First steps in UX — Design Thinking
As part of the pre-work in preparation for my following Bootcamp at Ironhack, I would like to present my reflections on some new features improving the UX of Citymapper. I am using Design Thinking based on a human-centered approach, especially shaped by David M. Kelley during working at Stanford University (founder of IDEO and Stanford d. school).
The app was launched in 2011 in London by its founder Azmat Yusuf. This summer the app and web application included the public transportation of 58 cities around the globe. Users receive a combination of public transit and mapping service, integrating data for different urban modes of transport like walking, cycling, driving, and public transport.
Before engaging in the process with Empathize, Define, Ideate, and Prototype, I ask myself relevant questions like:
- What problem am I solving?
- Who is my audience?
- Who is my client’s competition?
Empathize
First, I start with 5 user interviews trying to get different users with different use cases and perspectives. The answers are varying between users wanting to go on a 1-week vacation, on business trips, or live abroad for a student exchange. Observation is key — and really shows me that different people have different problems in mind.
Define
Users have one problem in common, which I noticed during different interviews. Almost all the people I interviewed, are using Google Maps to look up their routes before using machines to purchase paper tickets and are left with uncertainty whether or not they got the right one.
City travelers are distracted by bad user experiences when buying and using paper tickets. Not only do they have to buy different paper tickets for certain areas, but they also tend to forget which of all these tickets the current one is.
Ideate
Based on the conducted interviews I want to combine the payment process within the navigation app Citymapper.
My main focus is to integrate a simple and quick purchase area within the current user workflow, to meet users where they are. Therefore, I include a Pay & Go button next to the Go button used for navigation. Additionally, I add a simple ticket purchasing screen. On the next screen, the purchased ticket is presented and ready for scanning during a ticket control. From a user's point of view, it is crucial to simplify the process of purchasing when travelers need to catch a certain bus or train on time.
Prototype
Learnings
I would like to summarize the most important parts once again.
Overall, user interviews are crucial for good human-centered design. While interviewing I have developed a good sense for the variety of different use cases and individual needs. The interview process helps to focus on the most important aspects, when there are so many possibilities, of redesigning an app. Prototyping can be a complex process and it is important not to quickly stick to one option only, but to iterate as much as possible early on. This has been my experience so far, but I am sure there is a lot more to learn. I am looking forward to the adventure!
Thanks for reading :)
