AR Your Guide
Intuitive AR-guided experience to overcome your anxiety of taking the bus
Challenge
The initial objective was to improve the public transit service in Pittsburgh. Our focus was the bus service, as it is the primary mode of transportation in the city. However, we found that many bus riders were apprehensive about using the bus system due to a lack of reliable and easily accessible information, leading to inconveniences such as getting lost or waiting for extended periods, especially for first-time or inexperienced bus riders.
Solution
Our team practiced User-Centered Innovation Methods throughout the entire process from research, ideation, prototyping and testing. We created an Augmented Reality feature like 'Pokemon Go' that can be integrated into existing transit apps. It provides users with intuitive, simple, and real-time live directions to guide them to unfamiliar bus stops and disembark at the correct location. Additionally, it instructs new bus riders on how to pay, track, and request stops. The purpose is to help riders adapt to the Pittsburgh Regional Bus Transit and take the bus with confidence and ease.
My Role
Design Research, Concept Approach, UX Design, Pitch Deck Design, Presentation
Category
Service Design
Design Research
Interaction Design
Duration
October - December 2022
6 Weeks
Location
Pittsburgh, PA
Team
Piper, Kaila, Sherry, Luke, Saisri, Mei, Ashish
Tools
Figma
Mural
Google Forms
Outcome
The final prototype was tested with 10+ bus riders in Pittsburgh and received positive feedback. Our solution also received strongly positive feedback from relevant experts!
It was featured on the news of Mobility21.
➀
Research
DISCOVER
Desk Research
Concept Mapping
Surveys
Interviews
Observation
PESTLE Analysis
➁
Synthesis
DEFINE
Affinity Diagramming
Personas
User Scenarios
Task Flow Analysis
Value Opportunity Analysis
Decision Matrix
Dot Voting
➂
Ideation
DEVELOP
Crazy 8
Concept Posters
Critique Sessions
Video Scenario
➃
Prototyping
DEVLIVER
Wireframing
Rapid Prototyping
Usability Testing
Iterations
Initial Brief
How might we improve public transit in Pittsburgh?
Background
The Pittsburgh Regional Transit (PRT) operates a fleet of 700 buses, light rail, incline, and paratransit services. The PRT bus is the primary and one of the most affordable modes of public transportation in the city. However, the lack of reliable and predictable bus service can negatively impact a rider's schedule, causing them to be late for scheduled activities and leading to complaints from drivers. This often results in riders seeking more expensive alternative transportation options.
Over 37% of the CMU students are international students who have faced challenges while riding the bus, including finding bus stops, waiting for a long time, and not knowing when to get off the bus. These issues have caused great anxiety about taking the bus, often leading to choosing not to take it.
Not only are we facing the problems...
Focus Q: Why don't people take the bus in Pittsburgh?
Initial Hypothesis: The uncetainties and waiting times may discourage people from taking the bus.
To understand the trends and factors of the bus service and user experiences, we conducted both primary and secondary research. We also interviewed bus riders, bus drivers and experts to discover patterns and pain points related to rider behavior.
Exploratory Research
Methods
For our initial research, we utilized a Concept and Stakeholder map and PESTLE Analysis to gain a better understanding of the problem from a systems perspective. We realized that scheduling, frequency of buses, safety, accessibility and wait time are major issues that we can focus on.
Concept Mapping & 5 Whys
After desk research, concept and stakeholder mapping, and considering relevant Whys and Why Nots, we decided to focus on the rider experience.
PESTLE Analysis
The analysis revealed that accessibility, health & safety, innovative technology, uncertainty and sustainability are the key factors and trends of the bus service.
Findings:
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Only 55% of Americans have access to public transportation
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For those who do, communication technology is limited, resulting in an average daily wait time of 40 minutes.
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Bus drivers lack timely information and effective communication methods, which can lead to confusion, safety concerns, and budget constraints.
We interviewed the Program Manager of Traffic 21 who provided resources and knowledge about the current transit system and has 20+ years of transportation experience. She also acknowledged the complexity of solving public transit issues and suggested us choose an interesting topic.
Online Surveys & Interviews
36 Responses in Online Surveys
12 Interviews in Total
→ 2 experts
→ 7 bus riders
→ 3 bus drivers
Key Findings:
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83% said that shorter wait times were crucial.
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80% selected bus frequency as a top priority.
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70% mentioned the importance of accurate bus information.
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If a bus passes by because it's already full, it can have serious consequences in terms of a person's time and safety.
We used these data to identify areas where we could improve our product.
Observation & Role Play
We observed bus facilities, drivers' and riders' behavior regarding waiting, boarding, and riding and did the role play.
Findings:
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A lot of bus stops don't have stoplights, covered spaces, and lighting.
