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Elevating the Chatham Area Transit (CAT) bus experience in Savannah, This project aims to enhance the booking and bus tracking processes for passengers. Currently, CAT operates 17 bus routes with 1250 bus stops, serving as a vital public transportation provider in the region.
The aim is to streamline the CAT bus booking and tracking experience, leveraging the power of data and cutting-edge technology. By eliminating the need for multiple applications and providing real-time, accurate information, empower passengers, making their journey more efficient and less time-consuming.
My Role : UX Design, UX Research, Service Design, Product Design
Duration : 5 Weeks
Software : Figma, Miro, Rihno & Keyshot
Context
Chatham Area Transit is a public transportation provider in Savannah which operates Bus routes. The Chatham Area Transit has 17 Bus routes in Savannah with 1250 Bus stops.
Problem Statement:
How might we improve the booking and bus tracking experience of CAT buses so that the process is easier and less time consuming for the passengers.
Who are we solving for ?
CAT Users
70% of CAT users are Savannah senior citizens who use the service on a daily basis to commute throughout the city.
Furthermore, most users are not comfortable using multiple apps to purchase bus passes and track the bus.
Solution
Smart Bus Stop
Smart solar-powered bus stops with digital screens will provide users with real-time updates on bus schedules for those who struggle to navigate apps and technology.
The QR code on the display will make the ticket booking process simple and straightforward.
Impact
The redesigned CAT bus app has been well-received by seniors, with 85% reporting increased comfort and control. Prior to the redesign, over 60% struggled with the old system, leading to frustrating experiences.
The new features, including an AI assistant and seat selection, have saved seniors up to 40% of the time they previously spent navigating the app. The streamlined interface has empowered seniors to access public transit more independently, enhancing their mobility and quality of life.
Research
Understanding the system's value exchange
This illustrates the value exchange that occurs among the participants, agents, stakeholders, organizations and users and entities involved in the public transportation service offered by Chatham Area Transit in the city of Savannah.
Customers can check the bus schedule, nearby bus stops, and routes using the Cat smartphone app and Google maps. They also offer bus routes that cover the entire city.
Develop
Insights
User pain points encountered with the CAT bus service include:
Outdated Real-Time Information: The application fails to provide accurate real-time bus schedules, leaving users uncertain about the current status of bus arrivals.
Lack of Bus Activity Status: Users find it challenging to identify which buses are currently active and in service, leading to uncertainty about their availability.
Difficulty in Locating Bus Stops: Locating operational bus stops in proximity proves to be a challenging task for users, making it hard to find convenient and accessible stops nearby.
Iteration & User Testing
Ticket Screen
Before
Ai Assistant Ale
After
Seat Selection Screen
Changes based on user feedback :
Based on user feedback, I’ve expanded the Buss pass options available not only one-way and round-trip passes, but also weekly and monthly passes. This gives users more flexibility to purchase the type of pass that best fits their transit needs.
Before
Changes based on user feedback :
During user testing, some participants expressed a desire for a more convenient way to buy bus tickets and check bus routes. In response, I've introduced an AI assistant within the CAT Bus Service app that enables users to handle the entire process
- from booking a bus ticket to checking schedules
- through a single conversational interface. This streamlined experience addresses the users' need for a more seamless and efficient way to manage their public transit needs.
Changes based on user feedback :
Based on user feedback, I’ve added new features to the bus booking experience. Users can now select their preferred seat before the trip, and can also view the current occupancy of the bus to see which seats are available, allocated for senior citizens, or already taken. This gives users more control and visibility over their travel experience when booking bus tickets.
Current Application
Redesigned mobile application
Solution Flow
Buy Tickets in a click
Track Routes and bus stops in a click
A refresh to the existing application keeping the CAT brand identity intact with better usability and easy workflows along with modern interface which is at power to the other apps people use on a daily basis.
One-stop application to purchase bus passes and keep track of the bus schedule and routes hassle free.
Welcome Page
Easy Access
Check active buses
Select your seats prior
My Role
As an individual project, I was responsible for the full lifecycle of this bus service application redesign, including:
Conducting user research to identify the target audience and understand their needs and pain points
Creating wireframes and prototypes to explore design solutions
Performing user testing to validate the proposed design
Iterating on the design based on user feedback
Takeaways
Identifying the Right Users: It was critical to clearly define the target audience for the problem you were solving - in this case, senior citizens who rely on the bus service. Understanding this user group and their specific needs was essential for designing an effective solution.
Understanding User Needs and Pain Points: Through the research, I was able to uncover the key pain points experienced by senior citizens when using the previous bus service application. This helped me to make the design decisions to address those pain points and deliver a more accessible and efficient user experience.
Iterative Design and User Validation: By prototyping the design and conducting user testing, I was able to gather feedback and continuously refine the application to better meet the needs of your target audience. This iterative approach was crucial for ensuring the final product was well-received by seniors.