Making Buses "cool" again
/ App, Website, Brand.
LEAD PRODUCT DESIGNER
/ USER INTERVIEWS
/ CREATING BUSINESS CASES
/ STORYBOARDING - See here
/ MAPPING CUSTOMER JOURNEYS
/ USER EXPERIENCE WORKSHOPS
/ UX PROTOTYPING
/ FACILITATING UX TESTING
/ CREATING BRAND DESIGN PRINCIPLES
/ BRAND WORKSHOPS
/ UI DESIGN
/ DESIGN SYSTEM CREATION
/ PRODUCT VALIDATION & UPKEEP
DEMANDING THE 'UBER'FICATION OF BUSES
Buses are generally uncool, inconsistent and untrustworthy. So during the discovery phase of the Arriva Bus project, I conducted interviews with various types of bus users finding out what was wrong with the service and digital offering.
The overall outcome found that the digital brand was out of date, there were unnecessary multiple Arriva bus apps and a general demand from the public craving the 'uber'fication of the Arriva Bus digital offering.
MAPPING THE COMPLEX USER JOURNEYS
The Arriva Bus app had two separate apps for Journey Planning and Ticket Purchasing. We needed them to be one seamless app that the users could plan, buy, save journeys and tickets.
Through creating wireframes based on user journeys produced from the interview stage we were able to quickly prototype and test our app with real users at bus stops across the country.
Once we had a more put together idea and validated our new app with users, I was able to fully map the app in overflow so that developers, clients and testers could see how the app would work and be developed.
CREATING A NEW DIGITAL BRAND
After we had a product mapped out in wireframes and the logic sorted. We needed to reimagine the Arriva Bus brand suited for the new digital age. The current brand was dated and made the digital side of the business look like it was left in 1990s.
After many iterations of aligning meanings and design principles to a new vision of Arriva Bus we based our vision around the idea of "Connecting Communities" this idea embodied the core business of Arriva Bus and aimed to provide customers with a level of trust and personalisation that Arriva lacked for many years.
Once the vision was signed off we developed a set of web-accessible colours, typography and brand elements that informed the interaction design and the UX wireframes of the site and products that we were able to skin and bring to life.
COMPANIES WORKING WITH
This was the biggest project ORM Digital had produced to date and set my role in leading the discovery, user experience, testing, brand concepts and production of the entire product suite. Liaising with multiple companies and countries to collaborate and maintain the product from start to end.
Arriva Bus Website and App to be released in 2020.