The goal of the project was to redesign the entire site to meet the needs of the riders and organizational need of being transparent to the riders and other entities and moreover meet the TTC customer commitment charter of 2018 promise. The project had a very tight deadline of 6 months which made the project of this size very challenging for the entire team.
As UX designer, I had a key responsibility of making sure the site serves the Torontonians as well as making sure the proposed solutions were possible to build in a short-term, meet business and user needs.
The key target audiences were newcomers, busy families, and downtown dignitaries. These personas were chosen for the web redesign project with concise with stakeholder through workshop activity. The following are some of the personas and scenarios that was created to align the project team and ensure all that the solutions were addressed with empathy for the end-users.
We took a mobile-first approach, as 70% of users are accessing the site from the mobile devices.
Additionally, all the content and user behaviors on the current site were analyzed, prioritized and feed into the sprints planning.
A combination of the mobile-first and minimalistic design was used on this redesign.
Various types of service alerts produced by different departments were analyzed and new categories were created to combine them into one unified feed for the end users.