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Some people didn't know how to pay the bus fee, which led to a more extended period of the boarding time.
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The information on the screen inside the bus was hard to read, making it difficult to know when to get off.
We analyzed research data to understand user pain points and needs and created a list of potential product opportunities. We then narrowed down the list using decision-making techniques to identify the most relevant and impactful opportunities.
Through affinity and emotional mapping, we discovered that the accuracy and accessibility of bus information were the primary factors people did not choose to take the bus. These factors had a significant impact on the navigation, planning, waiting, and riding experience.
Synthesis
Target Users
Based on the Pittsburgh Regional Transit Fiscal Year 2022 Budget, we found that 28% of riders are students and healthcare workers, which drove our decision to focus on two main target users.
Students who are new to the public transit system in Pittsburgh and need assistance in navigating the city using buses.
I was anxious about my first bus ride in Pittsburgh. Even with Google maps, I'm clueless about the bus situation and, to add to my worries, I had waited at the wrong bus stop for more than once.
Emma
23
Graduate Student
New to Pittsburgh
Takes buses to explore the city
Bio: Sarah is a college student who relies on the public transit system to commute to her classes and desired destinations like grocery stores and social activities. She finds the transit system confusing and overwhelming. She is anxious about getting lost, missing her bus, and being late for her classes and job.
Commuters who rely on the public transit system to explore new destinations within Pittsburgh and need accessible trip information to plan journeys effectively.
Waiting for the bus makes me feel really worried, especially when it's late or doesn't show up at all. So, I have to get an Uber to make sure I don't arrive late for work or important appointments.
James
32
Office Worker
Has been living in Pittsburgh for several years
Take buses to visit new or unfamiliar destinations
Bio: James is a regular bus commuter who takes the bus to work and run errands. He is familiar with the bus routes and schedules. However, he still experiences anxiety and stress when he has to take a new or unfamiliar bus route. He also dislikes waiting for the bus, especially when it's hot or cold outside.
Task Flow Analysis
To further understand the riders' behaviors and goals, we analyzed the task of taking the bus from planning, waiting, boarding to riding. We observed that riders use multiple methods to obtain information about their bus ride from visually navigating to consulting the tools like the Transit app or Google Maps.
We found that the lack of accurate information not only affects the task of riding the bus but also impacts other steps involved in the process.
Key Insights
01
Uncertainty Drives Anxiety
The unpredictability of bus services cause anxiety in riders, particularly in first-time riders, leading to a fear of missing their stop, getting lost, and experiencing extreme distress in some cases.
03
Inadequacy Causes Recklessness
Lack of clear and accurate information about bus schedules and routes causes riders to behave recklessly to catch the bus.
02
Students Prioritize Efficiency
Students who rely on buses experience a heightened sense of urgency during peak hours and prioritize convenience and efficiency to arrive at their destinations on time.
04
Rider safety concerns
Bus riders are concerned about their physical, emotional, and mental safety due to the uncertainty of not knowing the other passengers and the potential for unsafe or uncomfortable situations.
Product Opportunity Gaps &
Decision Making
Initially, we generated 35 potential product opportunities (POGs). To refine these opportunities, we utilized two techniques: Emoji Voting and Weighted Decision Matrixs. Based on research analysis we identified criteria that we could use to evaluate the opportunities.
Based on our survey results and project feasibility exploration, we categorized the opportunities according to their Impact on Bus Users and Effort by the Team. We prioritized highly impactful opportunities, such as improving navigation, accuracy, and waiting experience for bus rides, over lower impactful ones that addressed specific groups like elderly people and bus drivers.
We prioritize first-time riders as they are more likely to experience anxiety and confusion while using public transport for the first time, and there is no reliable, detailed, and easy-to-understand information available to assist them. We believed that by addressing their needs, we can indirectly benefit most users who may also struggle with finding accurate and accessible trip information.
Opportunity
How might we provide accurate and accessible trip information to help inexperienced riders overcome their anxiety of taking the bus?
Value Analysis
We leveraged market and user research data to empathize with riders' values and needs, and compare the current PRT Bus Service with a future product that aligns with user preferences to identify valuable opportunities, which resulted in early product criteria rankings.
Design Criteria
Must
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Provide a sense of assurance and reliability to minimize the anxiety of losing, missing or riding the bus.
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Provide accurate, informative, and up-to-date information to allow riders to reach their destination on time.
Should
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Offer an intuitive way that is easy to navigate and understand.
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Provide simple and easy interactions that enable users to access the information they need quickly and efficiently
Existing Solutions & Ongoing Projects
We conducted market research to gain insights on existing products and approaches
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The PRT Authority's budget plan for FY22 includes allocating over 85% of their budget for road maintenance and capital improvements.
