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Overview
About
This was a group project for my Masters degree, I worked with 4 other people with varying degrees of experience. This project centres on developing a digital solution focusing on sustainable travel. With a deep commitment to environmental well-being, our goal is to create a user-centric digital tool that promotes eco-friendly practices.
The journey involved extensive research, competitor analysis, user-centric investigations, and continuous iteration, resulting in a successful realisation of the project’s objectives.
Research into sustainable travel trends highlighted the need for streamlined platforms to drive environmentally conscious choices. Our app aims to simplify and incentivise greener travel practices, envisioning a future where sustainable transportation is not only necessary but also enjoyable and rewarding.
tools
- Figma
- Jira
- PowerPoint
- Adobe Illustrator
- Adobe Photoshop
skills
- UX Research
- Project Management
- People Management
- Sketching
- Wireframing
- Prototyping
problem
In today’s urban landscape, the pressing challenge of unsustainable transportation choices has become increasingly evident, with detrimental consequences for the environment and quality of life.
- Unsustainable transportation choices in urban environments pose significant environmental and quality of life challenges.
- Despite awareness, integrating eco-friendly travel into daily routines remains difficult due to fragmented transportation systems.
- Lack of a comprehensive platform with real-time information, personalised recommendations, and incentives hinders adoption of greener travel modes.
- This fragmented landscape leads to confusion, inconvenience, and a lack of motivation for eco-conscious transportation choices.
Our mission is to address these challenges by developing a solution that empowers individuals to seamlessly adopt sustainable travel practices, creating a positive environmental impact and a greener future.
Process
Research
- Conducted research on sustainable travel trends, user preferences, and pain points.
- Reviewed existing sustainable travel apps and competitor analysis to gather insights.
- Conducted user interviews to understand needs, challenges, and desires.
Ideation
- Brainstormed ideas for app features and functionalities based on research insights.
- Utilised methods like mind mapping, workshops, and idea boards to generate concepts.
- Drew inspiration from existing sustainable travel apps to create a unique value proposition.
Wireframing
- Due to deviations from the planned flow, opted for prototyping without traditional wireframes.
- Focused on a vertical slice structure showcasing main features and core functionalities.
Prototyping
- Created interactive prototypes using Figma.
- Designed essential screens like Home, Map Interface, Sustainable Travel Options, Route Optimisation, Gamified Rewards, Community Hub, Personalisation Settings, and Profile.
User testing
- Conducted usability testing with potential users to validate the prototype’s usability and flow.
- Gathered feedback on navigation, visual elements, and user interactions.
Refinement
- Incorporated user feedback to enhance user experience, fix usability issues, and improve visual design.
- Ensured seamless navigation, clear information presentation, and consistent aesthetics.
Visual design
- Developed a cohesive visual identity, including colour schemes, typography, and icons.
- Created visually appealing layouts for each screen, focusing on clarity and user-friendliness.
Development collaboration
- Collaborated closely with the team to ensure the design was implemented accurately.
- In a live project I would have provided design assets, specifications, and guidance for coding interactions and animations.
User testing round 2
- Conducted another round of user testing on the interactive prototype to validate improvements.
- Verified that refinements addressed initial usability concerns.
Finalisation
- Fine-tuned the design, interactions, and transitions to achieve a polished and cohesive app experience.
- Reviewed every screen for consistency, alignment with the brand, and adherence to design principles.
Handoff / submission
- In a live project this is where I would deliver design assets, specifications, and guidelines to developers for implementation and provide ongoing support and clarification during the development phase.
- As this was a University project this was where I submitted for grading
Iteration and future steps
- In a live project this is where you would plan for post-launch improvements based on user feedback and usage data.
research
The first step was conducting research to understand user needs and preferences.
- Initial research involved studying existing sustainable travel apps, public transport options, and conducting user interviews.
