UX — Citymapper Challenge
This prework project is my very first Design Thinking challenge for the Bootcamp in UX/UI Design at IronHack Barcelona. I’m going to take a look at the Citymapper application and service, and how to improve the experience of purchasing tickets for public transportation. My task is to create a feature for this app that solves the pain of having to purchase different public transport tickets by different channels.
When visiting new places and cities, transportation can sometimes be tricky. With Citymapper, the process can be made smoother. Citymapper is a mapping service app that shows transport options, between any two locations in cities with live timing. It includes many different ways of transport, including walking, cycling and driving, in addition to public transport. The app is free of charge and available for anyone with a smartphone or tablet.
The Users
In order to make this app even smarter and easier to use, I gathered some information from the users on what problems they normally face.
- I had to buy a ticket with cash and I only had card with me.
- I was not sure of how the different zones in Barcelona worked, so I was unaware I had bought the wrong ticket and was not able to get out of the station in Sant Cugat.
- I missed the train because of the line to the ticket machine!
- I didn’t manage to change the ticket machines language to English from Spanish.
- I ended up buying a ticket to the incorrect place…
During the interviews I made, I asked questions about their experiences when traveling, about how they prefer to go around the cities, and what aspects and processes that could be improved.
- Some users preferred going on shared city bikes/scooters but would like to have the option to combine that with either metro, bus and taxi options.
- Some users always kept to one type of transport to not spend money, save time and not having to buy many different types of tickets (and learning the new way to purchase every time).
- Having to take out cash before jumping on a bus or metro seemed to be a recurring issue.
Problem to be solved
Users want to have the flexibility to pay with credit card, to purchase tickets in a language they understand and also have the options to pick multiple transportation solutions, and not having to stick to just one option.
Users don’t want to waste time on waiting in line for ticketing machines, they want to be able to have access to the transportation in real time and be able to travel as far as needed, without having to gain knowledge of different zones.
Solution
A potential solution could be to have “Day Passes” as an option and let short-term users have access to any type of transportation during their stay in a city. By using the same QR code, and only being charged while using a transportation option, you will save both time on not getting new tickets and also gaining flexibility on picking whatever options suits best at that moment, anywhere in the city. This day pass could give you access to all transportation options for a good price, not having to buy a new ticket every single time, and you can either just grab the closest bike or jump on the closest bus. Time efficient, cost efficient and easy to use! The QR code would be integrated with each of the transportation-partners systems, and easily scanned at each service point.
When entering the app, you will be able to buy this day pass that includes access to metro, bus, train, electric scooters and shared city bikes all around the city. In the app you will also have the option to book taxis, but this will be charged as a normal taxi ride, directly from the credit card added in the app.
The day pass is something that is connected to the credit card, and charges you automatically when using the QR code on one of the transport options and calculates the usage time of each. By simply scanning the QR code while entering the bus or picking up the bike, the charging starts automatically.
Outcome: Ideation process and Prototyping
My first sketches during the ideation looked very different from the end result, as well as the whole idea and solution. The more you keep listening and understanding the users, the more you need to adapt and improve. I realised it’s mostly short terms users that face these type of issues. The users that are used to the city standards, don’t face the same amount of trouble as a new visiter/tourist in terms of transportation.
The initial prototype was more focused on users, based in Barcelona, that are living a fast paced life and don’t have time to wait in line to the ticketing machine, and only can pay with a credit card. As you can see in the prototype below, there are only options to pick 1 transportation option, pay either 1 way ticket or add a return and use a QR code to scan while entering the metro/bus or picking up the scooter/bike.
After speaking to more users, that are travellers and they are facing issues mostly when they are visiting new places and cities, I realised that some users don’t want to be tied to only one transportation tool.
Learnings
This was the very first “Design Challenge” during my prework. Looking back at the result, I see many flaws and areas of improvement, and also realising the difficulties of implementing such a thing in a city — but I’m also understanding that a project can be forever lasting. The ideas started out very differently to what it turned out to be.
It was my first time ever sketching prototypes, and I learned that there are so many more steps in each app that you go through without even realising.
I’m looking forward to learning this in a proper way and deepen my knowledge within the areas of design thinking, prototyping, ideating, and sketching!
