About:
EasyTicket is a mobile app that promotes free public transport travel in Prague. The aim of this project is to make transport accessible to anyone with access to a mobile phone and internet connection.
Category:
Mobile app concept
Year:
2022
Location:
Prague, Czech Republic
Research
Define
Prototype
Test
The problem:
Fares in Prague have been raised several times, limiting the use of public transport by tourists and visitors. Last year they rose by about 20 percent, with more increases to come, and fines for fare dodgers by almost 30 percent.
Goal:
Find out how Prague’s transport company could offer better services free of charge for everyone, while not losing revenue from fares.
My role:
Mobile research, user interviews, brainstorming, idea iteration, user testing, UI design and customer reports.
Methods:
•
Mobile research
•
User interviews
•
Brainstorming
•
Persona
•
Visual thinking
•
Wireframing
•
Prototyping
•
Moderated user testing
Research
What caused the stagnation of public transport passengers in Prague?
/01
Background
According to the Prague Public Transport Statistics Office, fares have already been increased several times, limiting the use of public transport by tourists and visitors to Prague. Last year, the transport company increased fares by about 20 percent, and further increases are planned.
The increase also applies to fare dodgers, whose fines rise by almost 30 percent. Is there anything we can do to improve both sides of the service? How could a transport company provide free services and make money at the same time? How could a passenger travel without a ticket without having to pay a fine at the check?
/02
Interviews
To learn as much as possible about how people use transport in Prague and how they could benefit from free transport for at least part of their route, I asked people at random at tram stops, travel centres and further afield.
Define
How could Prague’s transport company offer better services free of charge for everyone, while not losing revenue from fares?
/01
Problem statement
Overpricing and fare capping are critical issues for transport companies today. If passengers used public transport less and found a car or other transport financially worthwhile, fares and fleet renewal could become significantly more expensive. People still choose the services that meet their needs in quality and price.
/02
Persona
A persona built from the interviews captured who travels around Prague and what a free ticket would change for them.
Prototype
From visual thinking through sketches and a standard flow to wireframes and the first solution to iterate.
/01
Visual thinking story
Using the technique of visual thinking, I imagined the real story and goals of the persona.
/02
High-fidelity flow
The flow takes the passenger from sign-in to choosing a route on the map, picking a ticket, unlocking it and travelling with it. In the prototype, a longer ticket is unlocked by watching more ads:, from 30 minutes up to 72 hours.
/03
Prototype
The first clickable version of the ticket selection: “How long are we travelling together?”
Test
I tested the prototype with five users separately, in moderated sessions.
/01
User testing result
The most common errors, made by 4 of the 5 testers, were not understanding the “select ticket” button when choosing tickets, and wanting to go back to the home page. However, all users clearly understood the process.
/02
Next steps
Design, prototype, validate. Again.
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clarification
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