Client
Our client, the Integrated Transport System of the Bratislava Region (IDS BK), provides public transportation services that connect different types of transport and operators within the Bratislava region. Their goal is to simplify travel by allowing passengers to use a single ticket, regardless of the transport provider or mode of transportation. IDS BK is committed to efficient and sustainable mobility, enhancing passenger comfort and satisfaction while streamlining cooperation among all transport partners.
Goals of the Collaboration
The IDS BK app was originally developed in 2018 and has been continuously evolving ever since. While this gradual development expanded the range of services the app offers, the user interface design remained largely unchanged. As a result, the app suffered from an outdated design, inconsistencies, and, most importantly, poor usability.
Our goals were to:
- Improve the overall user experience
- Listen to users' feedback, expectations, challenges, and needs
- Come up with new features
- Consider accessibility for people with disabilities
We Started with Research
Although most of our team is based in Bratislava and we have experience with the app or are regular users, none of us had fully utilized it or were aware of all the features it offers. At the beginning of the process, we needed to thoroughly understand the product itself, the market it operates in, but most importantly, what users expect from it and what issues they face.
Research activities that pushed us forward:
- Analysis of the current solution – the main goal was to understand the product and have a clear and accurate overview of the app, including all of its functionalities.
- Data research – the goal was to analyze various metrics and data from Google Analytics, as well as from different analytical tools and annual reports provided by the client. This data research helped us gain a deeper understanding of user behavior and preferences, allowing us to identify opportunities for optimization and improvements.
- Competitor and market analysis – the goal was to examine and evaluate competitive solutions for suburban transportation apps in Slovakia and abroad. We focused on identifying key features that could provide valuable insights for improving our app and attracting new users.
- User interviews – the goal was to better understand what our users truly need and expect from the app. We aimed to discover their preferences, daily routines, issues, and frustrations related to traveling, so we could identify specific areas for improvement. These interviews also provided inspiration and new ideas for our app. We conducted them with both occasional and regular app users, as well as individuals who had never used the app. The respondents varied in age, ranging from high school students to retirees.
Key Findings and How We Addressed Them
From each research activity, we gained many valuable insights. Here is an overview of the most significant findings and how we applied these insights to our app:
Users Find the Registration Process Frustrating
100% of users in interviews mentioned that they would prefer to use the app without mandatory registration or login. They perceive it as unnecessary, time-consuming, and want to try the app before registering.
The new app allows users to fully use it without registration, while also offering the option to register/login through Google/Apple, which speeds up the entire process.
Users Are Unaware of Features Beyond Ticket Purchasing
An interesting finding was that users do not utilize features beyond ticket purchasing. Users mainly interact with the functions displayed on the home screen and tend to ignore the rest of the app. Studies show that users usually interact most with features they see immediately upon opening the app, as they are the most accessible and visible. The layout and design of the home screen significantly impact the usability of the app and user satisfaction.
Therefore, the new home screen includes the most important information for the user, such as:
- Route Search – Users previously had to use up to 3 different apps to search for a route and make the final ticket purchase. Now, they can do it with just a few clicks directly from the home screen.
- Most Frequently Purchased Ticket – 85% of users repeatedly purchase the same ticket. Now, they no longer have to choose from a long list of tickets.
- User Addresses – 100% of users told us in interviews that 90% of the time they travel the same route, such as from home to work or from home to school. The new feature allows them to save addresses as favorites, so on the home screen, they can see the next departures to these addresses from the nearest stop in their area.
- User's Favorite Routes – Users can mark a route as a favorite, and on the home screen, they can see its next departure as well as updates, such as information about disruptions or detours.
One-Click Ticket
The primary function for users is ticket purchasing. They usually buy their ticket when they see the bus approaching the stop, so the process needs to be quick and without unnecessary steps or interruptions.
In the new version of the app, users can purchase a ticket with just two clicks using a small modal window, where only the initial stop needs to be confirmed. The payment gateway is pre-defined based on the user's previous payments. If the user wants to change the activation time or the number of tickets, there is an option to access the extended purchase options.