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The authority plans to replace buses, renovate bus shelters and T stations, and launch a new website and mobile app.
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PRT has enhanced its timetable to increase the on-time rate from 67% to 73%.
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PRT plans to further improve bus load detection via autonomous sensing and collect real-time data on buses through Mobility 21.
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Mobility 21 is working to enhance the safety of visually impaired travelers in and around transit stations.
Ideation
Brainstorming &
Downselection
Crazy 8 & Dot Voting
We came up with 40+ ideas and then conducted a voting process to narrow down the list to 8 top ideas. After that, we used affinity mapping to group these 8 ideas into 3 core themes.
Concept Posters
By considering technical feasibility and key stakeholders, we brainstormed more to develop potential implementation strategies and use storyboarding to visualize and improve the 3 concepts that best aligned with our HMW statement and product criteria - Exclusive Bus Lanes, Bus Information Kiosk, and AR Your Guide.
Idea Validation &
Downselection
Critique Session
We invited more bus riders to provide feedback on our concepts, considering both positive and negative aspects and addressing "why?" questions, and analyzed the resulting data. After evaluating the feasibility, impact, and resource requirements of each idea, we selected the AR solution as the most promising option. We also conducted market research, tested similar AR products, and made necessary modifications accordingly.
Design Concept
An add-on AR feature to an existing transportation app
that provides intuitive guidance for bus riders,
assisting them in navigating and riding the bus with ease.
Key Features
We iterated our wireframe workflow, interface, and interactions three times by prototyping and testing with users who relocated to Pittsburgh. This allowed us to quickly refine our designs and make improvements based on feedback from actual users.
Prototyping
Wireframe Workflow
Usability Testing
Usability Testing of AR Navigation Tools
During our testing process, we evaluated the effectiveness of existing AR navigation tools, including the Google Map AR View.
Key findings:
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Confusing Arrow Direction: The left and right side arrow direction caused confusion for users, who found it challenging to determine which road to take.
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Limited Awareness: Users were not aware of the AR view feature and had difficulty locating it.
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Inconsistent Performance: The AR view was only available on certain roads when they navigated on foot, limiting its usability.
Improvements made in our AR solution:
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Clearer arrow direction indicators
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More prominent AR view notifications and instructions
3 Rounds of Prototyping Evaluation
We tested with 15 users in total.
Key findings:
Walking to the bus stop
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The direction arrow was found to be really helpful, especially for users who don't have a strong sense of direction.
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Users found a mini-map on the screen showing the route and the location of the bus stops to be helpful in knowing what's next.
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Timelines indicating when the bus will come and what time is left for walking were found to be important.
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Safety concerns were raised about staring at the screen while walking, especially in the dark. Users preferred having sound.
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Users suggested displaying the name of the bus stop when they arrive.
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Users wanted it to show which sidewalks to take when there are two bus stops on either side of the road.
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Users preferred seeing real-time bus locations instead of just the time.
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Users wanted it to display holiday and special event schedules.
Boarding the bus
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Users requested instructions on where to scan and pay, especially for paying with coins and cash.
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Users did not find boarding the bus difficult by observing others, and scanning student IDs was not a problem for them.
Riding the bus
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Users did not find AR necessary for this step. They cared more about where the bus was and the number of bus stops left before their target bus stop.
What should be considered
in the next step
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Visual Hierarchy: Differentiate colors for the guiding arrow and text, and the text for bus information and timelines
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Accessibility Features: Include accessibility features such as audio cues and haptic feedback for users with visual impairments.
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Social Integration: Allow users to share their AR view experiences with friends and family via social media or messaging apps.
Our strategy involves implementing a B2B2C model, which entails integrating our feature into other transportation mobile applications, such as Transit app, to reach our target customers.
Next, we need to address important considerations relating to the product launch, revenue and budget, competition and substitutes, cybersecurity, and other related factors.
Business Plan
Takeaways
Effective Communication and Team Cohesion
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It is crucial to draft and adhere to a team contract. By effectively using meeting notes, team evaluations and feedback, as well as retrospective meetings, we were able to create a more cohesive team and optimize our strengths throughout the design process.
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Maintaining close communication through regular in-person and online meetings helped us review work progress and delegate work evenly, ultimately contributing to our success.
Decision-making and Trade-offs
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When tackling a wicked problem like public transportation which involves diverse stakeholders, it is vital to prioritize and narrow down on one issue that can be solved within the project's time and ability limitations.
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To achieve this, various constraints, including time, technological feasibility, and business implications, must be considered. The proper utilization of decision-making techniques as well as project management (Kaila and Mei) is crucial for making trade-offs and selecting the most appropriate problem or idea to pursue.