Overview
This app is designed to offer a handy-dandy tool to book airport bus tickets directly from the palm of passengers’ hands. At one glance, passengers should be able to check the bus schedules and book tickets. Additionally, information about hotels along the bus routes and some featured tour packages is also accessible.
DATE
Mar – Jun 2017
PLATFORM
iOS
MY ROLES
UX Design
UI Design
Illustration
Branding
TEAM
1 PM
1 Designer
1 Marketers
2 Developers (Outsourced)
The Problem
IAN is the airport bus ticket booking service provider. As their Chinese marketing partner, we found that the ticket booking system was not very mobile friendly. So we suggested developing a brand new ticket booking app which could also be used as a powerful marketing channel.
Initial Research
I conducted the initial research with our teammates to better understand the major concerns and pain points user encounter while booking Incheon Airport bus tickets. Thanks to our colleagues who had been working at the airport caustmer service counter in person, we obtained some valuable advice in the early stage of the project.
GOAL
More passengers book Incheon Airport tickets with our app.
RISKS & CONSTRAINTS
What if users think booking with our app is complicated?
Can we make the booking process smooth enough?
Limited developement support.
User Interview
Here are the representative user preferences and attitudes accessed by the user interviews towards booking tickets of Incheon airport buses.
“ 저는 6017를 자주 이용하는데 매번 타기 전에 집앞에 정류장에 있는 시간표를 확인하고 타곤해요, 기억을 못 하니까. 그래서 자주 타는 버스의 정보를 앱에서 한눈에 볼 수 있으면좋겠어요. ”
Generally, I take 6017 to go to the airport and what bothers me is I need to check the timetable at the bus station in front of my apartment every time before I need to take the bus. So I hope I can get all 6017’s info in this app instead.
29, FEMALE, SEOUL, FREQUENT PASSENGER
“除了买票功能外，建议加上酒店预订的功能，因为游客一般出行和住宿一起计划。”
Besides ticket booking function, I suggest that the app could also provide hotel reservation service because travelers often consider these things together.
38, MALE, SHENYANG, FREQUENT PASSENGER
“各种功能越直观越好，人出门在外没有精力操作复杂的东西。”
The more intuitive the functions are, the better. Users can hardly keep patient in a busy environment.
32, MALE, SYDNEY, FUTURE PASSENGER
Review Inspiring Solutions
Users are relatively familiar with transport info apps because there are quite a few similar apps in the market. What I was trying to focus on was having info on our app accessed more quickly and easily while keeping the interface as neat as our reference.
Kakao Bus (left) / KOBUS (right)
Sketch Ideas
Some initial sketches on paper. Our focus here is to turn abstract ideas into concrete solutions that can be accessed by other teammates.
Solution Wireframes
All of us have been using transport app to some extent in our life. That helped a lot in building our first iteration of the wireframe. We tried to learn the good aspects from successful products and refine them to make our own invention.
Create the Storyboard
We got our wireframes and then I set out to draw a storyboard to plan our prototype for the usability test. The storyboard showed how our users would encounter and interact with our app. It started with a user searching key words “airport bus ticket” on the app store, and it ended with the user having his/her ticket collected on the bus.
Minimum Viable Product
Guided by our storyboard, I began to build the prototype for user reaction. Pages were made based on specific tasks that our users would perform in the test. Thus, it was not a fully functional app but a real-looking facade, in another word – an MVP.
Test Objectives
1. Can the user easily find which bus he/she should take and successfully book it?
2. Can the user quickly find the ticket he/she has booked and have it collected?
3. Is the user willing to book tour packages or hotels on this app?
SCRIPT: TASK 1
Let’s say you need book an airport bus ticket to the Pacific Hotel in Myeong dong. How do you know which bus you should take?
ASK
·Where do you want to click as look at the main page?
·Is the way of searching tickets similar to what you have anticipated?
·How will you interact with the ticket shown in the result list?
OBSERVE
·Where does the user touch?
·What does the user say?
·What are the user’s facial expressions?
