E-ticketing system for The Boring Company

 

CLIENT

The Boring Company is an infrastructure and tunnel construction company founded by Elon Musk in 2016.  The Boring Company was meant to overcome rush hour congestion but giving everyday commuters a faster option.

PROJECT OVERVIEW

Project Brief

Design an e-ticketing system for The Boring Company's future underground tunnel transportation service.

Project Type:

 

Team project (Team of 3)

Project Duration:

2 weeks

My Primary Role:

 

Designer

RESEARCH CONDUCTED

C&C Analysis

I conducted a C&C analysis to find out what features other ticketing systems are offering.

Surveys

I did user surveys to discover what are the most outstanding issues people have with the current public transportations and their ticketing system.

Interviews

I conducted user interviews to learn about daily commuter's thought about driving vs. taking public transportation.

 

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C&C Analysis

Shanghai Metro

Live status of next train

Yes

Estimated time to destination

No

Accept credit card

Digital ticket

No

No

LA Metro

Tokyo Metro

No

Yes

Yes

No

Yes

No

No

Yes

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Surveys

74% of the survey takers have been confused by a train ticketing system

100% of the survey takers at some point in their life have missed a train or a bus

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Interviews

Based on the insights I obtained from the user interviews, all LA daily commuters are suffering from the traffic. Being able to escape from the traffic by taking public transportation is always tempting to daily commuters, yet, the unreliable schedule and the privacy and flexibility they would have to sacrifice are the reasons that keep them in their cars.

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KEY RESEARCH FINDINGS

Core commuting challenges:

  • Confusing ticketing system navigation

  • Unreliable schedules

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personaforp3_2x.png

To synthesize the research findings, I created a persona Janice as a reference to the user I was designing for. She is constantly battling between taking trains or driving. She doesn’t want to go through the traffic at the same time she hates missing a train due to the unreliable schedule.

journeymapforboringcompany.png

I also created a journey map which illustrates the time distribution and emotional level of Janice when she chooses to drive. It served as a reference to the typical user scenario which most of the LA drivers face every day.

Based on the persona and user scenario, if underground transportation aims to solve the traffic issue, its ticketing system should offer maximum efficiency and peace of mind by providing…...

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PRIORITIZED KEY FEATURES 

  • Clear and self-explanatory navigation

  • Trip reminder

 

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INFORMATION ARCHITECTURE

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I designed a sitemap to guide the navigation of the e-ticketing system.

There is an upcoming event

User books the ticket by selecting destination and time

User gets reminded there is an upcoming trip

User arrives at the station and scans the ticket to check in

Then I defined the user flow which highlights the key user interactions of the e-ticketing system. Both the sitemap and the user flow served as guidelines as I drew the low-fidelity sketches.

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EXAMPLE LOW-FIDELITY SKETCHES

I made Low fidelity sketches based on the sitemap and user flow.  Next, I converted my sketches into a paper prototype for usability testing.

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USABILITY TESTING

I discovered two potential usability issues:

  • Departure and arrival don't have an explicit affordance

  • The search bar doesn't have a signifier

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EXAMPLE MID-FIDELITY WIREFRAMES

I improved on my mid-fidelity wireframes based on the usability insights.

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MORE TESTING

I conducted a critique session to gain more professional insight on my wireframes.

A valuable insight I observed was that the logo branding was not consistent with the service.

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LOGO REDESIGN

  • Inspired by what The Boring Company does

  • Not relevant to the actual service

  • The sharpness was too intimidating

  • Inspired by the actual tunnel

  • Mimics real tunnel transportation

  • The circular design has a safer feel

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EXAMPLE HIGH-FIDELITY MOCKUP

The redesigned logo and improvements were added into the hi-fidelity mockup.

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IMPLEMENTED KEY FEATURES

Trip reminder

Clear and self-explanatory navigation

 

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PROTOTYPE

NEXT STEPS

  • A feature that allows users to upload vehicle information so they can check in by plate scanning in case their phone died

  • Alternative payment methods in case users don't have a credit card

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© 2019 Tianyu Li