LOOP
Developing and building an App for cyclists to connect and plan rides
PLATFORM
iOS App
TEAM
Lead Developer
TOOLS
Figma, Adobe Illustrator, Pen and Paper
KEY SKILLS
Product Design, Rapid prototyping, User Research, Illustration
TIMEFRAME
4 months
ROLE
Lead Product Designer
Impact
🧑💻
Coded prototype to explore new ideas for navigation
⏩
Trial for passengers to travel without purchasing a ticket beforehand for a seamless experience
🚆
Leveraging train data to create value for over 25,000 routes in more than 50 countries.
📱
0 to 1 Beta App launched in 4 months
Introduction
Problem
Planning a trip and booking a ticket can be a real headache. There are tools to help plan a journey door to door but they don’t let you book it especially across multiple modes of transport. Therefore you need to go to multiple sites to book one journey. This can leave you with multiple fragmented bookings.
Context
SilverRail handles more than 1 billion online rail searches each year:
SilverRail distributes tickets for more than 35 providers and carriers
SilverRail processes more than 30 million bookings each year.
SilverRail serves more than 1,500 corporate customers worldwide.
Goals
Business goal
Launch a Beta app that allows users to plan and book journeys with mutliple transport to create ‘seamless mobility’ for Silverrail customers,
User goal
Plan and books journeys on mobile.
Process
01 Discover
User interviews and diary studies with 10 commuters across the UK gave us an insight to what users value when using their phone to travel to work.
02 Define
Form the information we collected through user research we defined some design principles in order to steer us towards our MVP.
8 guiding principles
01
Clever companion
Our system is intelligent and trustworthy. It speaks with confidence and authority, remaining reassuring and light-hearted. Nobody likes a show-off so we replace jargon with clear everyday language.
02
Keep it simple
Although the algorithms behind our functionalities are complex, we keep the UI simple and free of clutter. Information is the focus and it is delivered in bite-sized chunks.
03
Make it bespoke
Intelligently personalise the experience informed by the information we know about the user, their situation and context at the time of interaction.
05
Focus on solutions
All notifications delivered to the user are formulated as actionable advice. Suggestions take into consideration their unique preferences and context to craft a stress-free journey.
04
Minimise effort
Gather user data in a non-invasive way, by learning behaviour and using external sources (e.g. calendar, social profile etc). Capture data in an effortless way.
06
Add joy
Strive to introduce delight throughout the experience. Use humour and personaility where appropriate to make the user smile.
07
Always on
Our involvement is continuous and we anticipating the user’s needs before they arise. We don’t stop planning or booking a journey but run quietly in the background, ready to spring into action as soon as we’re needed.
08
No let-downs
The information we deliver is always accurate and relevant to the user. They can count on us to never let them feel lost of misled. We create a hub of information that caters for all of the user’s travel needs. End to end and door to door.
03 Ideate
During an ideation workshop we can up with the concept of a ‘scene’ which revolved around a central point. Our character ‘Ninja’ would hover above the modes of transport and give you notifications during your journey. This created a fun and intuitive way to interact with the app.
04 Prototype (+ Test)
I worked with a developer to produce coded concept to test our idea and bring it to life.
When prototyping goes (hilariously) wrong
A coded prototype of the journey wheel concept.
05 Develop
After user testing the prototype we pivoted and refined the design. The ‘circular’ concept was kept as the ‘journey wheel’ and the other screens were revised to look more like a traditional journey planner app.
06 Validate
We tested the app within our team on multiple journeys. After a few weeks of testing we then shared with our original 10 commuters for feedback to find bugs and critical issues.
07 Launch
Iterate and build in TestFlight and test internally.
Release onto App Store anf monitor metrics.
