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Beyond Data:
Designing for the Rider Experience




LJUBA MILJKOVIC                      @LJUBA
.
We help organizations
  deliver great experiences
                          .
that improve people’s lives
Key Consulting Clients

Technology           Travel and Tourism    Media &
 ‣ Twitter            ‣ Princess Cruises   Entertainment
 ‣ Flickr             ‣ Rail Europe        ‣ CNN
 ‣ YouTube            ‣ Cathay Pacific     ‣ Harvard Business
 ‣ Skype              ‣ Vail Resorts          Review
 ‣ Zappos                                  ‣ NPR
 ‣ Blogger           Consumer Brands       ‣ Travel + Leisure
 ‣ Palm WebOS         ‣ ASICS                 Magazine
                      ‣ Nike               ‣ Bonnaroo
Financial Services    ‣ Crayola            ‣ Disney
 ‣ Wells Fargo        ‣ Hallmark
 ‣ USAA               ‣ Sony               Not For Profit
 ‣ Vanguard           ‣ Samsung            ‣ Creative Commons
                      ‣ Best Buy           ‣ United Nations
Transporter
Master’s Thesis
at UC Berkeley
Used by thousands
of people every day
Based on research
with transit riders
Creating Transporter
from the Outside In
TECHNOLOGY
APPS



TECHNOLOGY
Beyond Data: Designing for the Rider Experience
APPS



TECHNOLOGY
APPS



TECHNOLOGY
APPS



TECHNOLOGY
RIDERS


         APPS



TECHNOLOGY
RIDERS


         APPS




                          “
TECHNOLOGY
                            When will
                         the bus arrive
                             at a stop?
RIDERS


         APPS




                          “
TECHNOLOGY
                            When will
                         the bus arrive
                             at a stop?
RIDERS


         APPS




                          “
TECHNOLOGY
                            When will
                         the bus arrive
                             at a stop?
RIDERS


         APPS




                          “
TECHNOLOGY
                            When will
                         the bus arrive
                             at a stop?
RIDERS


         APPS




                             “
TECHNOLOGY
                               When will
                            the bus arrive
                                at a stop?


                    “    How many stops
                          before I need to
                          get off the bus?
“    When will the bus arrive at the stop
                       RIDERS I’m standing at?


         APPS




                                    “
TECHNOLOGY
                                      When will
                                   the bus arrive
                                       at a stop?


                             “  How many stops
                                 before I need to
                                 get off the bus?
“    When will the bus arrive at the stop
                       RIDERS I’m standing at?


         APPS             “ I’m on my way to the
                           train; should I pick up
                             the pace to catch it?


                                    “
TECHNOLOGY
                                      When will
                                   the bus arrive
                                       at a stop?


                              “ How many stops
                                 before I need to
                                 get off the bus?
“ When will the bus arrive at the stop
                             RIDERS I’m standing at?


                  APPS          “  I’m on my way to the
                                  train; should I pick up
                                    the pace to catch it?


                                           “
     TECHNOLOGY
                                             When will
                                          the bus arrive
                                              at a stop?


                                    “  How many stops
                                        before I need to
                                        get off the bus?

Am I waiting for the bus on the right side of the street?
“
I have two bus options.
Which one arrives first?        “ When will the bus arrive at the stop
                                            RIDERS I’m standing at?


                                 APPS          “  I’m on my way to the
                                                 train; should I pick up
                                                   the pace to catch it?


                                                          “
                    TECHNOLOGY
                                                            When will
                                                         the bus arrive
                                                             at a stop?


                                                   “  How many stops
                                                       before I need to
                                                       get off the bus?

               Am I waiting for the bus on the right side of the street?
Research
               Discovery:
               Transit Rider Anxiety

Prototyping
               GOAL
                ‣ Design a transit app to reduce

                  rider anxiety
User Testing



Development
Research



Prototyping



User Testing



Development
Research



Prototyping



User Testing



Development
Research



Prototyping



User Testing



Development
Research



Prototyping



User Testing



Development
Research



Prototyping



User Testing



Development
Results of an Outside-In Approach
Beyond Data: Designing for the Rider Experience
Three Tabs:
Organized by Use Case



LINES
 ‣ Find arrival times for any

   stop or line.
Three Tabs:
Organized by Use Case



FAVORITES
 ‣ Frequently used lines/stops

 ‣ Compare alternatives

 ‣ Everything on one screen
Three Tabs:
Organized by Use Case



NEAR ME
 ‣ “When’s the bus coming to

   this stop?”
 ‣ “Where’s the closest stop?”
Unique Features:
Live Route




“
I'm a long time public transit commuter, so I
know most of the routes already. But the
moment I saw this app tell me where on the
bus line I was while I was on the 48 inbound,
                                 “
I was hooked. You can even get an estimate
of how long till you get to the stop!”
New Technology:
Real-Time Trip Planner



UNRELEASED
 ‣ Designed but not released
RIDERS


         APPS



TECHNOLOGY
RIDERS


                           APPS



                  TECHNOLOGY




                                                   TRANSPORTER
                                           transporterapp.net

                                                         EMAIL
Ljuba Miljkovic                    ljuba@adaptivepath.com

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Beyond Data: Designing for the Rider Experience