Transport NSW
Team
UX Designers
Researchers
UI Designers
Year
2024
Deliverables
Personas
User Research Summary
Product feature roadmap
Use cases and scenarios
Product prototype
My Role
UX Designer
User Research
UI Designer
The Why
The What
In this four-week sprint, we were tasked by Transport NSW to enhance their Travel App with the goal of increasing installs and user engagement. As part of a large team of 18 designers, my role involved a mix of user research, ideation, and UI design. The client emphasized the importance of addressing a wide range of user needs and providing options for all modes of transport, including metro, train, bus, cycling, and walking.
NSW Transport oversee more than 600 million public transport trips annually, with over 175 million trip plans generated. Given the scale and complexity of these journeys, it was crucial to equip customers with the right tools and information to help them plan, navigate, and self-serve efficiently through their digital devices. Improving the digital experience was essential not only for enhancing customer satisfaction and convenience but also for reducing pressure on physical service channels, ensuring smoother operations, and encouraging greater public transport usage across the state
The How
In close collaboration with Transport NSW’s marketing and CX teams, we executed an end-to-end design process to enhance the Travel App. Starting with comprehensive research, we developed user personas and identified key pain points, uncovering opportunities for improvement.
Through our research, we identified personalization as a high-value feature. We redesigned the homepage to offer a tailored experience for each user, factoring in their location, travel history, and current weather conditions. Travel safety, a long-standing challenge for NSW, was also a key focus. To address this, we designed a 'buddy travel' feature, allowing women to find and message a travel companion directly through the app. Additionally, we introduced a function for users to report safety concerns within the app, further enhancing security for all users.
The existing active trip feature was outdated and lacked interactivity and live updates. I revamped it to provide real-time updates on delays, suggest alternative routes, and offer estimated arrival times, significantly improving the user experience. Overall, these changes helped increase app installs and engagement while offering a safer and more personalized travel experience.
Research Methods
Our research methodology involved a comprehensive approach to understanding user behaviour and pain points for travel apps in NSW. We surveyed 2,000 regular transport users, along with insights from the Safer Cities survey involving 5,500 community members, with over 80% being women. Additionally, we performed intercept interviews with 18 people at key stations (Townhall, Redfern, Kellyville). This was complemented by 14 heuristic evaluations of the Opal app and competitors, as well as our user testing with 7 participants based in NSW.
Key Insights
TripView is highly trusted for its simplicity, with users praising its comfortable and easy-to-use interface.
Google Maps is valued as a one-stop solution for navigation, with users willing to switch between apps when necessary.
Many users are unaware of the Opal app's trip planner, and its interface is often seen as more confusing than TripView's.
Safety plays a major role in transport decisions, with people feeling most secure in busy, active areas.
Key priorities for public transport users include the fastest journey, earliest arrival time, minimal service changes, and the cheapest route.
Most important features include alerts, fare information, live departures, and real-time trip planning
Key Pain Points & Motivators
Proactive and Real-time Updates: Timely notifications about delays, changes, and alternative routes help ensure smoother, more efficient travel.
Simplified and Accessible Navigation: User-friendly apps with clear directions and essential features make it easy to find the best routes, navigate stations, and avoid confusion.
Inclusive and Cost-efficient Design: Language-friendly interfaces and data-efficient features support international and budget-conscious travelers, ensuring clear communication and affordable usage.
Safety and Family Considerations: Features that prioritize safety, such as guidance for safe travel areas, and family-friendly options like pram accessibility, enhance comfort for solo travelers and parents.
Budget-friendly, Multi-modal Travel: Integrated cost-saving options and cycling routes support those on a budget, offering flexibility for students and multi-modal travelers.
The Design
We redesigned the homepage to personalise the user experience based on location, travel history, and weather, providing relevant information for easier journey planning. The updated live travel feature offers real-time updates on delays, alternative routes, and arrival times. To enhance safety, we introduced a 'buddy travel' feature for finding a travel companion and added a real-time safety reporting function for immediate issue reporting.
