Mobile App Design at TransDev


UX challenge: Make the Flex Public Transport app easier to use.

Team: Product Owner, SCRUM Master, Business Analyst, IT Architect, Off shore development team Romania

UX challenge: Make the Flex Public Transport app easier to use.

Team: Product Owner, SCRUM Master, Business Analyst, IT Architect, Off shore development team Romania

Insights

The first thing I did is observing and researching the existing Flex Transport application and it's history. The running app is based on the framework of the discontinued Abel taxi initiative.

Is what you’re offering in line with what the customer wants?

valuemap

Value Map

I interviewed as much people in the company as possible who worked on the project to get a complete overview of what worked and didn’t work and especially focusing on behaviour, adaptations, what people care about, patterns and the unexpected. 

customerprofile

Customer Profile

I also interviewed several travelers and asked open questions to find out their behaviour, adaptations, what they cared about and the unexpected.

Customer Profile

I also interviewed several travelers and asked open questions to find out their behaviour, adaptations, what they cared about and the unexpected.

In an ideal situation the Value map of the product and the Traveler Profile should fit. But in this case it became very clear that the Value map of the company was very different from the Traveler’s expectations. 

Observations

  • Travelers want a complete trip not just the trip from the train station to home. 
  • Unexpected: A lot of travelers became skilled at planning their trip with different apps (NS app, bus and flex app, OV bike, Greenwheels..)
  • Because of the fixed public transport price and car fleet the flex transport system would inherently be less available the more successful it would become.
  • In the company the Transdev manifesto, story and mission statement wasn't on everyone's mind while building new applications. 

Insights

Offer travellers a single complete travelplan for a trip embedding flex transport into the available trip planners.

Allow local travelers to plan their trip with the standalone flex transport app and empower them to travel without owning a car. 

Ideate

After making sure our values are in line with the customer’s values I started several in-house brainstorm sessions. The goal of the sessions was to come up as with many ideas as possible without going into too much detail.

Don’t rule out ideas that seem too edgy or risky. Further out ideas are really important early on. Embrace them. 

unsplash-image

After the brainstorm sessions we had a different converging session in which we started sorting and filtering ideas. 

Prototype

After the unstructured phase of ideation that produced a busload of ideas which are both smart and crazy solutions, we narrowed the options down to the best possible solution taking in mind:

  • Desirability (Human)
  • Viability (Business) and
  • Feasibility (Technology).
Onboarding Proposal

Build and learn

Before actual coding, I build multiple detailed clickable prototypes with Sketch that I shared and used as a learning tool.

It is so much easier to make quick changes in this stage compared to during coding.

This is the time to fail fast and iterate to a better version. 

Test and Iterate

We tested the prototypes with both Business and Travelers.

While testing and iterating, I created a Design System in Sketch based on the recently released Transdev brand style guide.

Automating the design process makes adding a new app or feature blazing fast.

Buttons & Inputs

Specific tools and experience

Sketch, Invision, Adobe XD, Indesign, Atlassian(Jira, Confluence)

Experiences

  • Design system creation based on Transdev branding.
  • Responsive design for web, iOS and Android
  • Optimising presentation slide decks by improving the story line and graphics.
  • Working with developers in Romania.
  • Gained in-dept knowledge of the public transport industry and its digitalisation. Optimised Flexible Public Transport systems and involved with government Tender bidding process for the upcoming Mobility as a Service (MaaS) implementation in the Netherlands.
  • Worked closely with the CTO and other experts in the company. 

Koen van der Veldt
is a product designer

Email
koenvanderveldt[at]gmail.com

Email
koenvanderveldt[at]gmail.com

Email
koenvanderveldt[at]gmail.com

Email
koenvanderveldt[at]gmail.com