Public Transport Victoria Case Study
UX Case Study
As a team of four designers, we were tasked to complete the following mock brief under nine (working) days:
Aimi Hino, Carolyn Wishnousky, Xavier Connelly and Luis Saavedra.
• Better multi-modal travel support through the PTV mobile application
• Promote a shift to walking and cycling (in collaboration with Melbourne Bike Share)
• Better promote ticketing information and purchase
A quick break-down of our design process:
• Background Research — desktop research on PTV and competition, mind mapping topics
• Human Contact — discussion guide, user interviews, contextual inquiry
• Research Analysis — affinity map, key insights, personas, feature brainstorming, feature prioritisation (dot voting, feature matrix, clustering), customer flow and touch points
• On Paper — brainstorming initial sketches, wireframes, paper prototyping and testing
• Test and Iterate — usability testing on InVision app, Sketch revisions, test again, repeat
There is a distrust in the PTV system due to inconsistencies in the lack of reliable, timely information and communication through the mobile platform.
We believe we can regain trust with the public by enhancing the current system to support PTV as a whole and Myki services. This is to cater to the changing digital environment and public needs.
Other Public Transport Apps and Systems
We considered in our study included Denmark, Italy, London, Tokyo, Korea, Singapore, Germany and New York.
•Denmark has introduced the “S-Train”, which have bike compartments with one-way traffic to make it easier to get on and off. 91% of users from their own analysis expressed their love of this integrated service.
•Italy have trams that allow up to 6 bicycles to be transported with passengers.
•A London organisation are slowly empowering vision-impaired individuals to navigate through indoor spaces, with their first test location being in Pimlico Station.
Our affinity map revealed an array of trends and insights so we narrowed it down to the following five:
Majority of users talk about how they primarily use the PTV app as a journey planner but bounce between GoogleMap and other applications to compensate for the features they did not realise existed on the current PTV app.
Where is Myki?
Frustrations with the disconnect between PTV and Myki is evident. Users talk about the card being a hindrance, touch-on/touch-off process can be confusing and an over-all negative impression due to this.
Higher Expectance out of Technology
The functionality and features of today’s mobile applications come with a certain level of expectation as users gain learned behaviours from a variety of technology.
Lack of trust and reliability
From the compound effect of all things mentioned above, users clearly stated that they don’t see the PTV app as their first point of contact for information. According to our interviewees, data and delays are not consistently updated and have to be personally resolved by visiting the website, looking through the official Twitter feed and word-of-mouth. This led to an over-all negative experience with PTV app and the system.
Bonus: Avoiding public transport due to safety reasons (primarily from female interviewees)