AR Your Guide
Intuitive AR-guided experience to overcome your anxiety of taking the bus
Challenge
The initial objective was to improve the public transit service in Pittsburgh. Our focus was the bus service, as it is the primary mode of transportation in the city. However, we found that many bus riders were apprehensive about using the bus system due to a lack of reliable and easily accessible information, leading to inconveniences such as getting lost or waiting for extended periods, especially for first-time or inexperienced bus riders.
Solution
Our team practiced User-Centered Innovation Methods throughout the entire process from research, ideation, prototyping and testing. We created an Augmented Reality feature like 'Pokemon Go' that can be integrated into existing transit apps. It provides users with intuitive, simple, and real-time live directions to guide them to unfamiliar bus stops and disembark at the correct location. Additionally, it instructs new bus riders on how to pay, track, and request stops. The purpose is to help riders adapt to the Pittsburgh Regional Bus Transit and take the bus with confidence and ease.
My Role
Design Research, Concept Approach, UX Design, Pitch Deck Design, Presentation
Category
Service Design
Design Research
Interaction Design
Duration
October - December 2022
6 Weeks
Location
Pittsburgh, PA
Team
Piper, Kaila, Sherry, Luke, Saisri, Mei, Ashish
Tools
Figma
Mural
Google Forms
Outcome
The final prototype was tested with 10+ bus riders in Pittsburgh and received positive feedback. Our solution also received strongly positive feedback from relevant experts!
It was featured on the news of Mobility21.
➀
Research
DISCOVER
Desk Research
Concept Mapping
Surveys
Interviews
Observation
PESTLE Analysis
➁
Synthesis
DEFINE
Affinity Diagramming
Personas
User Scenarios
Task Flow Analysis
Value Opportunity Analysis
Decision Matrix
Dot Voting
➂
Ideation
DEVELOP
Crazy 8
Concept Posters
Critique Sessions
Video Scenario
➃
Prototyping
DEVLIVER
Wireframing
Rapid Prototyping
Usability Testing
Iterations
Initial Brief
How might we improve public transit in Pittsburgh?
Background
The Pittsburgh Regional Transit (PRT) operates a fleet of 700 buses, light rail, incline, and paratransit services. The PRT bus is the primary and one of the most affordable modes of public transportation in the city. However, the lack of reliable and predictable bus service can negatively impact a rider's schedule, causing them to be late for scheduled activities and leading to complaints from drivers. This often results in riders seeking more expensive alternative transportation options.
Over 37% of the CMU students are international students who have faced challenges while riding the bus, including finding bus stops, waiting for a long time, and not knowing when to get off the bus. These issues have caused great anxiety about taking the bus, often leading to choosing not to take it.
Not only are we facing the problems...
Focus Q: Why don't people take the bus in Pittsburgh?
Initial Hypothesis: The uncetainties and waiting times may discourage people from taking the bus.
To understand the trends and factors of the bus service and user experiences, we conducted both primary and secondary research. We also interviewed bus riders, bus drivers and experts to discover patterns and pain points related to rider behavior.
Exploratory Research
Methods
For our initial research, we utilized a Concept and Stakeholder map and PESTLE Analysis to gain a better understanding of the problem from a systems perspective. We realized that scheduling, frequency of buses, safety, accessibility and wait time are major issues that we can focus on.
Concept Mapping & 5 Whys
After desk research, concept and stakeholder mapping, and considering relevant Whys and Why Nots, we decided to focus on the rider experience.
PESTLE Analysis
The analysis revealed that accessibility, health & safety, innovative technology, uncertainty and sustainability are the key factors and trends of the bus service.
Findings:
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Only 55% of Americans have access to public transportation
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For those who do, communication technology is limited, resulting in an average daily wait time of 40 minutes.
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Bus drivers lack timely information and effective communication methods, which can lead to confusion, safety concerns, and budget constraints.
We interviewed the Program Manager of Traffic 21 who provided resources and knowledge about the current transit system and has 20+ years of transportation experience. She also acknowledged the complexity of solving public transit issues and suggested us choose an interesting topic.
Online Surveys & Interviews
36 Responses in Online Surveys
12 Interviews in Total
→ 2 experts
→ 7 bus riders
→ 3 bus drivers
Key Findings:
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83% said that shorter wait times were crucial.
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80% selected bus frequency as a top priority.
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70% mentioned the importance of accurate bus information.
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If a bus passes by because it's already full, it can have serious consequences in terms of a person's time and safety.
We used these data to identify areas where we could improve our product.
Observation & Role Play
We observed bus facilities, drivers' and riders' behavior regarding waiting, boarding, and riding and did the role play.
Findings:
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A lot of bus stops don't have stoplights, covered spaces, and lighting.
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Some people didn't know how to pay the bus fee, which led to a more extended period of the boarding time.
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The information on the screen inside the bus was hard to read, making it difficult to know when to get off.
We analyzed research data to understand user pain points and needs and created a list of potential product opportunities. We then narrowed down the list using decision-making techniques to identify the most relevant and impactful opportunities.
Through affinity and emotional mapping, we discovered that the accuracy and accessibility of bus information were the primary factors people did not choose to take the bus. These factors had a significant impact on the navigation, planning, waiting, and riding experience.
Synthesis
Target Users
Based on the Pittsburgh Regional Transit Fiscal Year 2022 Budget, we found that 28% of riders are students and healthcare workers, which drove our decision to focus on two main target users.
Students who are new to the public transit system in Pittsburgh and need assistance in navigating the city using buses.
I was anxious about my first bus ride in Pittsburgh. Even with Google maps, I'm clueless about the bus situation and, to add to my worries, I had waited at the wrong bus stop for more than once.
Emma
23
Graduate Student
New to Pittsburgh
Takes buses to explore the city
Bio: Sarah is a college student who relies on the public transit system to commute to her classes and desired destinations like grocery stores and social activities. She finds the transit system confusing and overwhelming. She is anxious about getting lost, missing her bus, and being late for her classes and job.
Commuters who rely on the public transit system to explore new destinations within Pittsburgh and need accessible trip information to plan journeys effectively.
Waiting for the bus makes me feel really worried, especially when it's late or doesn't show up at all. So, I have to get an Uber to make sure I don't arrive late for work or important appointments.
James
32
Office Worker
Has been living in Pittsburgh for several years
Take buses to visit new or unfamiliar destinations
Bio: James is a regular bus commuter who takes the bus to work and run errands. He is familiar with the bus routes and schedules. However, he still experiences anxiety and stress when he has to take a new or unfamiliar bus route. He also dislikes waiting for the bus, especially when it's hot or cold outside.
Task Flow Analysis
To further understand the riders' behaviors and goals, we analyzed the task of taking the bus from planning, waiting, boarding to riding. We observed that riders use multiple methods to obtain information about their bus ride from visually navigating to consulting the tools like the Transit app or Google Maps.
We found that the lack of accurate information not only affects the task of riding the bus but also impacts other steps involved in the process.