Project overview :
 
This project focused on improving the UX/UI of a ticket-buying system, with the goal of making the process easier, faster, and more user-friendly. The key objectives were to simplify complex steps, reduce user overwhelm, and provide a seamless ticket-purchasing experience.

Role & Responsibiliy
UX/UI Designer

In collaboration with
Hyejin Shim & Riva Pinto

Identifying the Problem

We began by analyzing the current ticket-buying experience, identifying pain points like:

• Complicated systems: Users often found it challenging to navigate through the numerous ticket options available.
• Time-consuming process: The decision-making process was slow, with users taking longer to find the appropriate ticket.
• Overwhelming interface: Too much information and too many options on a single page created a sense of overload for users.

Design Process

Step 1: Research and Exploration
We first conducted research to understand user behavior and common issues when buying tickets. This included user interviews at the main station in Zurich, in front of our university and at  Bahnofstrasse, as well as, testing existing systems. From the research, it was evident that users wanted a straightforward process with clear options and fewer steps.

Step 2: Ideation and Concept Development
Based on our findings, we brainstormed solutions to simplify the user journey. Our concept revolved around breaking down the complicated steps into smaller, manageable sections. The goal was to minimize confusion and create a more intuitive flow. We also aimed to emphasize the ease of purchasing stress-free tickets.

Step 3: Low-fidelity Prototypes
We created low-fidelity wireframes that restructured the interface, ensuring that users could clearly see ticket options in a more segmented and understandable manner. For example, we split the ticket selection process into two steps instead of one overwhelming page. This included a simple interface for selecting tickets, understanding zones, and ensuring validity periods were easy to comprehend.



Step 4: Iteration
Feedback from early-stage testing revealed issues with ticket confusion, particularly around zones and time validity. We iterated the design by implementing clearer information displays, incorporating zoom functionality for route maps, and improving the timetables' layout. Users also struggled with finding a quick-access option for visitors. In response, we proposed adding the Zürich Card with clear purchase options, enhancing the experience for tourists.




Step 5: Visual Design and Branding
For the look and feel, we drew inspiration from existing transit apps while refining the design with clean, modern typography and intuitive color schemes. This was vital for maintaining visual harmony while focusing on usability. We ensured the application adhered to branding guidelines of similar transit platforms while making the interface more accessible.



Step 6: High-fidelity Prototypes
With the refined insights, we developed high-fidelity prototypes. The UI emphasized clarity, providing breakdowns of ticket details, route information, and zone complexities. Key buttons were highlighted, and information visualization became a priority, especially with maps and timetables. The overall goal was to make the design user-friendly and visually appealing.


Clickable Prototype

Solution

Our final solution addressed each of the key pain points:

1. Simplification through Step-by-step Guidance: Users were guided through the process with segmented ticket selections.
2. Enhanced Information Clarity: We provided clear, zoomable route and zone details to help users understand complex transport systems.
3. Visitor-friendly Design: The Zürich Card was made more prominent for visitors, ensuring they could quickly understand and purchase this option.

Testing and Next Steps

After building the prototypes, we conducted user testing to ensure that the design was accessible and intuitive for a broad user base. Key testing outcomes were:

• Positive feedback on clarity: Users appreciated the simplified ticket selection process and the improved layout for route and zone information.
• Suggestions for improvement: Some users requested further highlights on critical actions, such as the "Next" button and better visibility for final ticket costs.

Conclusion

The project concluded with a detailed plan for final adjustments based on user feedback, further prototype development, and additional rounds of testing. The design aims to provide a seamless and stress-free commuting experience, ensuring ease of use, accessibility, and quick access to relevant information.

Our goal was to craft an experience that makes commuting more pleasant while addressing the primary pain points observed in the original system. This project highlights the research-driven, iterative design approach that we employed, demonstrating our commitment to user-centered design in solving real-world challenges.