Add a FeatureAmtrak
Enhancing the Amtrak mobile app by implementing a feature for easy trip comparison.
Role
UI/UX Designer
Researcher
Duration
3 weeks
August 2024
Deliverables
Competitor Analysis, User Interviews, Problem Statement, Usability Testing, Wireframing, Prototyping
Tools
OVERVIEW
Amtrak, officially the National Railroad Passenger Corporation, provides passenger rail service in 46 states across the U.S. It offers comfortable intercity travel options. Through its website and mobile app, users can search routes, view schedules, and make reservations, simplifying the planning and booking of trips.
PROBLEM
Planning a budget-friendly trip can be frustrating due to the need for extensive research and comparisons. Ticket prices vary based on factors like holidays and events. Currently, Amtrak's platform only shows results for a single search criteria, requiring users to open multiple searches to compare options.
GOAL
I aim to enhance the user experience for Amtrak ticket purchases by streamlining the comparison of multiple searches and offering insights into pricing trends.
— DESIGN PROCESS —
Empathize
Define
Ideate
Prototype
Test
DISCOVERY
Competitor Analysis
To gain insights into the competition, I analyzed other passenger rail systems and ground transportation options.
I conducted five interviews with users who purchased train tickets. The objective was to explore the factors they consider and the challenges they face while searching for and selecting their most suitable options. Four of the interviewees have direct experience with Amtrak, while one used the rail system in Europe.
User Interviews
When purchasing train tickets, users:
want to be able to compare trips for informed decision-making.
balance price, duration, and schedule when purchasing tickets.
want more flexibility when searching and displaying results.
Key Insights
DEFINE
Problem Definition
I used point of view statements (POV’s) and how might we questions (HMW’s) to come up with ideas that I then translated to features. This process helped me hone in on the user’s challenges and motivations.
POV Statement
I’d like to explore ways to help Amtrak riders streamline the process of finding their best-fit train tickets because they are having difficulties efficiently comparing ticket options.
How Might We…
help users save time when comparing ticket options?
make it easier for users to identify and understand the ticket options?
provide sufficient information so that users feel they are making informed decisions?
IDEATE
User Flows
The following user flow was created to outline how users will interact with the app and what steps are needed to complete key tasks.
PROTOTYPE
Wireframes
I created wireframes to establish a clear design plan, serving as a strong foundation for the final product. After receiving feedback on the low-fidelity wireframes, I refined them into high-fidelity for further testing.
Low-Fidelity Wireframes
To envision the mobile app experience, I first sketched the key screens on paper and then digitized them using Figma.
High-Fidelity Wireframes
With the design system in place, I brought the low-fi wireframes to high fidelity.
TESTING
Usability Testing
Usability testing was conducted via Maze evaluate the app's functionality, user satisfaction, and areas for improvement. Ten participants were asked to complete 1 tasks and provide feedback.
You are looking to purchase a train ticket. Find and select the cheapest and fastest evening ticket.
Overall, the users responded positively to feature itself and the UI.
Cost button update - 3/10 testers suggested changing the cost button on the trip card so that it stands out more. Misclick rate was high when attempting to select the correct trip. Adding a color to the button will improve visibility and resolve this issue
Disable “add return” - 1/10 testers stated that having the “add return” button was confusing when the drop-down was on the one-way selection. Disabling the button when one-way is selected will resolve this problem.
Key Insights
ITERATE
Design Iterations
After the prioritizing the revisions, the changes were applied to produce an updated prototype.
Iteration 1
Color was added to the cost button.
Iteration 2
Changed the “add return” button color to gray to indicate a disabled state.
REFLECTION
What did I learn?
Working on this project improved my understanding of designing within an established brand and design system. By narrowing my focus early on, I was able to conduct more effective user research, leading to valuable insights that shaped our design decisions. Adhering to brand guidelines also ensured our solutions aligned with the overall brand identity.
What didn’t go as planned?
The usability test had a low success rate due to the prototype's improper functioning on Maze. As a result, I couldn't rely on the quantitative data and chose to focus on the open-ended responses.
What could I have done better?
Testing with end-users earlier could’ve provided insights before diving into high-fidelity designs.