IBM. Travel & Transportation //
TRAIN TICKETS FOR TRAIN ATTENDANTS
PRODUCT DESIGN / STRATEGY / UX / UI DESIGN / USER RESEARCH / USABILITY TESTING
OVERVIEW.
As the Lead Product Designer for the iOS MobileFirst Travel and Transportation team, I worked directly with the Project Manager, Product Owner and Engineering teams to evaluate, research and design the various enhancements for the Train Tickets iOS app used by Ticket Conductors/Attendants working for ÖBB an Austrian National Railway company.
Ticket Attendants are now: Efficiently able to manage their onboard duties and provide a better customer experience by: selling tickets, checking their reservations, validating schedule information, selling seat upgrades and identifying opportunities to cross-sell other products.
ROLE. PRODUCT DESIGNER
DURATION. 6 MONTHS
TOOLS. SKETCH, FIGMA, APPLE KEYNOTE
Responsibilities.
I was responsible to gather requirements, create personas, create the lo-fi to hi-fi screens, interaction designs and present them to a preliminary group of stakeholders and iteratively develop new additions over a 6-7 month period to completion. During the tenure, I worked quite closely with the Users, Engineering and Product teams throughout the design sprints.
This was iteratively completed over 6-7 months which included:
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Creating personas, journey and empathy maps
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Aligning with PM, POs and Engineering
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Information Architecture of item-layout for the various menus throughout the UI
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Applying IBM Design Thinking
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Interaction designs and prototypes
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Iterative design Feedback
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Presentations to lead group of stakeholders
User Research.
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The train conductor was overburdened by the amount of heavy and archaic equipment they had to carry during their shift to sell tickets to passengers.
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Need a better way to sell certain types of tickets.
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Need a better way to access and apply ticket discounts.
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Be able to check opening cash float and end-of-day remaining balance.
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Access and answer questions about train delays and train schedules.
Challenge.
Win User trust and switch workforce over to iOS devices.
Walkthrough of Design Process.
• To understand the user, I worked with some of the other Leads working on other Train apps within the suite and defined user personas and empathy maps.
• By engaging with a board of users, a day in the life of\journey map was created
• Observed user’s usage patterns by asking about their daily scenarios
• Recorded their pain points and prioritized in their day in the life activities
Above: Empathy Map of a Ticket Conductor
Ticket Conductor's Journey Map.
Process Flow Analysis.
During the development of the suite of Train apps, my team and I had in-depth conversations with our clients about options for consolidating the apps vs. having them as separate entities as their own solo spotlight apps. I along with the other UX Leads facilitated these conversations through a showcasing of process flows which demonstrated flow options. Lo-Fi prototypes were also built to showcase multiple flows demonstrating consolidation vs. solo app flows and how iOS multi-tasking would occur in this instance of a solo environment.
Exploring the user flow of features between apps in the suite. What works in a consolidated app environment and what doesn’t?
A flow demonstrating the various phases within the Ticket app and features that are unlocked based on selection
UI Iterations.
Various UI iterations in the ticketing application roadmap were tackled including the landing screen which turned out to be quite a challenge, wrangling the various ticket-types and journey routes. I challenged the client team by asking and verifying many questions about how passengers would deal with connecting trains and their schedules as well as sorting train tickets by train or schedules.
UI iterations for the Landing screen and 'Find tickets' screen
User Feedback & Prototyping.
During the iterative design process, I kept close contact with the users who were Train Attendants for ÖBB, regularly setting up feedback sessions and verifying that I was on track with use case scenarios and applying feedback to the designs.