I appreciate how Citymapper empowers us all to use our cities infrastructure more efficiently, reducing time, costs and connecting you to your city…but can it be better? In this personal project, I tried to revisit an app that I use everyday and see how I can improve its digital experience.
Citymapper just recently launched Smart Ride in London and whereas the idea of reinventing the bus is great, there is always room for improvement. I tried to give myself a day to gather as much information on the app experience as possible and come up with a solution using design thinking.
A designer’s task is not only to show the right way to build something but also figure out which are the right things to build. I believe that in order to really improve a product, it’s necessary to understand and investigate user behaviours, needs, and motivations in order to draw informed conclusions.
Using a human centered approach, I started my research by conducting two user interviews, one with a customer who has taken the Smart Bus several times and one with a driver. By listening to their hopes, needs and frustrations, I uncovered what’s most desirable; improving the pick up experience. I then brainstormed to determine a range of solutions that could appeal to the users and started to narrow down the choices based on what is technically feasible (including TFL restrictions) and how to make them financially viable.
The map is hard to read
– bus stops are not visible
– you cannot see the live bus flow
– it’s hard to book and it often fails
– the map is a bit lighter
– rather than highlighting the areas that haven’t been covered, I tried highlighting the areas that are part of the network
– adding a “live bus” icon underneath the traffic one to see the demand
– simpler map with bus stops marked in circles
– start and end like in the rest of the app
– instead of just saying “cannot plan a trip right now”, mention why so the user can find an alternative. Is there not enough demand? Is the route too long or unavailable?