Project Details
Team Members & Roles
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Doreen Tenenblatt- Research & Design Lead
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Stephanie Lee- Visual Design
Time Frame
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Two Weeks
Project Tools
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Sketch
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Adobe XD
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Whiteboard
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Photoshop
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Miro
Deliverables
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Prototype
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Interaction Flow
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Presentation & Pitch
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Hi Fidelity Visual Design
Project Overview
THE COMPANY
Hyperloop is a high speed bullet train project promoted by Elon Musk. Virgin Hyperloop-One, based in Los Angeles, began testing in 2017 and is now doing so with a full-scale test track.
THE CHALLENGE
Our objective as a team was to create an app for users to purchase and use tickets for the Hyperloop train. It was specifically designed for the routes between Los Angeles and San Francisco and between Los Angeles and Las Vegas
THE GOALS
The goals of this project were to create a GPS-enabled interactive map, for users to select their destination and purchase a ticket to ride the Hyperloop train.
Our objective as a team was to create an app for users to purchase and use tickets for the Hyperloop train. It was specifically designed for the routes between Los Angeles and San Francisco and between Los Angeles and Las Vegas
Surveys
Interviews
Research
SURVEYS
The major finding was that most people took a plane or car when traveling over 200 miles within the US. The other interesting note was that when most people purchase plane and train tickets they first take a look at cost and then time.
INTERVIEWS
Time is of the essence to our users, but they are also worried about pricing.
“First I look into time, like how long it takes to get to the location, then I go into price. If I’m gonna get there an hour earlier then I’ll pay more. Time is the biggest concern."
COMPETITIVE ANALYSIS
Our Competitive Analysis was a little difficult to wrap our heads around since this app does exist (yet!) and the train is still a work in progress.
We conducted a C&C Analysis of indirect competitors (trains, airplanes and ride shares) to better understand their process of purchasing a ticket.
Takeaways:
Some competitors still do not provide a mobile app to purchase tickets.
The majority of our users expressed their preference for purchasing tickets through their phone.
Our competitors do not match our speed, price or duration of travel. No direct competition - this is a unique mode of transportation.
These findings shaped our design and will be showcased in our app.
Synthesis
KEY USER INSIGHTS
The majority of our travelers value time and cost over mode of transportation. That being said, our potential users were more inclined to pay more if the duration of the travel was significantly less. Our travelers tend to purchase their transportation tickets on mobile phones if they are below a certain price. Using this information, we highlighted our unique offers such as time, cost and speed in our final design.
USER PERSONA
Meet Sally, a 25 year old student living in Los Angeles, who loves traveling. Her main pain point of not having an affordable mode of transportation while traveling helped me shape the interactive design to fit the users' needs.
My other persona, Corey, is a 35 year old attorney working in Los Angeles. His main pain point of not finding a fast commute with free internet service to and from San Francisco helped me add features to my prototype for my users.
PROBLEM STATEMENT
Travelers need a place to purchase tickets to the new Hyperloop train which is not yet available online.
Our potential users need a quick and simple method of purchasing a Hyperloop ticket on their phone.
How might we create an efficient, straightforward and seamless app for the Hyperloop train?
Ideation
FEATURE PRIORITIZATION
I began solving this problem by considering all the features that could play a role in solving potential users problems.
The prioritization helped shape our visual and interaction design.
After going through our user testing later in the process we realized the features on the “should” column were a “must” for the majority of our users.
CARD SORTING
Creating a navigation for an app that doesn’t exist posed quite a problem in our journey.
Not knowing which ones were a priority, we asked our users their opinions and thoughts.
They were all very helpful and allowed us to narrow it down to one primary navigation and six secondary navigations.
Design
WIREFRAMES
Our initial sketches were done through a Design Studio. Combining my research and interactive design with my teammates' eye for visual design, we produced medium fidelity wireframes for each screen.
Paper Prototypes
USABILITY TESTING
The most surprising aspect was that the majority of our interviewees would like to see the full ticket details before entering their payment information. We have also learned that there are small UI differences between Android and Apple products which changes the users' learnability.
MidFi Wireframes
DESIGN ITERATION
After every design sprint, my teammate and I tested several different potential users. Taking their insights, pain points and needs into consideration we implemented it into our design and started the process again.
HI FIDELITY
After going through a couple design sprints, user testing and inquiries we landed on our Hi Fidelity.
USABILITY TESTING
Testing our Hi Fidelity on our users was essential to our final design. Our interviewees were confused by our initial loading page to the Hyperloop app. They wanted an on-boarding experience to see what the app could offer and what steps they needed to take in order to purchase a Hyperloop ticket.
DESIGN ITERATION
After our last usability testing, my teammate and I had to look into and download various different apps to view their on-boarding experience. We took several apps and combined their on-boarding experience to create our own. We implemented our own and tested it on our users who all found with positive experiences with the tutorial.
FINAL PROTOTYPE
Next Steps
EXPLORING MORE
Once the Hyperloop is built, we will expand our map to cover the United States as well as other destinations around the world.
FUTURE TESTING
Through usability testings and prototypes; the UX Team, Developers and Client will have an ongoing process of creating this redesigned app.