Client
Gotlands Kollektivtrafik
Role
UX/UI Design
Team
Adam Alvin & Jacob Cederlund
Year
2024
Gotlands Kollektivtrafik is the primary transportation provider on Gotland, an island renowned for its natural beauty and bustling tourism, especially during summer. The island’s economy thrives on tourism, attracting both locals and visitors to its pristine beaches and cultural landmarks. However, feedback from residents and tourists about the transit app has been largely negative. Users complain about its usability, reliability, and overall experience. Locals are frustrated by technical glitches and inaccurate updates, while tourists struggle with the app’s lack of user-friendly features and guidance. In addressing these challenges, Gotlands Kollektivtrafik faces a crucial moment to enhance its transit solutions. By understanding and addressing user dissatisfaction, the company can improve engagement and loyalty, ultimately enriching the island’s transportation network and visitor experience.
Identifying problems
First order of business was to identify the problem. To understand and fix user problems, we systematically read comments on App Store and Google Play Store. We carefully noted what users said, looking for common themes and specific issues mentioned.
“Functionally, it needs a way to view timetables and a simpler way to access the live map”
“Can’t see bus prices without logging in”
“I can’t find the traffic information button”
Next, comments were categorized based on the nature of the feedback, such as usability issues, technical glitches, feature requests, or general dissatisfaction. This categorization helped prioritize areas for improvement and informed decision-making in the development process.
Testing
Internal testing was conducted to verify the issues mentioned in the user reviews. User testing was also conducted for further verification and or discovery of more problems. Users were assigned various tasks such as searching for trips between point A and point B, giving feedback on any missing features, and identifying which features they use most frequently in other travel apps.
Our short study revealed several key insights. Firstly, users frequently mistook bus numbers for the waiting time at bus stops, indicating a need for clearer labeling. Additionally, many users requested features to display delays and traffic information, as well as the ability to save or favorite frequent trips. Notably, most users did not discover or understand the integrated live map, suggesting that this feature needs to be made more visible and intuitive.
Competitor Analysis
A competitor analysis was conducted, comparing Gotlands Kollektivtrafik with its closest rivals. The findings revealed that Gotlands Kollektivtrafik was not on par with its competitors in terms of various aspects such as quality of service, user experience, and feature offerings.
Define target demographic
Within our target demographic, we identified two distinct groups. The first group comprises locals who reside on the island, while the second group consists of tourists visiting the area. These two groups have distinct needs and preferences due to their different backgrounds and purposes for using the transit service.
Understanding these differences is crucial for tailoring transit services and digital solutions to meet the specific needs and expectations of each group effectively
User journey analysis
A comprehensive user journey was conducted to understand the experience of both locals and tourists using Gotlands Kollektivtrafik. This involved mapping out the entire process of using the transit service, from planning routes to completing a journey.
During the user journey analysis, valuable insights were gathered, including identifying pain points and understanding the user flow. Understanding these pain points allowed us to identify opportunities for improvement in the user experience. Additionally, analyzing the user flow provided insights into areas where the user experience could be streamlined or optimized.
User Stories & Tasks
We utilized a Scrum board to plan our development process. We identified pain points in Gotlands Kollektivtrafik’s services through our user research. From these pain points, we created user stories, each representing a specific user need or improvement. These user stories were then broken down into tasks, detailing the steps required to address the identified issues. Tasks were added to the Scrum board and progressed through different stages until completion.
Style Guide / Design System
We developed a comprehensive style guide for Gotlands Kollektivtrafik, which aimed to maintain the existing brand identity while making subtle enhancements to improve the overall visual appeal and user experience. The style guide outlined guidelines for various design elements, including color schemes, typography, iconography, and UI components.
While retaining the core elements of Gotlands Kollektivtrafik’s brand identity, such as its logo and primary brand colors, the style guide introduced small refinements to enhance the brand’s visual consistency and modernize its appearance. This included adjustments to color palettes to ensure better contrast and readability, as well as updates to iconography to provide clearer visual cues and improve user comprehension.
Wireframes and Mockups
We created wireframes to explore various layout styles for Gotlands Kollektivtrafik’s digital platform. Following the wireframing stage, we transitioned to creating high-fidelity mockups.
Results
The research efforts yielded significant improvements to the Gotlands Kollektivtrafik application, making it more user-centered and enhancing the overall user experience. Here are the key results of the research:
- Accessible Timetable: The application now features an easily accessible timetable, allowing users to quickly view bus schedules and plan their journeys with greater convenience.
- Updated Live Map: The live map feature has been updated, enabling users to track the real-time location of buses and make informed decisions about their travel routes.
- Redesigned Ticket System: The ticket system has been redesigned for clarity and convenience. Users can now easily view ticket options, including prices, and purchase multiple tickets directly within the app. Also, easy access to additional information regarding terms and conditions.
- Ticket Storage: Tickets purchased through the app are now stored directly within the application, eliminating the need for users to carry physical tickets, and providing added convenience during travel.
- New Navigation Bar: A redesigned navigation bar enhances the app’s usability, allowing users to navigate between different sections and features more intuitively.
- Favorite Routes System: A favorite system has been implemented, enabling users to easily bookmark and access frequently used routes. This feature streamlines the process of planning journeys for regular commuters.
- Search History: The addition of a search history feature allows users to quickly access their recent searches, saving time and effort when planning future journeys.
Overall, these enhancements reflect a user-centered approach to design, addressing key pain points identified through research and significantly improving the usability and functionality of the Gotlands Kollektivtrafik application. By incorporating these features, the application aims to provide a more seamless and enjoyable transit experience for both locals and tourists on the island.
In addition to the specific feature improvements, the Gotlands Kollektivtrafik application underwent a significant transformation in its design approach, resulting in a more streamlined and visually appealing interface. The design enhancements focus on simplifying the user experience, reducing clutter, and enhancing readability.
