CASE STUDY
Reimagining the Future of Travel with Speculative Design
11 Agu 2022
by
Meidirasari Putri
Intro
In the bustling landscape of Indonesia’s transportation, buses and shuttles weave an essential thread by connecting people and cultures. Recognizing the pivotal role these modes of transport play in the lives of millions, we embarked on a design journey to enhance the way people move using buses and shuttles.
With buses and shuttles securing the top two spots in search inquiries on tiket.com, our team set out to address the unique needs of our users, ensuring a seamless and efficient booking process. The goal was clear: to elevate the user journey, streamline processes, and boost the market presence of buses and shuttles on our platform.
This article unveils the behind-the-craft stories of how our team navigated challenges, embraced creativity, and leveraged user-centric design principles to create the best platform. As we share our design odyssey, we invite you to join us navigate through the twists and turns of this transformative journey, steering towards a future where the ride is not just a means of transportation but a seamless and enjoyable adventure for all.
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Zahra Auliaul
UX Researcher
What approach and methods were used for research?
We first conducted several workshops to gather hypotheses on what bus and shuttle users are like and intents from each stakeholder as well as the Business, Product, User, and Tech Team.
Online Workshop
Second, we also conduct field research trips to experience the products and gather real-life insights and additional hypotheses.
In parallel, we invited some people who previously used bus and shuttle services from various communities to have a user interview.
Field Research - Buying Bus tickets & Riding
However, we still needed to compare our ideas and solutions and ideas with competitors so we did a competitor analysis.
Insights from Research
There are a lot of pain points, behaviors, needs, and wants that we discovered from our research. We grouped them into 4 pillars to organize and act on the ideas for the design solution. The pillars are:
Anxiety/Worried, capture the user's feelings of uncertainty about comfort, security, and the seamless of the experience.
Confused/Complicated, capture the difficulties faced when purchasing the ticket.
Lack of Nudging, capture the user's wants for benefits, flexibility, or personal preference needs.
Lack of Information capture the user's needs for some important information to help their purchase decision.
Lawrence Edward
Product Designer
How to implement the research result to the design?
Insights from Research
After building 4 pillars of the insight, we can define our Product Design Principle to guide us throughout our Product Creation process. We would like to solve them by creating designs that are Smart, Customizable, Motivating Users, and Educative.
Example:
Smart: Guiding users to the next step, recommending what’s relevant for them
Customizable: Allowing users to customize to personal preferences
Motivating Users: Nudging users to purchase
Educative: Informing users important and relevant information
Nindya Ardyani
Product Writer
What emotions or feelings do you hope to evoke in consumers through this product? and How you do it?
We have two things to aim while crafting the wording.
First, we aim to build confidence and trust in the users by highlighting the reliability and trustworthiness of our product. We highlighted the assurance of securing a seat reservation to address the worry of loyal users accustomed to ordering directly from trusted partners.
Second, we want to evoke a sense of joy and excitement upon hearing about the launch of our Bus and Shuttle product. We want our users to have a satisfying experience while they try the product. And most importantly, our users can appreciate the design.
Example of wording that we’ve crafted based on our goal.
Ryan Setiawan
Illustrator
What are the challenges you found throughout this project?
For our Bus & Shuttle illustrations & product icon, I have to collaborate with Edward as a designer & Nindya as a UX writer. Edward helped me to facilitate the brainstorming session and Nindya helped me by providing the copy to keep the illustration in context. Hence, my iterations will align with their intentions.
Once I had a baseline to work with, I started my exploration through 3D models, where I enjoyed creating the small details of the illustration.
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What are the key takeaways and lessons learned from this project?
"Through this project, I’ve learnt that being a product designer requires listening to stakeholder’s wants & needs through alignment, kick-off and workshops. I’ve also learn that sometimes the design solutions we may not always be the best, so being open to suggestions and criticism is important."
- Lawrence Edward
"Understanding the difference among the markets, users, and operational aspects of bus and transportation services is important. Also, it's essential to recognize that not all challenges can be readily addressed by a company, regardless of its well-meaning intentions. A thorough comprehension of the product is crucial for grasping the user's perspective effectively. With a solid grasp of product knowledge, reliance on others for information is reduced, facilitating smoother decision-making processes."
- Nindya Ardyani
"Compared to Hotels and Flights users, Bus and Shuttle users are not used by purchasing their tickets online. Hence, only using competitive analysis as a research method is not enough to cater all the users concern."
- Zahra Auliaul
"Illustrating the Bus and Shuttle project is challenging but exciting. I got many insights that I haven’t gained from non-flight transportation before, such as bus type and their technical specification. The team was accommodating throughout the crafting process and helped me with their feedback. I hope Bus and Shuttle will keep on growing."\
- Ryan Setiawan