DESIGNING FOR OPTIMISED TICKET BOOKING

VLINE (SPECULATIVE)
Vline the operator for Victoria’s only regional transportation network

The task was to prototype a solution that looked at the ticket booking process for trips outside of the myki zone. View prototype here.

PROJECT OBJECTIVES
- Optimise user flow
- Increase user satisfaction
- Decrease the time taken to complete a transaction
- Gain buy-in for paperless tickets
- Gain buy-in for alternative payment methods

PROJECT OUTCOMES
- Created a user flow that's structured around function
- Reduced the amount of time taken to complete a transaction
- Users were thrilled about ease "I've never booked anything so easy."
- Users were happy to see digital ticket and other payment options

Research / User Experience Design / User Interface Design

DESIGNING FOR BEER LAUNCHES

HARK BREWING CO.
So there’s a new craft beer that’s crisp, a little weird and rooted in Japanese brewing tradition, add a custom typeface inspired by sci-fi posters plus some illustration motifs and BAM!

A visual identity that’s bold and keeps its charm across packaging, web, social media and in augmented reality.

Typeface Design / Brand Identity / Packaging Design / Illustration / Copywriting / Motion Graphics / Augmented Reality

DESIGNING FOR BEER LAUNCHES

HARK BREWING CO.
So there’s a new craft beer that’s crisp, a little weird and rooted in Japanese brewing tradition, add a custom typeface inspired by sci-fi posters plus some illustration motifs and BAM!

A visual identity that’s bold and keeps its charm across packaging, web, social media and in augmented reality.

Typeface Design / Brand Identity / Packaging Design / Illustration / Copywriting / Motion Graphics / Augmented Reality

DESKTOP RESEARCH
A landscape review was used to get a macro view of transport booking and other booking user flows. This was needed to see if Vline’s current process had merit or was an outlier. By having this overview some initial ideation was sparked in how to optimise the customer journey, it also provided insight into what a user is primed to expect when trying to booking online.

CURRENT CUSTOMER JOURNEY MAP

LEAN PERSONA

DEFINING THE PROBLEM SPACE

VLINE IS AN OUTLIER BY NOT FEATURING PLAN/BOOK FIRST

VLINE HAS A DRAWN OUT USER FLOW
WHAT STAGES CAN BE COMBINED TO OPTIMISE?

HOW DOES A USER EXPECT A BOOKING PROCESS TO WORK/ DELIVER THE OUTCOME? (WHERE IS THE TICKET INFORMATION STORED?)

USER RESEARCH
To gain insights a combination of interviews and observational usability testing was employed. Majority of the participants were digital natives, early to late 20s and some, less-tech savy 60-year-olds. The older pair was needed to capture insights from a different perspective that would still need to be accounted for.

I started wide and worked my way focus on Vline. This captured what online shopping and ticket user flows participants are used to, what they found easy and hard in the tasks, and ultimately how this applies to improve interactions with Vline. It provided a benchmark to gauge potential solutions

INTERVIEW GUIDE
The interview questions were based around past experiences booking anything online and what they consider a great experience. When narrow answers were given, the user was nudged to expand by asking how that experience made them feel or what led them to give that answer.

OBSERVATION
In the observations, users were asked to go through the steps of booking a ticket and narrate their experience using NSW regional transport, Jetstar and Vline (users were not aware I was testing for VLine at this point) Following the task observations, participants were prompted to reflect on the Vline experience.

AFFINITY MAPPING

SYNTHESIS

INSIGHTS

IT’S HARD TO BOOK TICKETS WHEN IT’S NOT OBVIOUS WHERE TO GO

The home page navigation is difficult to interpret

USERS EXPECT WHEN A SELECTION IS MADE, THE SITE MOVES YOU TO THE NEXT AREA

Current interactions don’t prompt users on how to progress or automatically progress you

USERS WANT QUICK TRANSACTIONS AND EXPERIENCES ‘I KNOW WHAT I WANT AND WHY I’M HERE’

Users want options for payment both to choose their preferred option and not have to get wallet

If given the opportunity most users would opt for paperless tickets for convenience

Having long scrolls and unclear copy slowed progression

IDEATION
Looking at the existing user flow with the insights, new architecture could be mapped out that condensed steps and grouped functions. The new flow was used as a prompt for sketching.

WORKSHOP
A small workshop was conducted where the new user flows were proposed to gain initial buy-in and to prioritise which direction should be developed further. In this session, the steps to complete a goal and the thinking behind the interactions was explained and iteration could happen live. This was captured in an affinity map and synthesised.

LO-FI WIREFRAME
A lo-fi wireframe was developed in Invision to test the preferred direction and to validate the insights gained from the paper prototypes. The outcomes of the lo-fi testing were consistent with the paper prototypes findings. At this point to further explore the potential solution medium-fidelity prototypes were created.

INSIGHTS - PAPER & LO-FI PROTOTYPE

CLEAR HEADINGS AND INSTRUCTION, MAKES COMPLETING THE TASK EASIER "KNOWING WHERE I AM AND WHAT I AM DOING"

BEING ABLE TO COMPLETE A TASK QUICKLY = GOOD EXPERIENCE

HAVING AN OVERVIEW AND BEING ABLE TO SEE EVERYTHING MINIMISES NEGATIVE FEELINGS

USABILITY TESTING
Three rounds of usability testing and some A/B testing were employed to fully embrace the iterative process. After each round, synthesis occurred through affinity mapping which resulted in capturing what is and isn’t working and insights. This filtered into actions points used for prioritisation. System Usability Scaling was also used to benchmark progress towards better solutions.