Yoobee UX Design Assignment
In 2021 I completed Yoobee college’s 7 week UX Micro-credentials course. This seven-week course covered the full process of UX Design and solidified my experience and understanding of all things UX.
As a part of this course I was required to undertake an assignment to improve the public transport payment experience. The problem: People lose their transport cards on a regular basis and often forget to tag off which creates other issues.
To get a better understanding of the problem I undertook research into Auckland transport’s customers, the current state, any current restrictions and areas of opportunity. I then interviewed a cross-section of Auckland’s public transport users, ensuring there was a range of demographics and abilities amongst the interview participants. With information from these interviews, I was able to better understand the problems that customer were having with transport payments and summarised these into 8 key themes.
Building on the information uncovered during research I created personas to encompass the needs and behaviours of Auckland Transport’s customers.
Using the created personas, I built out customer journey maps to highlight the painpoints and ‘moments that matter’ in the customer’s journey. This journey map was initially created using Miro.
For storytelling purposes and to make the journey explicitly clear for stakeholders, I created a more visual version of this journey map using Illustrator and InDesign.
With the personas and journey maps as a storytelling and information tool, I ideated potential solutions and opportunities with small groups of customers. These solutions were ranked/prioritised depending on the nature of the problem being solved.
As part of the assignment, I spent some time reimagining Auckland Transport’s branding. In doing this I was able to be creative with new colours, icons and imagery.
With a list of potential solutions in place, I created a site map of where these solutions might sit in the digital space. I also specified a theoretical situation based on the highest priority problem for cutsomers.
Situation: Thanks to Connect’s marketing campaign, our persona, Ben is aware of the new digital C Card function of the Connect app. He wants to connect his physical card to be able to use the digital payment function. He later loses his physical card so needs to freeze it and either order a new one, or find the old card.
I created a user flow for the selected solution. Using Balsamiq, I wireframed the features and steps of the solution. I then converted these wireframes into a high-fidelity, functioning prototype using Figma.
With a functioning prototype ready for user testing, I re-engaged my original customers from the interview phase to test with. Using MS Teams and a Figma link, customers were able to interact with the prototype as they commentated their experience and feelings.
The usability findings were then summarised to allow for further iteration and refinement.