Content
Bus+
Public Transit App in Taiwan.
Bus+
Public Transit App in Taiwan.
Bus+
Public Transit App in Taiwan.
ReDesign
Transportation
Mobile App
B2C
My Role
My Role
Product Manager
Strategy & UX Designer
UX Reseasher
Product Manager
Strategy & UX Designer
UX Reseasher
Team
Team
Wen Weng
Zozoi Shih
Alicia Lee
Wen Weng
Zozoi Shih
Alicia Lee
Rory Lin
Miyuki Kyu
Maggie Lin
Rory Lin
Miyuki Kyu
Maggie Lin
Context
Context
2023
7 weeks
Industry-Sponsored
Design Competition
2023
7 weeks
Industry-Sponsored
Design Competition
Challenge
In its 8th year, Bus+ faced growth challenges.
Although Bus+ seemed to have a good reputation in the market, the gradually leveling off of user growth indicated that Bus+ had reached the maturity phase of its product life cycle. We had to make some changes to extend its product life.
In its 8th year, Bus+ faced growth challenges.
Although Bus+ seemed to have a good reputation in the market, the gradually leveling off of user growth indicated that Bus+ had reached the maturity phase of its product life cycle. We had to make some changes to extend its product life.
Task Goals
Design cost-effective solutions with high commercial value.
Identify key strengths and weaknesses against competitors.
Expand the user base without losing existing users.
Design cost-effective solutions with high commercial value.
Identify key strengths and weaknesses against competitors.
Expand the user base without losing existing users.
What We Did First
We tested the app ourselves. Then we collected information inside the company, regarding their future wishes to Bus+ and how did they think about their product market fit.
By doing so, we've figured Bus+'s business model. We set the most vital fator that effected profit to be our North Star Metric.
We tested the app ourselves. Then we collected information inside the company, regarding their future wishes to Bus+ and how did they think about their product market fit.
By doing so, we've figured Bus+'s business model. We set the most vital fator that effected profit to be our North Star Metric.
ok so we understand what Bus+ wants
but what do the users need?
ok so we understand what Bus+ wants
but what do the users need?
ok so we understand what Bus+ wants
but what do the users need?
Interview 2 groups
To figure what current users liked/disliked about Bus+, or what made them choose other products, We interviewed both Bus+ users and non-users. Then we realized that it might be risky to expand target users for that moment, considering current users actually had trouble using the app, along with other issues as well. So We adjusted our straegy.
To figure what current users liked/disliked about Bus+, or what made them choose other products, We interviewed both Bus+ users and non-users. Then we realized that it might be risky to expand target users for that moment, considering current users actually had trouble using the app, along with other issues as well. So We adjusted our straegy.
Adjusted project strategy after interviews
Through STP (Segmenting-Targeting-Positioning), we figured current and potential users
Consolidat & Extract
from the Interview
analyzing interviews is a big task. We used muitiple tools to help visualizing the pattern. Then came out with 4 insights regarding the whole bus-taking experience.
analyzing interviews is a big task. We used muitiple tools to help visualizing the pattern. Then came out with 4 insights regarding the whole bus-taking experience.
issue
issue
01
01
The key North Star metric, "Saving Bus Stops," is surprisingly the hardest feature to use.
issue
issue
02
02
Great cross-county service, yet often unnoticed.
issue
issue
03
03
Need for greater universality for diverse commuters.
issue
issue
04
04
Outdated design lowers young user engagement.
Design Details
Based on the issues we found from the interviews, we came out with some solutions to address ezch issue. Below are the Before/After figures.
Based on the issues we found from the interviews, we came out with some solutions to address ezch issue. Below are the Before/After figures.
issue
issue
01
01
The key North Star metric, "Saving Bus Stops," is surprisingly the hardest feature to use.
The key North Star metric, "Saving Bus Stops," is surprisingly the hardest feature to use.
Change:
Simplifies Flow of Saving Stops
Change:
Simplifies Flow of Saving Stops
Elevate the save button and group levels for clear, unified management.
Elevate the save button and group levels for clear, unified management.
issue
issue
02
02
Great cross-county service, yet often unnoticed.
