INTERACTION DESIGNER / PRODUCT DESIGNER
GRT-EasyGo
UI/UX Design, Visual Design, Research
A transportive mobile app designed for Waterloo GRT, which modernises the way the GRT users travel through a digital tap and go payment system to convenient their travel experience and fasten the travel efficiency. Integrated diversify ticket purchasing system simplifies long-distance travel
ROLE
Visual Design
UI/UX Design
User Research
TOOLS
Figma
Adobe Illustrator
COLLABORATORS
Mingjun Jiang,
Genevieve Ruth Villamin,
Dara Atewologun
BACKGROUND & CONTEXTUAL INFORMATION
The transit wave of the future
-
Contactless payments is perfect for public transit
-
Rider boarded a bus only to discover that their fare card does not have a big enough balance for the fare - unnecessary delays in boarding
-
Transit riders are looking for speed and convenience. - Only needing to carry one item (smartphone or contactless card) to handle all purchases including use of the transit system, means less waiting, fewer delays, and hopefully an easier trip for them
Journal of Advanced Transportation
-
Some customers do not agree with registration and using personal info
-
The customers were afraid of e-commerce security
-
The users require the possibility to buy tickets not only for registered users
-
The potential users prefer QR code
-
Research shows that potential users require a simple system, access to the main function without registration, flexibility (the possibilities of changing the kind of transport, final destination, etc.) mainly in unexpected situations in traffic (riots, accidents, natural disasters, etc.), protection of personal data, and secure platform for e-purchasing.
LEADING QUESTION
How might we design a payment solution for heavy and occasional GRT commuters that can be used on demand and functions without a physical card so that we increase the speed, safety and frequency of use of the transit system in the Waterloo region?
INTERACTIVE PROTOTYPE
Design Concept
Our app aims to improve the current GRT EasyGo mobile app by adding a payment feature to it.
To reduce cognitive load involved, this solution builds on existing mental models by allowing users to continue the scan to pay feature. It generates a receipt commuters can scan at physical payment touchpoints, we also included a feature to purchase tickets for trips outside Waterloo.
KEY FEATURES
-
Registration
-
Link an existing EasyGo Card, UPass
-
Load Daily, Weekly, Monthly Passes
-
Creating a digital Easy GO card
-
Save Credit/Debit Information
-
Buying intercity tickets
-
Paying via PayPal, Card or Apple Pay
PROJECT PROCESS OVERVIEW
Research
Ideation&
Concept
Wireframing
Prototyping
Evaluation
User Interview
Persona
Red Route Analysis
Competitor Analysis
Site Map
Wireframe
Mood Board
High-Fidelity Prototype
User Testing
Future Development
USER RESEARCH
Target Users
- Frequent and Occasional GRT travelers
Red Route Analysis
User Rearch Insights
Survey
Demographics
-
Aged between 16-24; and 25-49; Female
-
Lives in the Waterloo region; and use public transportation every week.
-
Most of them use cash or coins & EasyGo cards to pay.
Pain Points
-
Not having an alternative way of using their EasyGo card at the event that they lost it
-
Not having enough coins or change to pay
-
Tap sometimes doesn't work or has a slow response in ION terminals
-
Unaware that the balance on their EasyGo card is low
-
Online payments to reload EasyGo card doesn't work
-
Terminals are sometimes down, so you cannot reload the EasyGo cards
Interview
10 out of the 20 survey respondents were interviewed. Commuters are using the train or bus to go to school, work, buy groceries, go shopping, visit friends, go to the entertainment center, visit out of town and as an alternative transportation when their car is not available.
Pain Points
-
Scanning of Watcard or EasyGo card sometimes doesn't work
-
Lack of alternatives to pay at the event that Watcard or EasyGo card gets lost or stolen
-
Sometimes commuters forget their remaining card balance
-
Waiting for 24 hours before the credit gets loaded to their EasyGo cards
COMPETITOR RESEARCH
Transport for London
Value proposition
TfL was the world's first public transport provider to enable contactless payments using bank cards as well as its Oyster card.
Customers are saying...
