[Overview]
[Design Process]
[User Research]
In the DISCOVER STAGE, the user research was conducted first to explore the difficulties around international students and through the research to ain insights for generating design opportunities.
Before the deep research, the short interview was started with 17 participants to know what is the most popular transportation around the international students in the UK (Choose from Train, Coach, Bus, Private car, Sharing Car, Airplane). Also, have a rough knowledge of what is the biggest problem when they take public transportation.
For the second stage, the deep interview was conducted with six international students and one local student to gather their personal story with each transport, and therefore to compare each transportation and the difference between of local student and international students.
In conjunction with the interview, Service Safari and Shadowing were conducted at the same time.
[Problems]
All potential problems that passengers may meet are shown in the User Journey Map (Red Words).
[Insights]
Insight of ticket booking& ticket taking process
- The booking history in APP lacks useful information.
- Distinguish the receipt and the ticket is difficult for passengers.
- The ticket taking process of self-service ticket machine is complicated for passengers
- Queuing for the ticket is time-consuming especially for the people who are in a hurry.
- People are always afraid of losing the ticket in the journey.
Insight of experience in the station
- New Station may cause confusion to passengers who never been there before.
- The broadcast is not useful for most international students in a messy environment.
- Informed the platform in advance can reduce passengers’ anxious.
- People tend to ask for help from the staff when they are in a hurry.
Insight of positive experience
- People suffer from less frustration with the increase of the number of using the train.
- Talking to others may relieve passenger’ loneliness.
- Travel with others can solve the problems much quicker.
[Persona]
I developed two personas in the DEFINE STAGE.
According to the length that they live in the UK, their pain points, task goals and experience goals are different.
Persona 1
A girl lives in the UK less than one year, and she always feels stress when she takes train alone. The first reason is the new station and the new environment may cause confusion to her, also sometimes it is easy to miss the broadcast in the station because of the noise and language limitation. What she wants is a journey with timely help, less anxiety and less loneliness.
Persona 2
A man has stayed in the UK more than 5 years and he always needs to use the train for work. He does not like to wait for a long time before boarding. So, his ideal trip is punctual and which could enable him to get real-time information.
Final Persona
After analysing their different pain points and task goals, I chose the Persona 1 and developed it as the final persona Charlie, and generated the final concept based on his point points, task goals and experience goals.
[Final Concept]
［High-Fidelity］
After getting the feedback in the third user testing, mood board was done for adjusting and ensuring key colours and style of all pages
Light Sea Green, Dark Slate Blue, Light Pink, Light Coral and Light Salmon were chosen to involve in the mobile application screens, which will be shown with the white background to let people feel relaxed and fresh. And Dark Green and Purple were used in the Apple Watch interface on the black background with the purpose of helping people stay calm in an unfamiliar station.
