UX Research & UI Design for Mobile
Role
Team
Duration
Tools
Problem
The Megabus app does not take advantage of the opportunities a mobile app channel has for a ticketing service.
Solution
Add QR code tickets, driver profiles, and loyalty memberships to ease the stress of travel.
This category details the step-by-step approach taken during the project, including discovery, defining, ideation, design, development, and delivery phases.
Conducted competitor analysis to identify patterns and opportunity areas in the mobile ticketing market. Examined existing issues in the app to create a heuristic evaluation. Organized affinity maps and market summaries based on user research.
Surveyed individuals who could benefit from this product and created persona profiles, qualitative user personas and journey maps.
Adapted themes, challenges, needs, and insights from previous research and created point of view (POV) statements to determine specific user issues and minimum viable product (MVP) charts to identify the most practical solutions.
Developed task flow and design system, following the main Megabus branding.
Results included prototypes of new features and an improved design system.
Competitor Analysis
+ Scannable ticket
- Login unavailable on app
+ Scannable ticket
- No real-time bus ETA
+ Purchase through app
- No map option
Heuristic Evaluation
Existing Issues
Lacks useful information about your bus ticket.
Greatly outdated interface does not inspire a connection between the user and the brand.
Plain UI does not exhibit the brand's personality.
Affinity Mapping
Difficult booking
Delays
No customer service
Frugality
Loved ones
Convenience
Comfort
Mobile tix
Live trip status
Value
College students
Middle/lower socioeconomic stat
Advance booking
Many options
Mobile app
Market Summary
Riders aged 18-55 who travel cross-country or long distances within a state for leisure, business, family and friends, who prefer to spend the least amount of money possible while not sacrificing comfort and reliability.
Persona Profiles
Finding Solutions
Taskflow
The resulting product and app allows Megabus riders to enjoy and simplify the experience of traveling by bus.
Memberships
The membership feature encourages customers to return to Megabus rather than their competitors by offering exclusive benefits.
Mobile Ticket
Mobile tickets are a feature that have become a table stake in the transportation industry. By creating a branded and easily accessible ticket, the Megabus app becomes a viable and important resource for users.
Driver Profile
The driver profile feature differentiates Megabus from its competitors by
Feature 1: Memberships
Offers rewards to returning customers to improve trust and loyalty while increasing user retention.
Feature 2: Mobile Ticket
Conveniently shows ticket information and QR code.
Feature 3: Driver Profile
Provides brief biography and rating about your driver to establish a more personal relationship and build trust.
Here, the outcomes and projected benefits of the project are highlighted.
Increased User Retention
Designing a reliable app with beneficial features increases the likelihood that users will be returning to Megabus for bus tickets by improving the relationship between the brand and the consumer.
Improved Brand Identity
It is a missed opportunity to not brand a major touchpoint to strengthen the Megabus identity.
Reflections and Next Steps
Adding the extra features to the Megabus app greatly improved the function of the mobile app as a tool to expedite the taxing process of planning a trip. After all, accessing your bus ticket is the last thing you need to be worried about when you’re traveling.
However, there is much room for improvement in regard to the experience surrounding the Megabus brand. These are factors that extend far beyond the mobile app into the brand experience. Since this project was only focused on the app, that is what this scope is limited to. The low-budget nature of the brand and tickets does not allow for extravagant brand activations that develop deep connections with the consumer, but there are many affordable details they can focus on to show their user that they care.