Great cross-county service, yet often unnoticed.
Change: Home Page
Change: Home Page
Remove unused home page features and rearrange hierarchy.
Remove unused home page features and rearrange hierarchy.
issue
issue
03
03
Need for greater universality for diverse commuters.
Need for greater universality for diverse commuters.
Change:
Update Bus Status Page
Change:
Update Bus Status Page
Redefine block proportions and display methods for easy-to-read directions and information.
Redefine block proportions and display methods for easy-to-read directions and information.
Change: Search Bar
Change: Search Bar
Enable the home page search bar to find buses and locations.
Enable the home page search bar to find buses and locations.
Change: Data Collection
Change: Data Collection
Report issues with a single 2 clicks.
Report issues with a single 2 clicks.
issue
issue
04
04
Outdated design lowers young user engagement.
Outdated design lowers young user engagement.
Change:
Rebuild the Design System
Change:
Rebuild the Design System
Reunify design style and details, further shape brand identity.
Reunify design style and details, further shape brand identity.
now seems too many changes coming…
now seems too many changes coming…
now seems too many changes coming…
Prioritize Changes
Since so many ideas seemed valuable to the product, it's not effecient to take them all. We selected those who would benefit in most transitionning situation. Then used the RICE metrix to prioritize which one should be developed by sequence.
Since so many ideas seemed valuable to the product, it's not effecient to take them all. We selected those who would benefit in most transitionning situation. Then used the RICE metrix to prioritize which one should be developed by sequence.
Post Usability Test
Every design strategy should has evidence to prove its effectiveness. After the initial mockup, we post-test it to figure whether it satisfy the users.
1.0 the searchbar on the homepage seemed inconspicuous, and…
1.1 Iterate the mockup
Every design strategy should has evidence to prove its effectiveness. After the initial mockup, we post-test it to figure whether it satisfy the users.
1.0 the searchbar on the homepage seemed inconspicuous, and…
1.1 Iterate the mockup
Review
This project was reviewed not only by the stakeholders, also other senior designers. They was satisfied by the design with thoughtful details and sophisticated business strategy. The project was presented on-air on the Youtube.
This project was reviewed not only by the stakeholders, also other senior designers. They was satisfied by the design with thoughtful details and sophisticated business strategy. The project was presented on-air on the Youtube.
Picturing Vision
Our ultimate vision is to start from Bus+ as a single point of departure, leveraging Bus+'s many years of deep cultivation in the 2C market. With its robust and mature foundation, we aim to collaborate with government entities and transportation providers. Ultimately, we aspire to become the builders of a MaaS (Mobility as a Service) ecosystem in Taiwan.
Our ultimate vision is to start from Bus+ as a single point of departure, leveraging Bus+'s many years of deep cultivation in the 2C market. With its robust and mature foundation, we aim to collaborate with government entities and transportation providers. Ultimately, we aspire to become the builders of a MaaS (Mobility as a Service) ecosystem in Taiwan.
My takeaways
Innovation is great, but never forget user experience.
Innovation is great, but never forget user experience.
Initially, we aimed to introduce new features to Bus+ to make the project stand out design-wise. However, all user research indicated that it was not the right time for major changes. When faced with the dilemma of innovation, we chose to listen to our users.
Initially, we aimed to introduce new features to Bus+ to make the project stand out design-wise. However, all user research indicated that it was not the right time for major changes. When faced with the dilemma of innovation, we chose to listen to our users.
Marketing Matters
Marketing Matters
In one of our surveys, we interviewed users of competing products to understand how they discovered the product. Surprisingly, most people started using it just because they had heard about it, without comparing it to other products. As a product designer, I realized that to maximize a product's impact, marketing strategy is crucial. It serves as the gateway to the product. Having a business mindset helps make our thinking more comprehensive and inclusive.
In one of our surveys, we interviewed users of competing products to understand how they discovered the product. Surprisingly, most people started using it just because they had heard about it, without comparing it to other products. As a product designer, I realized that to maximize a product's impact, marketing strategy is crucial. It serves as the gateway to the product. Having a business mindset helps make our thinking more comprehensive and inclusive.