Wen Weng

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.

🤧

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.

🤧

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.

🤧

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.

🎯

Objectives

Our mission was to identify new user segments and redesign Bus+ to meet their needs.

🎯

Objectives

Our mission was to identify new user segments and redesign Bus+ to meet their needs.

🎯

Objectives

Our mission was to identify new user segments and redesign Bus+ to meet their needs.

🎯

Objectives

Our mission was to identify new user segments and redesign Bus+ to meet their needs.

🥊

Challenges

1. 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?

2. 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.

🥊

Challenges

1. 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?

2. 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.

🥊

Challenges

1. 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?

2. 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.

🥊

Challenges

1. 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?

2. 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.

✨ 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.

🙌🏻 Result & Measurable Successes

🙌🏻 Result & Measurable Successes

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

🥋 Retrospection

🥋 Retrospection

✸

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.

✸

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.

✸

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.

✸

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.

✸

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.

✸

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.

✸

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.

✸

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.

Thank you for reading! Next Project

Thank you for reading! Next Project

LINKSS Designed a scalable B2B website and design system — from brand alignment to component-ready delivery

LINKSS Designed a scalable B2B website and design system — from brand alignment to component-ready delivery

My Choices For All Create inclusive decision-aid website for TGNC individuals

My Choices For All Create inclusive decision-aid website for TGNC individuals

➔ email me

wen.w.weng.ofc@gmail.com

➔ connect me

➔ ✺❊❆✵✹❉

➔ or play a song

➔ email me

wen.w.weng.ofc@gmail.com

➔ connect me

➔ ✺❊❆✵✹❉

Email me

wen.w.weng.ofc@gmail.com

Connect me

✺❊❆✵✹❉

➔ email me

wen.w.weng.ofc@gmail.com

➔ connect me

➔ ✺❊❆✵✹❉

➔ or play a song

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

Made with resistence and love

©Wen Weng All Rights Reserved