Seattle Public Transit
User Research, UX Design, Visual Communication Design
Team: Me!
Duration: 3 months
Role: User Researcher & Designer
Tools: Adobe Illustrator, Figma,
The Seattle Department of Transportation (SDOT) was looking for ways to make a more cohesive, accessible system.
I created an updated visual system, accessible directional signage, and user-friendly mobile + kiosk interfaces.
DESIGN QUESTION
How might we streamline the confusing & intimidating process of using Seattle public transit?
Background
Seattle public transit is made up of two agencies: the King County Metro + Sound Transit. I explored how we might make design changes to make these agencies more cohesive, as well as to increase accessibility and ease of use.
Research
I first conducted informal user research to identify issues with the current system. Via Miro board, I collected testimonials from students to get insight on the process of navigating Seattle’s public transit. In addition, I did background research on the SDOT’s audience, purpose, and platform presence.
STRENGTHS
Breadth of info: the Seattle transit websites offer a vast amount of info on how to use its services
Helpful tools: the King County metro site offers “find a schedule” + “plan a trip” tools
Communication of accommodations: the websites also include centrally-located links to info on the accessibility accommodations offered by each service
Weaknesses
Digestibility of info: useful info is buried by the cluttered, overwhelmed layout
Accessibility of info: important updates are available online but inaccessible for people on-the-go or who don’t have access to technology
Lack of live updates: many riders rely on word of mouth
Confusing experience: navigating the system is often intimidating to first-time riders
Analysis
Storyboarding:
Based on my research, I created a storyboard to highlight the pain points of navigating Seattle public transit through the eyes of a new user. The storyboard helped me focus moving forward.
User Flows:
I imagined flows diagrams for three of Sound Transit’s most common users: commuters, tourists, and non-English speaking tourists. When creating flows, I considered the user’s familiarity with the area and transit system, and how this would affect how they use the interface.
Commuter
These users live in the Seattle area and use public transit to go to work and other places. I assumed that this user would already have a Sound Transit account, and that they would be familiar with how public transportation works is Seattle. Therefore, commuters have the most simple user flow.
English-speaking tourist
These users live outside of the Seattle area and are unfamiliar with how the city’s public transit works. I assumed that this user would need to create a new Sound Transit account, and that they would benefit from on-boarding. On-boarding familiarizes the user with Sound Transit and allows them to travel preferences.
Non-English speaking tourist
These users live outside of the Seattle area, are unfamiliar with how the city’s public transit works, and speak a language other than English. The flow is identical to that of the English-speaking tourist, with the exception of the “Select Language” step.
Design
Wireframes:
Next, I began to create wireframes based on my user flows. I decided to go the lofi route and draw the screens by hand, so that I didn’t get too attached to the layouts. This step helped me explore design possibilities, yet stay open-minded to new ideas.
Visual System:
Before moving onto my hifi mockups, I developed a visual system for Sound Transit. I based my decisions on friendliness and accessibility. For colors, I chose hues that represent the Seattle area: dewy grass green, Puget Sound blue, and deep salmon.
Mockups:
Lastly, I applied my visual system to hifi mockups. Based on peer feedback, I adjusted my wireframe layouts when designing the final screens. In addition to the mobile app + kiosk interface, I designed an interaction bus times display and directional signage.
