Challenge 1: Design Thinking
Challenge 1: Design Thinking
The client: Citymapper
Citymapper is a transport app for cities. It uses the power of mobile and open transport data to help humans survive and master them.
Citymapper builds mobile apps and routing and develops (transport) data about cities, everywhere in the world where it can make a difference such as New York, Paris, Barcelona, Berlin, Amsterdam, Rome, London, Moscow, Singapore, Los Angeles…
It has a small dedicated team, with HQ in London, and some based around the cities of the world.
Task: Create a feature for this app that solves the pain of having to purchase different public transport tickets by different channels.
Empathize: Personal Introspection
· What is the problem?
Too much different amount of public transport tickets. From my interviews, users think that the process is annoying (queue, broken vending machines etc.).
· Who is the audience?
Foreigners, tourists, students…
· Who are the concurrents?
Google Map, Waze, RATP, SNCF, Moovit, Vianavigo, Mappy…
· What’s the main feeling ?
The users report that they are frustrated, don’t like to waste their time and feel fear of losing their tickets.
Interview of users from my environment
I started thinking about useful questions to ask to the users. Who are they? What do they need? What was their experience with tickets in general? Was it a good or a bad experience and why?
I wrote everything down on a sheet of paper, before realizing that the questions may not be understandable because of their order >_<
So I cut up every question to put them in the right order. After that, I glue them all on a new paper and I was ready to go to my users! :)
In parallel, I made a Google Form with the same questions, so I could have a report at the end.
You can find the interview below :
According to the report, users mainly buy tickets using the vending machine 50%, 33% go to the ticket office (because you can also ask for information) and 16,7% use their phone.
According to the users here are the pain points:
· Vending machine often out of service · Waste of time:
“The vending machine are often out of service. And there are usually many people waiting for it or waiting for ticket office. Big waste of time.”
“I missed my train because every vending machine were out of service.”
“I don’t like having to go to the ticket office.”
· Too much people waiting in line:
“I hate having to do endless lines to buy tickets.”
“I missed my train and I had to queue for a long time at the station ticket office to change my train ticket.”
· Fear of damaging or losing the ticket:
“Digital ticket is great. Paper ticket, not as good, fear of losing or damaging it.”
· It can stop working if it’s demagnetized · Tickets are too small:
“Too small, can easily get lost, can be demagnetized and when it happen you have to go back to the ticket office and stand in line again.”
“I have had a problem with demagnetized tickets, so I couldn’t get out. At this station, nobody to talk with, no ticket office, people was looking at me suspiciously. Hopefully someone told me to come with her using her ticket!”
· Have to pay attention to the validity time and what it is for:
“You have to pay attention to the period of validity, you can’t use a metro ticket to take the bus.”
User mostly prefer to buy 1year lasting tickets:
“I like buying a ticket I can use all year long.”
Talking about favorite tickets, users are separated into 2 different parts :
50% prefer physical card.
Because it’s easy to carry, it’s solid it can’t be torned folded etc., it’s convenient and rechargeable.
On the other hand, 50% prefer digital card.
Because it’s convenient, you don’t have to care about where to keep it, and you can’t lose it, no more paper or plastic and it’s better for the planet.
According to majority of the users, they prefer to buy tickets through an app or online. 66,7% think that an appli could be a good solution to tickets problem.
When buying tickets, users are looking for: rapidity, efficiency, easiness, affordability, information about the ticket, convenience, simplicity and disposability.
Then I asked them to describe their past and current experience with tickets in general. And the majority said it was a good experience.
In addition to that, I wanted to know their worst experience.
The key issues which came out are: Machine vending out of service, ticket lost or demagnetized, no coins to buy a ticket in a bus (no credit card accepted), and queuing.
The main problem: Buying tickets. It takes too much time and when you finally get the tickets it can be lost or damaged.
Ideate: Finding a solution
Implante each user a chip that would store all information from the users transport card?
Add a section in the current mobile app Citymapper?
What I’ve learned throughout this process
I really liked the questioning part. It was really interesting to know about the user’s feelings and habits, the little fun facts, bad experiences etc. I think it’s the most important part to do, before analyzing the answers and coming with a solution.