This project was a research study on OneBusAway, a Seattle-based transit app. My goal was to determine users' goals, motivations, and pain points in order to identify improvements in the customer experience.
2. 01
Outline
A transit app
Created in 2008 as an open-source project by UW graduate
students Brian Ferris and Kari Watkins
Designed to provide Seattle transit riders real-time
information regarding arrival times of busses and trains
What is OneBusAway?
3. 01
Outline
Current
Deliver robust real-time applications that meet the needs
of transit providers and academic researchers
Foster an expanding and dynamic community of users
New
Increase customer satisfaction
Business Objectives
5. 01
Outline
What are users' goals in using a bus app?
Does the app match user's needs for keeping track of bus schedules?
Can users complete frequent tasks easily?
Are users satisfied with the layout and visual design of the UI?
What are users’ pain points?
Research Objectives
01
02
03
04
05
7. 02
Secondary Research
The app provides access to
real-time arrival and schedule information
for public transit vehicles operated in Seattle,
Atlanta, Tampa, and York.
Geographic Data
8. 02
Secondary Research
Real-Time Information
Where do the time predictions come from in OneBusAway?
• King County Metro (GPS-based tracking system)
• Pierce Transit (GPS-based tracking system)
• Other agencies (time predictions based on schedule data)
“Real-time information (RTI) informs transit riders about transit schedules,
next bus or train arrivals, and service alerts, and is increasingly available,
particularly through Internet-enabled smartphone applications.”
Source: http://research.onebusaway.org/accessibility-of-communication-technology-and-the-rider-experience/
9. Results showed {…} that Metro riders who used smartphones reported significantly
higher levels of satisfaction with service factors.
Specific demographic groups (e.g., riders older than 40 years of age) were less
likely to own smartphones, and therefore computer-based websites {…} might be
the best supplementary alternative.
The current study emphasizes the growing need for RTI applications in the transit
industry and suggests that development of enhanced communication
methodologies can positively affect the rider experience.
Citation: Windmiller, S., Hennessy, T., & Watkins, K. E. (2014). Accessibility of Communication Technology and the
Rider Experience. Transportation Research Record: Journal of the Transportation Research Board, 2415(1), 118-126.
Source: http://research.onebusaway.org/accessibility-of-communication-technology-and-the-rider-experience/
Demographics
24. 03
Comparative Analysis
Additional Features
Transit App Moovit
Accessibility
considerations
Account setup
option for a
more
personalized
experience
Calendar sync feature:
pull location info and make
route planning suggestions
Personal
account: gather
points to
advance in levels
25. 03
Comparative Analysis
2016 & only for Android
UI
• now adheres to Google’s “Material Design” guidelines
• responsive animation
• modern look and feel
New features
• live trip status
• real-time positions of buses on a given route
• fleet numbers (allows users to select their bus type of choice)
Major Redesign
29. 04
Generative Research
Questions
How often do you take the bus?
Do you use any apps/sites to plan your bus trips?
Tell me about the last time you planned a bus trip.
What information is important to you in a transit app?
Does anything frustrate you while using the OBA app?
How do you work around this?
What do you like / dislike about the look and feel of the app?
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03
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05
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07
33. 05
Key Findings
Most Important Features
01
02
03
04
Accurate and reliable bus arrival info
Easy navigation
A time frame: knowing when to leave
See and search routes
34. 05
Key Findings
Pain Points & Opportunities
Improve real-time information data01
• 3/3 said this is the most important feature
• 3/3 gave examples of inaccuracy
If I knew I had 10 more minutes, I would have gone and
bought a cookie. – Emily
It says bus is coming in 2 minutes, then I refresh the
page, and it shows the bus has already left. – Nicole
35. 05
Key Findings
Pain Points & Opportunities
Incorporate route to destination feature02
• 3/3 mentioned they turn to Google Maps
• Secondary issue thanks to their simple commute
It's not useful to see a map with a whole bunch of bus
lines on it unless you know the streets. If I were a
tourist I'd be completely lost using the app. – Seiji
36. 05
Key Findings
Pain Points & Opportunities
Enhance discoverability & personalization03
• 3/3 described desired features they
didn’t know existed (alerts, Bookmarks, current route view)
Recommendation:
• Incorporate smart pop-ups with useful tips
• Integrate personalization (suggested Bookmarks etc.)
There may be a lot of functionality on this app that I'm
just not aware of. – Seiji
37. 05
Key Findings
Pain Points & Opportunities
04 Refine UI design
• 3/3 pointed out a sense of clutter in the map view
• 2/3 stated the use of color was not intuitive
( black for scheduled ) ( red for early )
Recommendation:
• Establish icon hierarchy
• Smaller bus stop icons
• Explore color alternatives more intuitive to users
39. Sources
https://onebusaway.org/the-onebusaway-project/
Accessibility of Communication Technology and the Rider Experience
Posted on April 8, 2015 by Kari Watkins Posted in OBA Research, Tools
http://thesunbreak.com/2012/04/11/whats-wrong-with-one-bus-away/
https://seattletransitblog.com/2016/06/28/onebusaway-unveils-redesigned-android-app/
http://www.governing.com/gov-data/transportation-infrastructure/public-transportation-demographics-ridership-data-for-cities.html
https://seattletransitblog.com/2016/06/28/onebusaway-unveils-redesigned-android-app/
https://usa.streetsblog.org/2017/11/08/how-seattle-avoided-the-transit-death-spiral-to-turn-around-its-bus-system/
https://dub.washington.edu/djangosite/media/papers/tmpf2yHN1.pdf
http://www.governing.com/gov-data/transportation-infrastructure/public-transportation-demographics-ridership-data-for-cities.html
Thank you!
