UX Academy Design Problem: Non-Vietnamese speakers living in Ho Chi Minh City struggle to use public transportation because it’s difficult to find the relevant information in English i.e. bus times, stops, routes and fees. Design Solution: Digital route planner Chatbot built inside Facebook’s Messenger application. Users will be able to plan their bus travel in advance by searching bus times, routes and stops in English.

1. FINAL PRESENTATION
Improve Public Transportation Systems
in Ho Chi Minh City (Digitally)
CHRIS NGUYEN

2. THE PROBLEM
Non-Vietnamese speakers living in Ho Chi Minh
City struggle to use public transportation because
it’s difficult to find the relevant information in
English i.e. bus times, stops, routes and fees.
2

3. THE SOLUTION
Digital route planner Chatbot built inside
Facebook’s Messenger application.
Users will be able to plan their bus travel in
advance by searching bus times, routes and stops
in English.
3

4. 4
THE PROCESS

5. + Convenience as a priority when it comes to transportation
+ Experience in using digital travel products and/or services
+ Bus tickets in Saigon are very affordable
Findings gathered from 4 adults from the ages of 25-28. More info here: https://goo.gl/SkRCKc
- Out-dated is a common perception of public transportation
- Public bus system does not cater to English speakers
- Bus system is confusing i.e. bus times, stops and fees.
Insights and Opportunities
5
USER RESEARCH

6. 6
Download wireframes, sketches, usability testing audio here: https://goo.gl/QqgtnD
CHRIS NGUYENContinue for more details…
BUS BOT INTERACTIONS
Overall Flow
0.0
1.0 SEARCHING ON MESSENGER
6.0 MAP 7.0 BUS AND ROUTE 8.0 ROUTE SUMMARY 9.0 REMINDER
2.0 HOME SCREEN
ACTION SHEET
MESSENGER BROWSER
MESSENGER BROWSER
3.0 WELCOME SCREEN 4.0 SUGGESTIONS 5.0 TRAVELLING TO
Tap on profile
information
Tap see timetable
Tap on
get started
Tap on
manage
Tap on
take the bus
Tap on
find a bus stop
Tap on
edit trip
Tap on
view details
Tap on
find route
Tap on
change destination
Tap on
send location
Tap on
current location
Tap on
any location
Tap on
cancel
Tap on
select bus
Auto
reminder
Cancel
Report Bus Bot
Send Feedback
Manage Messages
IDEATE PAPER PROTOTYPE DIGITAL PROTOTYPE
AND
USABILITY TESTING
THE PROCESS

7. 7
+ Requesting user location at a later stage creates less friction
+ Welcome screen needs to effectively communicate what the interface does
- Suggested destinations, edit trips and reminder is confusing
- Consider user walking to the bus stops
- Consider how to display a route with multiple buses
- Reminder user they can input text instead of just using the button interface
- Use user’s input as confirmation - don’t duplicate information unnecessarily
7
KEY LEARNINGS

8. CH
BUS BOT INTERACTIONS
Overall Flow
NG ON MESSENGER
6.0 MAP
7.0 BUS AND ROUTE
8.0 ROUTE SUMMARY
9.0 REMINDER
2.0 HOME SCREEN
ACTION SHEET
MESSENGER BROWSER
MESSENGER BROW
3.0 WELCOME SCREEN
4.0 SUGGESTIONS
5.0 TRAVELLING TO
Tap on profile
information
Tap see timetable
Tap on
get started
Tap on
manage Tap on
take the bus
Tap on
find a bus stop
Tap on
edit trip
Tap on
view details
Tap on
find route
Tap on
change destination
Tap on
current location
Tap on
y location
Tap on
cancel
Tap on
select bus
Auto
reminder
Cancel
Report Bus Bot
Send Feedback
Manage Messages
THE
PROTOTYPE
Try it here:
https://invis.io/NMB0WH1J2
8

9. 9
NEXT STEPS
+ Fix usability issues
+ Build out all interactions
+ Increase fidelity of prototype

10. 10
LIMITATIONS
- User needs to have a smart phone with internet
- Device screen-size
- No advance filtering
- Designed for iOS 10
- Limited to Messenger constraints
- Chatbots are not the norm yet

11. THE VALUE
11

12. 12
CHATBOTS ARE COOL!
Following this new technology trend
could possibly change the perception
of bus system into something positive

13. 13
CONVENIENCE!
Messenger has over 1 billion users.
There’s a huge likelihood that users are
very familiar with interface already.
Statistics from: http://expandedramblings.com/index.php/facebook-messenger-statistics/

14. 14
EXISTING BEHAVIOURS!
Target audience are very familiar with
interacting with their smart phones
and travel apps.
https://techcrunch.com/2015/06/22/consumers-spend-85-of-time-on-smartphones-in-apps-but-
only-5-apps-see-heavy-use/

15. 15
BUSINESS POTENTIAL!
10 million international tourist visited
Vietnam (2016)
If they travel by bus, on the cheapest journey, it will generates
+$1,300,000 USD
Statistics from: http://vietnamtourism.gov.vn/english/index.php/items/11311

16. Display profile image
(branding opportunity)
User input which
Button template for quic
indication of how to use
Tap ‘take the bus’ for sugg
Suggestion carousel:
- image
- name of landmark- address
tions, last carde suggestionsfault 4 cards)
Tap ‘find route’ for planner (5
Tap ‘show on map’ for map
showing landmark location (6.0
Thanks
Any Questions?
BUS BOT