Bus+
Bus+
Bus+
Redefining Growth for an 8-Year-Old Market Leader
Redefining Growth for an 8-Year-Old Market Leader
Redefining Growth for an 8-Year-Old Market Leader
Transportation
Mobile App
B2C
ReDesign
My role
UX Design, UX Research, Product Manage, Product Strategy
I participated in 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.
I participated in 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.
The Product and Goal
The Product and Goal
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.
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.
Our mission was to identify new user segments and redesign Bus+ to meet their needs.
Our mission was to identify new user segments and redesign Bus+ to meet their needs.
Challenges
Challenges
Identifying new users
Identifying new users
The market for public transportation is vast, with users ranging from teenagers to seniors. However, how can we determine who the next potential user of Bus+ is?
The market for public transportation is vast, with users ranging from teenagers to seniors. However, how can we determine who the next potential user of Bus+ is?
This was a difficult discussion. Bus+ wanted to target seniors, but after our research, we realised this may not be the best immediate focus. We therefore convinced them by showing the segmenting report.
Balancing old and new users
Balancing old and new users
We had to ensure that any changes would appeal to potential new users while maintaining a seamless experience for existing ones.
We had to ensure that any changes would appeal to potential new users while maintaining a seamless experience for existing ones.
Process: Insight-Driven Redesign
Process: Insight-Driven Redesign
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.
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 analysis for interviews.
Affinity diagram analysis for interviews.
Here’s what we uncovered
Here’s what we uncovered
Outdated design
The app's visual and interaction design felt outdated, particularly for younger audiences, reducing their engagement.
The app's visual and interaction design felt outdated, particularly for younger audiences, reducing their engagement.
Solutions:
Key features are difficult to find
Surprisingly, the app's main feature, "Saving Bus Stops," was overly complex and underutilized.
Surprisingly, the app's main feature, "Saving Bus Stops," was overly complex and underutilized.
This key feature is infuriating for users to use and find.
This key feature is infuriating for users to use and find.
Solution:
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.
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.
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:
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.
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.
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.
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.
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.
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.
Outcome: Measurable Success
Outcome: Measurable Success
All three key indicators saw significant improvement.
All three key indicators saw significant improvement.
We delivered a design system that streamlined future development and ensured consistency
We delivered a design system that streamlined future development and ensured consistency
We proposed a long-term vision and a 10-year product roadmap to guide Bus+ toward sustained growth
We proposed a long-term vision and a 10-year product roadmap to guide Bus+ toward sustained growth
Impact
Impact
Award-winning: Our solution earned us 2nd place in the competition.
Award-winning: Our solution earned us 2nd place in the competition.
Community recognition: The results were live-streamed on YouTube, attracting over 150 viewers.
Community recognition: The results were live-streamed on YouTube, attracting over 150 viewers.
Timeline
Timeline
Oct 2023 - Dec 2023
(1.5 month)
Oct 2023 - Dec 2023
(1.5 month)
Role
Role
UX Design
UX Research
Product Manage
Product Strategy
UX Design
UX Research
Product Manage
Product Strategy
Team
Team
2 UX Researchers
3 UIUX Designers
2 UX Researchers
3 UIUX Designers
Thank you for reading! Next Project
Thank you for reading! Next Project
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Made with resistence and love
©Wen Weng All Rights Reserved
Made with resistence and love
©Wen Weng All Rights Reserved
©Wen Weng All Rights Reserved