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This, and all of the user research blogs, give an overview of the process and steps taken for each part. I’ve included images taken from the FigJam boards where the majority of the work lives to illustrate the process.

If you would still like to see further details on each part, please view the FigJam board in full.

It can be found at the end of this page, or on this master page.

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I want to take what I found from my interviews and form a set of insights.

Aim

Having completed my interviews and pulled out useful quotes, I now wanted to define these more into insights. These could then form the basis for opportunities and embellished user journeys.

Process

To do this, I went through all the quotes I had pulled, and grouped into thematically similar areas. I then went through and selected the strongest to develop into insights. I found it interesting that some themes weren’t shared by every user type, which is making me think about I tailor the experience to them later on.

Outcomes

After forming the insights, I brought them into here to solidify and refer back to. I feel these are a strong set of six insights that will inform my work. I think the ones around payment are particularly interesting and will be a good challenge with a lot of complexity down the line.

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Users want streamlined ways to pay

Evidence

Current app has a lot of screens and repetitive areas

Feels overkill for a cheap purchase

Really annoying to buy for mutliple people

No point in having to basket

Very unhelpful using the translink app

Laborious - takes ages

It’s just a lot of steps

Because you have to find the ticket I sometimes buy the wrong one

I’ve nearly missed buses because of buying on the app

Opportunity

Offer ways to skip or buy now. Streamlined for those that feel comfortable to do so.

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Users ways to streamline repetitive journeys

Evidence

No saved locations on current app - would like to see that

Because you have to find the ticket I sometimes buy the wrong one

Can’t buy repeat tickets / commonly purchased - would like to

It’s the only one I use but I can never find the ticket

Opportunity

Bring in as many ways to make life quicker for users. They should interact with the app as little as possible.

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Users are unaware of the benefits of mobile ticketing

Evidence

I’d prefer to not buy before

I dont see the point of buying on the app

I usually just buy at the stop cause I don’t like the app

It’s annoying to go out of your way to buy on the app

Opportunity

Promote the reasons why mobile ticketing is better or simplify. Make as simple as possible.

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Users consider journeys differently depending on their price

Evidence

If it was a tenner yeah I’d want to make sure but glider is cheap

For going down south I’d plan in advance

I’d want to be sure about expensive tickets but for cheap ones it could be quicker

It’s just 1.20, why all this for it

Opportunity

Don’t consider all purchasing as a single flow. Have the steps depend on price/route/network etc.

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Users typically rely on the same routes or forms of transport

Evidence

I just use the same for the situations

I just know the timings myself and when to go

I only use the one line unless I’m with someone

I always get the glider unless the bus is happens to be there

Opportunity

Gamify or offer reasons why a certain route might be better. (You’d save a hour a week with this bus instead etc.)

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New users would benefit from more situational based guidance

Evidence

I just use the routes I know work for me

I can never remember which route or number i need in the moment

It was overwhelming at first

Opportunity

Use location data to give moment to moment guidance, especially for first timers.

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