Redesign of first bus login access for free wi-fi service
Our research in 2019 has shown that around 28% of the costumers we interviewed cannot access the free wi-fi service provided by the bus company
Introduction & Understanding 1/4
First Bus is one of Britain’s largest bus operators. They own nearly 6000 buses that carry about 1.6 million passengers every day across a huge number of communities. FirstBus has done a great job designing their routes, implementing contacless payments, and creating a mobile app that allows their costumers to easily plan journeys and buy tickets. Although, this project is solely focused on how bus costumers can access their free wi-fi service.
Understanding the problem
When using First Bus services, I noticed that it is really hard to access their free wi-fi service. The original interface does not let users access the wi-fi service for various reasons. The previous design was filled with with forms, check boxes, and many conditions, which prevented users from accessing or trusting the wi-fi. It's not the users's fault that the interface is not communicating with the costumer effectively, and this makes the user feel frustrated and unsafe. People who are taking the bus to work or to the gym, want to access the internet as quick as possible so they can navigate and search. Connecting to the wi-fi should be an easy and quick step.
This is exactly what I focused on, and I asked myself these questions: "How might I make sure that the users access the wi-fi easily and quickly?", "What do I think is distracting them and slowing them down?", "Why users don't trust our wi-fi?", "How am I going to approach this?"
Solution proposal (wireframe)
Make an interface that reassures users that the wi-fi is safe and it can be easily accessed in a matter of seconds. It is also important to let the user know how long they will have access to the wi-fi for, and what their data will be used for. I reduced the number of choices and made a straight forward interface.
Desk Research & Surveys 2/4
There are plenty of methods for conducting user experience research; however, many of these methods are resource-intensive and can be slow. In other words, they tend to be expensive and take a while to implement. They don’t have to be—there are many low-cost and simple ways to do user experience research.
As this was a personal project for my own portfolio, I operated on a very limited budget by performing desk research and online Surveys.
Pain point & Competitor analysis
I Identified problems in the current interface, and took a look at what the competitors were doing. Thanks to these methods, I had found a lot of repetitions and misleading information in the previous interface. While looking at competitors I had found many good practices that I could get inspiration from.
Targeting users and launching Surveys
Finding Users on a limited budget and time was maybe the most challenging part, but I have done it successfully. I was able to find bus users through Facebook groups. Thanks to Facebook groups I sent the survey to bus costumers (First bus specifically) who take the bus every week or day.
Desk Research & Online sources
I researched the bus company also on the Internet. This was an inexpensive research methods the allowed me to understand better the psychology of user interactions with the bus. With a little creativity, I found good information about user behavior and decision-making.
Strategy and UX findings 3/4
Strategize findings is a good way to build a detailed vision for the user experience I wanted to create.
To confront all the acts or ideas in apparent chaos of information that came out of the research I ran an affinity diagram with the help of some other designers. When issues seem too large and complex to grasp this is an excellent method to decide what to focus on, and how.
My Personas are a representation of real target audience data, collected in the previous research phases. Personas help designers to create understanding and empathy with the end users. Thanks to personas, other designers and people in the organization can gain a user's perspective without having to look at the raw research.