Contactless has a weekly cap, so you never pay more than a weekly Travelcard would have cost you. Oyster does not yet have a weekly cap, so if you use it for commuting 5 days a week you can end up paying more with an Oyster Card than if you use Contactless.
Pros & Cons
Pros:
- Contactless Oyster cards can be used across all London transport including tubes, trams, buses, etc.
- Also accepts accepts mobile payments from Apple Pay, Android Pay and Samsung Pay.
Cons:
- Mobile payments take a longer time to read than tapping cards that responds in seconds.
- Foreign transaction fees may be incurred for international visitors
.png)
OMNY
Value proposition
Modernizing the way we travel through a digital tap and go payment system
Customers are saying...
“I couldn’t use OMNY in the subway even if I wanted to. They didn’t put those readers near the autogate and I feel 100% left behind.”
- Dustin Jones, a wheelchair user
Pros & Cons
Pros:
- Allows commutes to leave their physical card and pay fares via their phone.
- Speed up entry into buses and subways and reduce costs throughout the transit system
Cons:
- Not all riders have a smartphone or credit card.
- Requires data or Wi-Fi connection on your mobile device.
.png)
Toronto Transit Commission
Value proposition
Presto E-Tickets app enables passengers without a Presto card to buy tickets and save them directly to their mobile so they can be used without an internet connection.
Customers are saying...
‘Bought a monthly pass a couple days before the following month. When I was about to use the pass on the first day of the month, it says my pass is expired.. no refunds or given a fix to the problem, waste of money.
Pros & Cons
Pros:
- Launched TTCconnect, an app allowing customers to purchase a day pass or group pass (weekend/holiday) .
- Presto E-Tickets app enables passengers without a Presto card to buy tickets and save them offline to their mobile device
Cons:
- Most ideal for occasional riders and visitors who may not have a Presto card.
- Requires commuters to activate their ticket shortly before boarding and show it on screen to the driver as proof ofpayment.
Competitive Analysis Insights
SITEMAP
WIREFRAME
Low-Fidelity Wireframe
Medium Fidelity Prototype
.png)
Mood Board
USER FLOW
USER TESTING
Recruitment
-
Round 1 - Medium Fid prototype - 5 Users
-
Round 2 - High Fid prototype - 5 Users
These participants were selected from our 20 survey respondents.
Audience criteria was set to frequent and occasional users of GRT.
Each test lasted for 15-30 minutes. They were moderated and task based sessions conducted via Microsoft Teams. Each began and ended with a 5 minute interview. The tests focused on how efficient, satisfactory and effective the solutions we developed were for users.
FUTURE DEVELOPMENT
Action Points
- Partner with local taxi companies to enable payment via GRT ‘Intercity trips’.
- Further simplify the ‘daily used’ tasks on the app.
- Introduce gamification to encourage downloaders continue using the solution.
- Accommodate for weathers that affect readability of phone screen and till screen.
Next Steps
- Gather team to conduct field observations at a train station or bus in Waterloo Region.
- Complete the build out of the app with usability tests at each iteration.
- Engage marketing and partnerships team to begin initiating strategic partnerships for GRT.
- Incorporate a points-based reward system similar to ‘frequent flyer’ rewards offered by airlines and rider discounts offered by Uber.
- Incorporate AI technology for scanning phones at payment points in GRT buses and trains
Unanswered Questions
- Repositioning and remarketing the GRT app in light of existing complaints
- Guidelines and regulations for creating partnerships
- Technology to facilitate the connection of the app with third party payment companies like Apple Pay and PayPal.
- Iterate and expand other features in the core GRT app to make it more functional for commuters.
Limitations
- Physical observations and testing at point of sale in transit stations not conducted
- Sample size in surveys (20 respondents), interviews (10) & tests (10 in total)
- Older and disabled participants not accounted for.
PROCESS
"Back End" of GRT-EasyGo
Process Document
https://docs.google.com/presentation/d/1A57z1mModmAFHbdtRj05GQ1z58y-qkxAKBp0ySZ3Bi4/edit?usp=sharing
