Route: Multimodal Transportation
Team - Kanupriya Yadav (Individual)
Tools - Figma
Timeline - 26 September 2022 - 8 October 2022
Role:
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Conduct Primary interviews and Secondary research.
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Sketch storyboard and wireframes.
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Outline and conduct usability studies and produce a research report
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Iterate on design based on usability studies.
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Create Lo-fi and Hi-fi wireframes on Figma
Overview
Route is a Multimodal Transportation app that helps you book your whole trip at once that may involve more than one mode of transport. It functions on the user's GPS to automatically start booking the next mode of transport to reduce wait times. Route is a part of the service design integrated under Metro Corporation (Hypothetical) that encourages the use of public transportation.
Problem
How might we make daily commuting easier and safer for office-goers using public transportation?
Goals
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To enhance the customer journey as a whole by providing hassle-free trip planning and booking experience.
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Reducing wait time and overall travel time.
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Serving the majority of the population with honesty and integrity by minimizing the window in areas that have corrupting capabilities.
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Promote the adoption of metro and other public transportation by integrating multi-modal transportation.
Solution
Multimodal Transportation is the key.
“Tomorrow’s passengers must be offered more flexibility than a single transport mode can offer alone.”
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Complete trip planning from Point A to Point B.
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Select multiple modes of transport.
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Trip subscription options for daily commuters (office-goers).
Select from multiple routes
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Multiple routes are offered according to the selected modes of transport.
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Best routes suggest the most time-efficient and pocket-friendly options.
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Detailed information on Platform numbers and metro station gates.
One trip pass for all modes of transport
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One single QR code is generated as a trip pass for all the modes of transport.
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Live updates on location and the estimated time of arrival.
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Automatic booking of the next vehicle according to the passenger's location.
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Cancel the trip in case of change of plans and get the rest of the trip amount refunded in your E-Wallet.
Pay at once
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The total trip cost is paid at once while booking the trip.
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Multiple online payment options are available.
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E-Wallet for the subscribed trips consumers to never worry about the payments.
Research
How many people use public transport in Bangalore?
Bangalore has 4.9 million registered vehicles as of today (1 vehicle for every 2nd person) of which 70% consists of two-wheelers, 4% auto rickshaws, and 15% cars.
The city’s vehicle population has officially crossed 80 lakh, five times more than what Bengaluru roads can officially handle.
“There is no policy at present to restrict the number of vehicles per family. We cannot put a cap on people’s purchasing power. Their attitude has to change and they should start using public transport.”
Research from Adobe (The 2018 Digital Transformation Report) shows that 55% of Generation Z – those born between 1995 and 2005 – want apps and services that not only help them budget for trips. 46% also want the apps to book, track and manage the entire trip.
Interviews
I conducted interviews with 5 office goers (who use multiple modes of transport every day)to understand the problems faced by them and conducted an online survey to understand what modes that transport do people use on a daily basis and why?
Research Questions
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What modes of transport do you use daily while commuting to and from the office?
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Why do you prefer these modes of transport?
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What problems do you face in the daily commute?
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Walk me through your journey.
The Main Insight
Most of the interviewees faced issues in booking multiple modes of transport and felt frustrated with wait times for every vehicle. On average the wait time of a user in a day was more than one hour.
Major Insights
Theme: Secondary Transports
There are more issues faced by users in traveling to and from the metro station.
Autos overcharge passengers most of the time.
Many people find it difficult to navigate between several apps for booking various other modes of transportation.
Dishonesty- Rates and cancellation.
Theme: Ride Cancellation
Autos/ cabs ask the passengers to cancel the ride and take the ride without online apps.
People generally book simultaneously on multiple apps to have a better shot at booking.
Autos/ cabs cancel after informing them the drop location.
Autos cancel the rides if the mode of payment is not Cash.
User Journey
User Personas
Ideation
User Flow
Usability Testing and Improvements
Removal of Navigation Bar
The navigation bar was originally given on most of the pages, on mentor feedback, the navigation bar was removed as all the major task flows can be directly accessed from the home screen.
Addition of favorite/ recent trip
Originally no destinations were suggested which gave users a feeling of discomfort as they had to search for the same trip time and again, later favorite/ recent trips were suggested to the user.
Addition of more than 1 passenger
Initially, the application was created keeping in mind only 1 passenger, upon feedback, the option for up to 4 passengers was added.
Styles and Components
The Final Product
Reflection
Iterate as much as you can: I initially started by exploring many different options to try to find the right solution for daily commuters.
Be insight-driven rather than process-driven: Despite hours of research and writing, my initial draft of this case study contained a lot of text. Later, I reduced the copy by more than 60% and concentrated on the project's main ideas. Going forward, I will concentrate more on the insights that will enhance my storytelling skills for other people.