- Interviews with diverse commuters unveiled insights: public transport delays deter sustainability, real-time information is crucial, and eco-friendly routes are desired.
- Users seek time-efficient cycling/walking options and value user-friendly carbon footprint tracking.
- Community engagement desire emphasizes the importance of a social platform for advice and experiences.
- Insights highlight the need for an all-encompassing app integrating real-time data, route suggestions, carbon tracking, and community features to encourage enjoyable eco-conscious commuting.
Overall, these insights underscore the importance of a comprehensive app integrating real-time data, route suggestions, carbon tracking, and community features to promote eco-conscious and enjoyable commuting experiences.
Key insights
Current Commuting Trends: Participants vary in their commuting methods, with preferences ranging from private cars to public transport and eco-friendly options like cycling. However, most users expressed interest in adopting more sustainable travel modes.
Challenges with Sustainable Transport: Delays and inconsistent schedules were common challenges faced by users when using public transportation. The inconvenience of these factors often pushed users towards less sustainable options.
Value of Real-time Information: Accurate real-time updates on public transportation were highly valued. Users saw this as a crucial feature that could significantly improve their commuting experiences.
Need for Eco-Friendly Routes: Participants using cycling or walking for commuting appreciated safe and efficient route suggestions, indicating a strong desire for recommendations that consider both time and safety.
Environmental Impact Awareness: Many users were motivated by the idea of reducing their carbon footprint. They wanted an app that not only tracked their impact but also presented it in relatable terms, motivating them to choose greener options.
Community and Social Interaction: There was enthusiasm for connecting with like-minded individuals who share an interest in sustainable transportation. Users envisioned a platform for sharing experiences, tips, and advice.
Enhanced User Experience: Overall, users expressed the need for an app that amalgamates real-time transport data with sustainable options. They sought an integrated solution that provides convenience and promotes eco-friendly choices.
Persona
From this research I was able to create a user persona and Jobs to Be Done.
DEMOGRAPHICS
Age: 32 years old
Education: BSc Software Development
Hometown: Manchester, UK
Income: £35,000/year
Occupation: Software Developer
bio
Gulliver is a highly motivated individual who is passionate about both technology and the environment. In their spare time, Gulliver enjoys exploring new technologies, engaging in outdoor activities like hiking and cycling, and staying updated on the latest advancements in sustainable living.
Behaviours
Gulliver is a tech-savvy individual who is comfortable using a wide range of digital tools and applications. They rely heavily on their smartphone for various activities, including navigation, communication, and productivity. Gulliver is an avid user of social media and stays connected with online communities that share their interests in sustainable living and transportation.
Frustrations
Gulliver faces several frustrations when it comes to transportation. Firstly, he has limited knowledge about the sustainable transport options available in his area. This lack of awareness makes it challenging for him to make informed decisions.
Additionally, he perceives public transportation or cycling as inconvenient and time-consuming, which discourages him from considering these options. He also experiences a lack of visibility into real-time public transportation information, leading to uncertainty and delays.
Gulliver desires cost effective and efficient transportation solutions that align with his schedule, but struggles to find suitable options. One of Gulliver’s main frustrations is the limited availability of sustainable transport options in their area.
Goals
Gulliver’s primary goal is to reduce their carbon footprint by incorporating sustainable transport options into their daily commute. They aim to make eco-conscious choices that align with their values and contribute to a greener and cleaner environment.
Gulliver also seeks to save time during their commute by avoiding traffic congestion and exploring efficient transportation alternatives. Access real-time information about public transportation schedules and delays. Track and quantify his environmental impact to stay motivated and monitor his progress.
User story and needs
As a software developer passionate about environmental sustainability, Gulliver wants to find convenient and eco-friendly transportation options for their daily commute. They rely on their smartphone and digital tools to simplify their routines and stay connected with the latest advancements in sustainable living.
Gulliver believes that by integrating sustainable transport options into their lifestyle, they can make a meaningful impact on the environment.
