends
Efficient & easy-to-use products > complex, muddled interactions
Huge emphasis on personalization and curated content (e.g. TikTok For You Page, Spotify Music Mixes, YouTube Recommendations)
Immediacy, personalization, fun & real-time response were key themes identified.
After collecting several current sentiments on existing solutions such as Apple Maps & Google Maps, I was ready to begin my ideation.
Assumptions & Constraints
Before diving into design, I set assumptions and constraints to organize my user flow.
Assumptions
Addison is tech savvy and familiar with navigation services
Addison has access to cellular data and can access the app with no issue
Only one bus route required to Addison’s class (no transfers, no other modes of public transit besides bus).
No reroutes, or transit issues; Addison is able to pay her bus fare
Addison uses this app on a daily basis
Notification settings are toggled on
Location services are toggled on
Constraints
Addison only has one destination to navigate to — no stops or transfers
Walk and bus only for this flow — no link, lime bike, uber
Only access the “leave now” feature
Cannot unsubscribe from notifications or alerts
Addison must respond to in-app surveys
Cannot change preferences of modes of transportation
Ideation
App Flow + Initial Sketch
My initial sketches have an emphasis on visual hierarchy, easy to access information, playful UX writing, and optimizing time & efficiency with routes.
Additional screens focus on social interaction (sharing statuses with others), Live data for real-time response, Less calculation, more action & recommendation
Next, I translated designs into digital wireframes.
Final Mockups
Going back to the original goal - How might we design a fun, user-friendly, and friction-less public transit app for Gen-Z users so that they can navigate efficiently around the city and optimize their daily routines & tasks?
Introducing, MoveIt
Trade Offs
A key trade off was designing a simple, skimmable dashboard that would create a more user-friendly solution versus a data-heavy dashboard that displayed important numbers & information. I balanced both by creating accessible expandable and collapsible cards to contain this content.
Takeaways
Next Steps
If I were to continue working on this product, some areas I'd focus on are:
Expanding Scope: Add additional user tasks and flows
Research: Usability testing & iterations with a functional prototype
Branding & interaction: Add advanced UI techniques & visual design elements
Fun idea! Explore ways to encourage live data reporting & interaction through engaging visuals, feedback, or gamification
Challenges
A crucial component of this project was establishing the scope, identifying constraints and evaluating priorities. Despite the time constraint that didn't allow deep dives into each step of the process, ultimately my end goal was to design an efficient product with the user in mind - every step of the way. I utilized storytelling and emphasis on the user to drive this result.
This project was presented to a panel of experienced senior product & UX designers - which I received positive feedback for my user-centric process and presentation.
Thanks for tuning in!