BVG

UX Case Study – self-initiated redesign

WHAT I DID

UX & UI Design

Research & Analysis

Ideation & Concepting

Visual Design

Wireframing & Prototyping

Usability Testing

DURATION

8 weeks

Berlin's public transport system, managed by BVG (Berliner Verkehrsbetriebe), operates without entry barricades or gates, relying instead on a trust-based ticketing model where passengers are expected to have a ticket but can enter the vehicle without upfront validation. Passengers purchase tickets via vending machines, from bus drivers, or through the BVG app.

During my time living in Berlin, I opted for a subscription-based ticketing system, avoiding the need for the BVG app. Instead, I carried a physical card, which could be validated by a controller if one was present inside the vehicle.

Curious about widespread complaints, I decided to explore the app's functionality. Unfortunately, I discovered significant shortcomings in both available applications, undermining their ability to deliver a seamless ticketing experience.

This challenge presents an opportunity to enhance user experience and improve ticketing efficiency for the BVG. 

Photo: Wikipedia

Photo: BVG

RESEARCH & DISCOVER

I started the research by downloading both BVG apps and tried to book a ticket.
Both apps are for buying tickets, one of them with navigation in addition. Somehow I was annoyed with both apps by doing a simple task.

I looked at other transport apps, and I succeeded in my task so much faster and smoother.

Photo: Liebeskind

EMPATHISE

After I compared different transport and navigation apps with another, I decided to conduct usability tests and in-depth interviews to gain deep insights for qualitative data, so that I can understand the user's needs, behaviours and problems.

I confirmed my assumptions with an online-survey for quantitative data: I learnt that users were using different apps like Google/Apple Maps for navigation, instead of the in-app navigation of the BVG. Users were saying that the app is too cluttered. The language is neither correct nor consistent, and it expects you to know the address, since you can't type in a venue (like a restaurant, bar, etc.).

ANALYSE & DEFINE

I analysed the information I gathered and created user personas and empathy maps. Defining users and scenarios helped me to understand who uses the product, and what problems they want to solve.

The app needs to convince young and old people, locals and tourists, and techies and novices.

IDEATE & DESIGN

Keeping the personas in mind to design a solution,
the first step required considering the structure of the app.

First I listed all screens and created a site map. Based on the site map, I created a flow chart afterwards, to understand how the user would flow and navigate through the app.

I wanted to allow the user being able to keep track of their journey, whilst they are choosing a ticket. In the current app it requires you to go back to see your journey. Also I added the possibility to change the time, which was a problem identified earlier. 

After that I experimented with wireframes, and created working prototypes that can be tested with users. The design was intuitive and self-explaining enough to allow them to plan trips and buy tickets smoothly.

A thing, which needs to be explored more, is whether to have the current location as default when planning a trip, or to have an empty input field with a current location icon, that can be activated, whenever you need. 

OUTCOME & TAKEAWAY

I have to say, I was quite surprised by how cluttered and confusing the official app is. It has so many features and information, that basic functions like buying tickets and planning trips got lost.

My approach aimes on improving the user experience by actually focussing on the user and simple tasks, instead of bombarding the user with endless features.

I focussed on problems that needed attention: I cleaned up the interface, and reorganised and reduced the ticket options.

But there is so much more to study, like a digital subscription card, which you can add to your wallet, or an onboarding for tourists, which gives you information about whether you will need to request a stop for the bus or tram at certain times throughout the day.

To wrap this up, I designed a splash screen, since the actual app doesn’t have one. It introduces the app and gives the user a sneak peek of what type of experience they are going to have.