Needs: Gulliver needs an app that provides comprehensive information on sustainable transport options available in their suburban area. They require real-time updates on public transportation schedules, delays, and alternative routes to plan their commute effectively.
Gulliver also seeks a user-friendly interface that simplifies the process of choosing and utilising sustainable transport options. Furthermore, they desire a system that allows them to track and quantify their environmental impact, providing motivation and a sense of progress towards their sustainability goals.
Jobs to be done
1. Get Reliable and Real-Time Transportation Information:
Desired Outcome: Gulliver wants to easily access accurate and real-time information about public transportation schedules, routes, and delays, so he can plan his commute effectively, avoid delays, and make informed decisions about the best transportation options.
Pain Points: Limited visibility into real-time public transportation information, leading to uncertainty and delays in his commute.
Metrics: User satisfaction with the accuracy and timeliness of the provided information, reduction in commute time due to improved planning, and decreased instances of missed connections.
2 Find Convenient and Cost-Effective Transport Alternatives:
Desired Outcome: Gulliver seeks convenient and cost-effective sustainable transportation alternatives that fit his schedule and commuting needs, enabling him to save time, reduce transportation costs, and choose eco-friendly options that align with his values.
Pain Points: Perceived inconvenience or time constraints associated with public transportation or cycling, and a lack of knowledge about the available sustainable transport options in his suburban area.
Metrics: User satisfaction with the convenience and affordability of the recommended alternatives, reduction in transportation costs, and an increase in the use of sustainable transport modes.
3 Simplify the Commuting Experience:
Desired Outcome: Gulliver wants to simplify his daily commute by streamlining the process of finding, booking, and using sustainable transportation options, saving him time and effort.
Pain Points: Difficulty navigating through multiple transportation apps or websites, and the need to make separate bookings for different modes of transportation.
Metrics: User satisfaction with the ease of finding and booking sustainable transport options, reduction in time spent on commute-related tasks, and increased usage of the app for managing transportation needs.
4 Track and Monitor Environmental Impact:
Desired Outcome: Gulliver wants to track and quantify his environmental impact from his transportation choices, staying motivated, seeing the positive impact of his sustainable choices, and tracking his progress towards reducing his carbon footprint.
Pain Points: Limited visibility into the environmental impact of different transport modes, and a lack of motivation to continue making sustainable choices without measurable feedback.
Metrics: User engagement with the environmental tracking features, visualization of individual environmental impact, and user satisfaction with the ability to monitor progress and set goals.
5 Stay Connected with a Community of Like-Minded Individuals:
Desired Outcome: Gulliver desires to connect with a community of commuters who share tips, experiences, and insights about sustainable transportation, engaging in discussions, learning from others, and feeling part of a supportive community.
Pain Points: Feeling isolated in his sustainable commuting efforts and a lack of opportunities to connect and collaborate with like-minded individuals.
Metrics: Number of connections made with other users, participation in communi
analysis
Understanding the competition and business landscape
I analysed some of the already existing companies that do something similar.
CicloGreen:
Key Features: Rewarding eco-friendly travel choices.
Strengths: Focus on tracking individual activities, promoting sustainable travel habits.
Weaknesses: Limited scope
Sojo Mobility:
Key Features: Sustainable travel options, trip planning, and booking.
Strengths: Emphasis on sustainable transportation, offering a range of travel services.
Weaknesses: Potential limitations in terms of user base and geographical coverage. (just uk)
Wheelco:
Key Features: Sustainable travel options, carbon footprint tracking, and rewards.
Strengths: Focus on sustainable transportation and incentivising eco-friendly travel.
Weaknesses: May have limited availability or restricted features
Citymapper:
Key Features: Real-time transit information, trip planning, and navigation.
Strengths: Extensive coverage, real-time data, and user-friendly interface.
Weaknesses: Potential limitations in terms of sustainable travel features and gamification.
