UX Case Study: Timely - An NYC Transit Lookup App
Year: 2024
Problem Statement
New York City’s vibrant public transportation network is vital to millions of daily commuters. Despite the availability of feature-rich navigation apps, many regular users find these platforms overly complex. They prioritize navigation, leaving users who need quick access to transit schedules underserved.
Project Goal
Timely was conceptualized to bridge this gap by focusing on simplicity and efficiency. The app is tailored for frequent commuters who already know their routes and primarily seek accurate and direct schedule information, such as train arrival times, without navigating through cluttered features.
My Role
UX/UI Designer
UX Researcher
My Responsibility
Conducting research
Conducting survey and interviews
Data synthesis
Wireframing
Prototyping
Conducting usability testing
Research Objectives
To ensure the app resonates with its target audience, I established the following research goals:
Understand commuting patterns and habits of regular NYC public transportation users.
Identify pain points with existing navigation apps.
Validate market demand for a simplified transit lookup app.
Define core functionality to meet user needs effectively.
Research Methodology
Quantitative Research: Survey
Sample Size: 47 participants
Survey Design: Focused on demographics, transportation habits, pain point analysis, and feature preferences.
Data Synthesis
Demographics
Age: 83% of respondents are under 44 years old, with the largest group (34%) aged 25-34.
Experience: Approximately 60% of participants have over four years of public transportation experience.
Usage Patterns
Frequency: 74.5% of users rely on public transit at least four times a week, reflecting a high dependency on efficient schedules.
Main Purpose: The data shows that checking arrival times (44.7%) is the predominant use case, while 19.1% primarily use turn-by-turn navigation. A significant portion (29.8%) uses both features depending on the situation, suggesting adaptable user behavior. A small segment (6.4%) reported other usage patterns.
Pain Points with Existing Apps
66% of respondents identified inaccurate times as their top frustration.
Other issues include:
Slow loading times (44.7%)
Complex user interfaces (29.8%)
Overwhelming features (25.5%)
Navigation-centric designs (19.1%)
Desired Features
Users prioritize real-time updates, service alerts, and the ability to save favorite routes. These features were highlighted as essential for improving the commuting experience.
Simplicity and ease of use were recurring themes, with respondents emphasizing the need for a streamlined app tailored to regular commuters' needs.
Key Insight
Based on the usage patterns showing that 44.7% of users primarily check arrival times, simplifying the app to focus on this core functionality could address multiple pain points simultaneously:
The high prevalence of inaccurate times (66%) could be improved by concentrating development resources solely on arrival time accuracy rather than maintaining multiple features
Slow loading times (44.7%) could be reduced by streamlining the app to prioritize timetable data
Complex UI (29.8%) and overwhelming features (25.5%) could be eliminated by focusing on a single, well-executed core function
Qualitative Research: Interviews
Sample Size: 3 participants
Objective: Gather deeper insights into user frustrations and expectations.
Based on our user interviews, I have created 2 distinct personas representing two primary user groups. These personas emerged from analyzing feedback from users of Transit app and Google Maps, capturing their unique needs and pain points in commuting:
Key Insights
This feedback highlights the need for a free, easy-to-use app that shows complete schedule information without extra charges. By providing clear and simple timetable details, users can plan their trips based on their needs, improving their overall travel experience.
User Flow - Competitive Analysis
Design
User Flow
Digital Mid-Fidelity Wireframe
Design Features
Focus on real-time updates of the current train, including its current location and the full route schedule.
Quickly check all upcoming train schedules.
Next Step
Testing & Iteration: Conduct user testing on the current flow and iterate based on feedback.
Finalize UI design and develop a high-fidelity prototype.
Takeaway
Throughout this project, I gained valuable insights and learned important lessons about the UX design process:
Research Validates Assumptions Starting this project, I assumed simplifying the transit app would benefit users. Through conducting surveys and interviews, I learned the importance of validating assumptions with real user data. The research not only confirmed my hypothesis but also revealed specific pain points I hadn't considered, like the high percentage (66%) of users frustrated with inaccurate timing.
Less Can Be More One of my biggest learnings was that creating a focused, streamlined solution can be more valuable than building a feature-rich application. By concentrating on the core need - quick schedule lookup - I could address multiple user pain points simultaneously while maintaining simplicity.
The Power of User Stories Conducting in-depth interviews and creating personas helped me develop a deeper understanding of user needs. These personal stories and insights were crucial in shaping the final design and ensuring it truly served its intended audience.
Design Process Evolution Initially, I planned to include more features, but the research data guided me toward a more focused approach. This taught me to be flexible with my design decisions and let user needs drive the solution rather than personal preferences.
Areas for Growth Moving forward, I would like to conduct more extensive usability testing and iterate on the design based on user feedback. This project has shown me that UX design is an ongoing process of learning and improvement.
This project reinforced the importance of user-centered design and taught me valuable lessons about the balance between functionality and simplicity.