Our process
To better understand the customer problem, the team interviewed 8 new to public transport (PT) customers. We distilled insights and quotes from these interview sessions and were able to identify and group these into key themes. As an added challenge, this project took place during a NZ covid lock-down period, so all interviews, workshops and testing sessions were held in a virtual environment (MS Teams, Miro, figma etc.).
After speaking with customers we gathered key quotes, themed insights and highlighted the common problem areas (there were lots!). We then created personas and work-shopped journey maps to identify specific stages of the journey that were causing new customers problems and difficulties.
Our understanding of the segmentation of new users.
With the insights and problem statements from our explore phase, we held ideation sessions with subject matter experts and the core team to ideate and prioritse ideas that might solve some of the problems that our customers were facing in when trying Public Transport for the first time. During ideation sessions I was responsible for wireframing and rapidly storyboarding and prototyping concepts using Figma and Illustrator. These concepts would be presented back to the team during or shortly after the workshops in order to iterate and refine them quickly.
You can check out the Figma testing prototypes here: New to PT Prototype
Excerpt from an All Hands session on the New to Public Transport project
“I was surprised how fast we were able to get quality working prototypes together – just hours after the ideation and storyboarding sessions. This meant we could test ideas really fast and quickly leave behind ideas that didn’t have legs.” - Product Owner
Once the prefered ideas and prototypes had been prioritised, we tested these with 8 customers using a combination of Figma and Teams video calls. We were able to refine and update prototypes between interviews to ensure the concepts were continuously evolving to better suit the customer. Some tested really well (others not so much), but we came away with six viable and effective concepts with customers and presented these to product owners and senior executives to be taken forward.