BetterPoints:
Key Features: Rewards app for sustainable travel, encouraging eco-friendly choices.
Strengths: Strong focus on incentivising sustainable travel and behaviour change.
Weaknesses: Limited scope in terms of comprehensive travel planning and navigation.
Indirect Competitors:
Google Maps:
Key Features: Maps, directions, and real-time traffic updates.
Strengths: Extensive coverage, reliable navigation, and integrated services.
Weaknesses: Lack of specific emphasis on sustainable travel and gamification.
Waze:
Key Features: Real-time traffic updates, crowd-sourced information.
Strengths: Traffic optimisation, user-generated data, and community engagement.
Weaknesses: Limited focus on sustainable travel and gamification.
Uber:
Key Features: Ride-hailing service, convenient transportation options.
Strengths: Wide availability, convenient booking, and real-time tracking.
Weaknesses: Limited emphasis on sustainable travel and gamification.
Apple Maps:
Key Features: Maps, directions, and real-time traffic updates.
Strengths: Integration with Apple devices, seamless user experience.
Weaknesses: Potential limitations in terms of sustainable travel features and gamification.
Lime:
Key Features: Electric scooters and bikes for short-distance travel.
Strengths: Convenient micro-mobility options, wide availability.
Weaknesses: Focus on specific transportation mode, limited scope compared to a comprehensive travel app.
Data Sets:
Strava Metro: Provides anonymised data on cycling and walking patterns for urban planning and transportation analysis. It can offer valuable insights.
I determined we would sit somewhere inbetween these two companies and that we should provide elements of both to create a more comprehensive transport app.
Ideate
The ideation process for the sustainable travel app involved a dynamic blend of creativity, research, and user-centric thinking. Beginning with a clear understanding of the market and user needs garnered from interviews, our team embarked on brainstorming sessions to generate diverse ideas.
- Brainstorming sessions employed methods like mind mapping, crazy 8’s, workshops, and idea boards to generate diverse concepts.
- Concepts were evaluated based on alignment with core objectives: promoting sustainable transport and enhancing user convenience.
- Competitor analysis inspired ideas by examining features of existing sustainable travel apps.
- Ideation remained fluid throughout, fueled by regular discussions, design sprints, and feedback loops.
- User testing and feedback sessions refined and expanded ideation, adapting the app to evolving user preferences.
- Iterative ideation shaped the app’s features, design, and functionalities to match users’ desire for sustainability, real-time information, community engagement, and environmental impact tracking.
Group Ideation session – Crazy 8’s
Group Ideation session
Design
During the research phase I was looking for words associated with travel and movement, the word Gallivant stood out as it means to go around from one place to another in the pursuit of pleasure or entertainment. I also chose the name Gulliver (Gulliver’s travels) for our persona which we later used in a pitch deck as our mascot and to describe our user journey and frustrations.
During visual research for branding I found the following:
Bright Colours
Generational marketing & colour theory:
- Gen X prefer – natural with bright accents
- Millennials prefer – energetic bright colours
- Gen Z prefer – yellow and bright, contrasting colours.
App Style
Surveyed respondents preferred:
- Clean minimal interfaces
- Neomorphic (subtle contrast using shadow and light) and translucent styles (potential readability issues)
Brand Guidelines for Gallivant App:
Brand Purpose: Gallivant App is dedicated to promoting sustainable and eco-friendly travel experiences. The brand aims to inspire and empower travellers to make responsible choices that positively impact the environment and local communities.
Brand Identity:
Logo: Use the official Gallivant App logo consistently across all brand communications. The logo currently features a location pin with a G with vibrant colours to evoke a sense of adventure and sustainability.
