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Megabus






2015

Personal design challenge

Brief

Create an improved digital experience for frequent megabusers.

Concept

Megabus caters to a young, technology obsessed demographic, yet their app is virtually useless. As a frequent megabuser, I decided to turn these mind numbing bus rides into an opportunity to conduct research and chat with my fellow megabusers about an improved digital experience.

Platform

iOS






Megabus Value Proposition


Megabus, branded as megabus.com, is the first, low-cost, express bus service to offer city-to-city travel for as low as $1 via the Internet.




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Customer Segment


Megabusers are primarily students and young professionals in urban areas.


With its free wifi and at-seat power outlets, Megabus is the choice bus line for technology-obsessed millenials.



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Opportunity


The existing iOS Megabus app has a dismal 1.5 star average rating. Out of 293 ratings and reviews, megabusers unanimously mark the app as useless, but are asking for one that works. Megabusers could benefit from an optimized mobile experience.


Almost all of these megabusers use their smart phones to display their boarding pass, which is not optimized for mobile viewing and must be retrieved through email. They are also frequently checking the status of their trip, and occasionally updating departure times. All of these actions are completed via their mobile devices, yet none of these actions are optimized for mobile devices.


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App or Responsive Web Experience?


Apps are focused on loyal customers, which is my target audience. An app would store a megabuser's billing information, frequently traveled places, boarding passes, etc resulting in a quicker and easier checkout and boarding process. An app is also more integrated with other mobile applications, such as alerts and messaging, which would enable Megabus to send schedule updates and travel notifications. There is also potential to collect data from megabusers through in-app surveys, etc.


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Market Research


I wanted to gauge interest in an app and learn more about these megabusers, so I created a survey. I handed it out to 50 people in the megabus queue in NYC and 50 people in the queue in Boston.




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And the survey says...



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85% of surveyed megabusers are between the ages of 18 and 24.




These are millennials who live on their smart phones.



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66% of surveyed megabusers are frequent bus riders with the majority taking Megabus 11 - 20 times a year.




Apps are perfect for frequent users.



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92% of surveyed megabusers use digital bus tickets.




Digital tickets are preferred over printed tickets.



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1% of surveyed megabusers used the Megabus app to purchase their bus ticket.




Why only 1%?



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45% of surveyed megabusers have downloaded the Megabus app, but deleted it.




Megabusers are looking for an app, but not the current version.







Heuristic evaluation of the existing iOS app


No login


Poor layout and hierarchy


No option to book roundtrip


Allows user to time travel...


Cluttered with overlays and transparencies


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Does not guide user in next selection


After entering all info, the app simply redirects user to Megabus mobile webpage


User cannot purchase a ticket directly in the app


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"Tap to show map" only provides a visual current location


"Save Trip" is not reflective of user's actual reservation. "Delete" only deletes what is saved in the app.


"Trip Status" does not reflect actual reservation


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Personas


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Sarah Haber


Sarah was one of the 100 surveyed megabusers who has tried the app but no longer uses it.


Sarah's survey results:


> 18-24 years old

> Takes megabus 21-30 times a year

> Always uses a digital boarding pass

> Did not purchase her ticket via the megabus app.

> Has downloaded the megabus app in the past, but deleted it.


“I take Megabus almost every weekend so I would totally use a good app.”


“I always try to catch an earlier bus so it would be cool to change my ticket on my way to the stop.”


“My boyfriend usually picks me up at the bus stop, so it would be sweet if I could just send him my ETA.”


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Marta Ciocca


Marta was one of the 100 surveyed megabusers who was not familiar with the megabus app, but was interested in using it.


Marta's survey results:


> 18-24 years old

> Takes megabus 11-20 times a year

> Always uses a digital boarding pass

> Did not purchase her ticket via the megabus app.

> Has never used the megabus app.


“An app? I didn't even know they had one!”


“I’m studying here from Italy and try to only use wifi, so I would love to have the ticket stored in the app instead of using my data to access my email for the ticket.”


“I'm not too familiar with the states, so I don't know exactly where the bus lets off.”






Affinity Diagram of Contextual Inquiries


Booking Travel


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Existing Trips & Boarding Passes


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Alerts & Trip Updates


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Location & ETA


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New Sitemap


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Wireframes


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Branding


There is no consistency across Megabus branding, especially across color.


Megabus brands itself using blue and yellow, yet the blue and yellow used on their website is different from the blue and yellow used on their fleet of buses, which is different from the blue and yellow used on their employee uniforms, and so on...




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The blue and yellow on their fleet of buses are the most recognizable and customer-facing.


Changing the colors on their fleet would also be the largest investment to change. Because of this, I matched the blue and yellow used on their buses to establish consistent branding across all platforms.

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#1A42B3

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#FFD706





Initial Prototype and A/B Testing


Existing app


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Prototype of my redesigned app created with InVision.


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Final Prototype




Login


Clean layout


Clear and consistent branding


Login and create account options in order to take advantage of the app's features (no guest checkout)


Moved cta's to bottom of screen for ease of reach

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Profile


Familiar iOS visual language


Clear menu bar for easily navigation


Color used to guide user selection


Add billing information for faster checkouts


Push Notifications and Location Services for an integrated app experience




Book Travel


Easily switch from One Way to Round Trip booking


Clear layout with appropriately sized input fields to guide user


"Continue" button remains transparent until all input fields are appropriately completed


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Calendar icon for easy date selection


"Continue" button becomes opaque to indicate completion of all input fields


Clear seat selection graphic

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Clear overview of selected trips


Breakdown of total fare with no hidden fees


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Clear graphic of credit cards accepted and security code location


"Go Back" option is comforting, giving the user an option to make changes


"Make Purchase" indicates a transaction, instead of "Continue" which only indicates a next step


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Confirmation that the transaction was completed


Option to save Billing Information in Profile if not yet entered by user

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My Trips


Clear overview of all current trips


"Make Changes" option to quickly alter existing reservations


"View Boarding Pass" to quickly pull up boarding pass at bus terminal


QR code for quick and secure boarding


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Alerts


Allowing push notifications sends messages to user without opening the app


New alerts are indicated with blue dot, and can be easily removed once read

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Location


Allowing current location use enables megabus to provide a live map of your booked reservation


Clear megabus arrival location, which can be shared


Clear estimated arrival time, which can be refreshed as traffic and location changes


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Integrated app experience allows user to share megabus arrival location and estimated arrival time


Automatically generates a message with user's ETA and pick up location

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© 2009 - 2017 Stephanie DelVecchio All Rights Reserved