Bus+
Redefining Growth for an 8-Year-Old Market Leader
Timeline
Oct 2023 - Dec 2023 (1.5 month)
My Role
UX Design
UX Research
Product Manager
Product Strategy
Team
3 UIUX Designers
2 Researchers
Transportation
APP
B2C
Redesign
Design Competition
This is a product design competition in collaboration with a market-leading company, Bus+, where our mission was to tackle one of their most pressing challenges…
Within our team, I wore multiple hats: I led the UX Research and UX design while also stepping into the role of Product Manager to guide the team, communicate with stakeholders, and define the product strategy.
🤧
Problems
For Users
The APP has many great features and integration. But it takes for first-time user to learn to use it.
For Business
Bus+ is an integrated transportation app that has been a market leader for over 8 years. However, despite its long-term success, growth had slowed down significantly, signaling that the app had likely reached its current audience's saturation point.
✨ Impact
Award-winning
Our solution earned us 2nd place in the competition among 20+groups.
Community recognition
The results were live-streamed on YouTube, attracting over 150 viewers.
Industry influence
Our process and results became a popular article on Medium!
👾 How we started
Hear What The Existing Users and New Users Think
To uncover actionable insights, I designed and conducted interviews with both existing users and potential new users. These conversations allowed us to identify key pain points, expectations, and commuting behaviors, which we then translated into user scenarios.
Affinity Diagram Journey Map To Thoroughly Analysis Feedbacks
People always have different motivation to visit the website and thus have various decision path. We concluded them into 3 different kinds of paths: Leaner, Answer Seeker, and Hesitator.
📌 What We Uncovered
1️⃣
Outdated UI Decrease Young User Engagement
The app's visual and interaction design felt outdated, particularly for younger audiences, reducing their engagement.
Solution:
Rebuild the Design System
Based on the existing design style, we organized and delivered a new comprehensive design system. This could ensure consistency and also streamline future development.
2️⃣
Key Features Are Difficult To Be Found
One of the app's main feature (and also a key DAU metric), "Saving Bus Stops," was overly complex and underutilized.
Solution:
Simplifies Flow of Saving Stops
Elevate the save button and group levels for clear, unified management.
3️⃣
Need for greater usability
Basic functions like the homepage, search bar, and checking bus routes are difficult to use due to poor usability. Efficiency is one of the most important requirements for transportation apps.
Through STP (Segmenting-Targeting-Positioning), we figured current and potential users. To accommodate them, we need to make sure of the high usability of our tool.
Solution 1:
Update Homepage by Removing Unnecessary Features & Rearrange Hierarchy.
We found efficiency and timing are most vital things for our users. They don't need unessential info like the weather in the highlight section on the homepage.
Solution 2:
Update Bus Status Page
The previous version sometimes confused users the heading direction of the bus. Other real-time info were also hided in deeper layer, making it difficult to navigate.
Solution 3:
Update Search Bar And Result Display
Since this app support nationalwide buses, we suggestd making lables for each city on the top for quicker naviagte. And the search bar should integrated bus and locaton searches.
All three key metrics saw significant improvement.
Avg.Tome of Operation and Avg. Statisfaction were all improved significantly.
Prioritize Changes
Even though so many ideas seemed valuable to the product, we selected those who would benefit in most transitionning situation. Then used the RICE metrix to prioritize which should be developed by sequence.
A Through Long-Term Roadmap
We proposed a long-term vision and a 10-year product roadmap to guide Bus+ toward sustained growth