Colour Palette: The primary colours are deep blue/light green (##164B60) and bright green which will be used for accent colour (#A2FF86), representing trust, nature, and sustainability. Use these colours consistently in all brand elements. Secondary colours are dark teal (#1B6B93) and aqua/turquoise (#4FC0D0)
Typography: The preferred fonts for Gallivant App are Avenir Next (Adobe) or Inter (Figma). Maintain a clean and modern aesthetic throughout all written materials be aware of white space and do not over crowd. (FFFFFF) For body text on dark backgrounds (#A2FF86) to be used for headers and hyperlinks. Light backgrounds text should be ( #0F262B)
Imagery: Utilise high-quality images/graphics and illustrations that showcase sustainable travel, nature, cultural experiences, and diverse landscapes. Emphasise the connection between travellers and the environment.
Voice and Tone: The brand tone should be approachable, inspiring, playful and informative. Maintain a balance between professionalism and a friendly, conversational style.
Language: Always inclusive and engaging language that resonates with the target audience. Use of gender-neutral language is preferred unless referring to Gulliver. Highlight the benefits of sustainable travel, the app’s features, and the positive impact users can make.
Messaging: Sustainability Focus: Highlight the app’s commitment to sustainability, eco-friendly travel options, and responsible, safe travelling.
Convenience and Personalisation: Emphasise how Gallivant App simplifies travel planning, offers personalised recommendations, and optimises routes for seamless experiences with a comprehensive community information layer.
Gamification: Showcase the app’s gamified features, rewards, and challenges that engage users in sustainable travel practices.
Community Building: Highlight the opportunity for users to connect with a community of travellers, share experiences, and contribute to a collective impact.
Design Elements: Iconography: Utilise intuitive and recognisable icons to represent different features and functions within the app. App design best practice following standard design principles for accessibility.
Patterns and Textures: Incorporate subtle patterns and textures inspired by natural elements like waves, foliage, or maps to enhance visual appeal. Potentially usage of frosted glass styles too but depends on time constraints. Refer to Otas on his visual design research.
Consistency: Maintain a consistent visual identity across all visuals to build brand recognition and trust.
Usage Guidelines:
- Placement: Position the logo prominently in the top left or centre of app interfaces.
- Clear Space: Allow sufficient clear space around the logo to ensure visibility and avoid clutter.
- Sizing: Maintain appropriate proportions and scaling of the logo across different media.
- Use of Colours: Adhere to the designated primary colours and ensure consistency in their application.
Icons & logos
Design
During the design phase the wire framing was tasked to someone else on the team, the usual process for creating wireframes was not followed so I created a rough user journey for them to follow.
The flow wasnt followed due to their inexperience so the decision to proceed with prototyping without a wireframe was made. The goal was to only show the main features in a sort of vertical slice structure.
- Home Screen: Serves as the main hub for accessing app features, displaying recommendations, recent activities, and search options.
- Map Interface: Displays current location, favorite pins, and nearby sustainable travel options. Interaction includes search and detailed information.
- Sustainable Travel Options: Presents various eco-friendly travel choices with descriptions, sustainability attributes, and community comments.
- Route Optimisation: Enables input of start and end points to show optimized routes based on sustainability and speed.
- Gamified Rewards: Showcases gamification elements, user progress, points, rewards, and encourages sustainable choices.
- Community Hub: Connects users to share experiences through user-generated content, comments, and discussions.
- Personalisation Settings: Allows customization of preferences, sustainability priorities, notification settings, and profile management.
- Profile Screen: Displays user profile, achievements, interactions, and serves as a hub for managing personal information.
This design decision allowed the presentation of core app features, ensuring a focused prototype despite initial deviations from the planned flow.
Home screen and maps
Leaderboard and profile screens
conclusion
While some difficulties were faced around ensuring the group were all on the same page and some of the team contributing more than others, As I conclude this module, I carry forward a newfound appreciation for my project managers and look forward to using what I have learnt in practice.
Overall
It has been valuable for me to go through the entire design process from start to finish and I particularly enjoyed the prototyping phase of this project, again though due to work commitments I do not feel this is a true reflection of my capabilities.