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Brantford Transit Eye

Promoting the Brantford residents to implement climate-friendly habits.

Project Type: UX Project

Client: The City of Brantford
My Role: User Research, Prototype, Usability Testing, UX Designer
Timeline: September 2019 - December 2019

Image by Ant Rozetsky

Problem

My team and I were assigned by the City of Brantford to boost eco-friendly behaviour in Brantford and cut down the emission rates

Solution

My team and I concluded that the people of Brantford preferred cars over buses because Brantford transit is not reliable. As a result, the emission rates rise due to the increased number of people using cars.  Thus, we came up with the idea of developing the Brantford Transit Eye App.My team and I were assigned by the City of Brantford to boost eco-friendly behaviour in Brantford and cut down the emission rates

Image by Clay Banks

UX Objectives

  • Reduce emission rates in the city

  • Promote eco-friendly behaviour

Our Design Process

Define

Our team found that one of the reasons for the emission rates to increase was the frequent use of cars around the city, which contributed to the emission rates to increase.

Empathize

After defining the problem and understanding it, my team and I moved to the user research stage of the design process. We moved around the city to interview the people of Brantford to get more insights on why they prefer to use private vehicles compared to public transit.

 

We realized that the car users as well as transit users found the bus unreliable. Transit users were keener on buying a new car in the near future, solely, because the bus was often late and sometimes would not even show up.

Personas

We created two personas from the data we received from the interviews, Brian Smith (a car user) and Angela Lee (a Brantford transit user).

Journey Map

We wanted to explore further the pain points of users when using public transit which is why we created a journey map to go through the step-by-step user journey.

Ideation and Iteration

We soon realized that the major pain point for public transit users was the fact that they couldn’t access the transit site on mobile phones to check for the bus routes and timings. This sparked the idea of making a user-friendly mobile app that helps users get to their destination with less hassle.

Sketching

As a team, we conducted rapid sketching sessions to help us build the base of the app. We finally had an idea of what we wanted our app to look like​

First, we built low fidelity wireframes to clearly define the look of the app

Later we built Wireframes on Adobe XD to further refine the look of the app

Usability Testing

We conducted usability testing with our wireframes on participants, using the think-aloud technique. We realized that our design was not intuitive enough for users to guide through the app. New pain points were established and so, we developed a new journey map. This helped us in refining our app further to achieve a user-friendly solution.

Image by Troy T

Implementation

The Final prototype was built collaboratively with Adobe XD. With the help of user feedback, we could refine the app. We refined the “my routes” and “notification” pages as well as added the “live transit tracking” feature.
Our team presented the solution along with the design process to the Climate Change Officer of the City of Brantford.

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