TTC website redesign project
The goal of the project was to redesign the entire site to meet the needs of the riders and the organization. The project focused on the need of being transparent to the riders and other entities, and moreover meet the TTC customer commitment charter of 2018 promise. Given the tight deadline of 6 months made the project of this size very challenging for the entire team.
As a UX designer, I had a key responsibility to build the best possible solution to serve Torontonians in a very short-term, while meeting business and user needs.
- Overall strategy and target audience was established through workshops
- Comparative analysis was conducted to inform insights and trends in transportation field
- Various style tile explorations were created based on existing brand guidelines and designs that produced as part of the TTC modernization initiative
- Google analytic data was used to understand the user needs, behaviour and pain points in the current site
- Content audit and analysis was conducted, which helped to organize the sprints plan and content type creation
- Content mapping & new sitemap was created
- Templates and component were mapped in sitemap
- Dev and design team sprinted through various sections of the site with MVP approach for certain sections of the site in order to meet the project deadline
- User testing was conducted on the new site which was overall a great success; the feedbacks from the user testing were addressed in the consequent sprints
Some of UX artifact that was produced;
Persona and scenarios
The key target audiences were chosen to be newcomers, busy families, and downtown dignitaries for the web redesign project through workshop activity and past market research that was conducted about the TTC users. The following are some of the personas and scenarios that was created to align the project team and ensure all the solutions were addressed with empathy for the end-users.
Displaying Lisa and Marc, the newcomer to Toronto with a child in a stroller and busy family person who commutes TTC for work on a daily bases, respectively.
We took a mobile-first approach, as 70% of users are accessing the site from their mobile devices.
Additionally, all the content and user behaviours on the current site were analyzed, prioritized and fed into the sprints planning.
A combination of the mobile-first and minimalistic design was used on this redesign.
Above is the wireframe of the mobile navigation concept. The direction was chosen because of its app-like and simplicity design. Information in the navigation pane was prioritized based on usage data.
Routes & Schedule, and Station information User-flows
User-flow for finding schedule and station information for Subway – LINE 1
Service alerts wireframes
Service alerts widget – interaction concept