Credits - Skånetrafiken, Great Works Cph, Attention Group
My role - Field research, Concept, Sketching & prototyping, flow design, User testing
Tools - Sketch, Marvel & Invision, Principle
Challenge
The user experience of todays ticket vending machines has long since been surpassed by other platforms. The ticket machines is a fundamental interaction point in the overall experience for many travellers, but the machines do not offer the speed and simplicity that users expect from a digital service of today. Therefore Great Works Cph and Attention Group - together with Skånetrafiken - set out to create the next generation of ticket vending machines that would fit the intelligent user of today.
The Process
The design process was conducted in two sections. The initial part was a preliminary research where Great Works and Attention spent som time exploring and learning about the field. Secondly we went through a 4 week agile prototyping phase, which ultimately enabled us to present a conceptual direction to Skånetrafiken showing initial prototypes.
Preliminary research
We conducted preliminary research to learn about the existing system within Skånetrafiken and especially the travelers using Skånetrafikens public transportation system. As a result of conducted contextual observations, interviews with the travelers and employees of Skånetrafiken and additionally desktop research, we were able to identify some overall findings:
There is a lack of transparency within the ticket system.
Different user types means different needs.
Physical design and UI lacks accessibility.
4 weeks of iteration
After learning about the field, we spent a 4 weeks developing the conceptual direction. The four-week process consisted in ideation, sketching, prototyping, testing and designing the interface for the ticket vending machine. Attention was responsible for the physical design. We started out by ideating together, and afterwards we continously worked seperately and together, in order to work on our individual tasks and still make sure that we were aligning the overall design.
Week 1 - Initial sketches and explorations of various purchase flows: We sketched out several purchase flows and quickly tested people’s overall experience in order to converge the parts that were working into to more detailed flows. Simultaneously Attention were prototyping and testing the physical design of the TVM’s.
Week 2 - Light weight prototype testing and narrowing down to one flow: We adjusted the two flows, and using Marvel we tested the flows for potential users. Based on feedback we adjusted the two flows and eventually converged them into one flow.
Week 3 - High fidelity testing and finalising flow: Having one flow in place, we could start explore and test the visual design. The previous weeks was about identifying a suitable and simple user flow and figuring out the right order of steps. This part was more about designing the flow, using the visuals to empower simplicity.
Week 4 - Finalising the concept and design: We finalised the design and tested the technical part of making the UI work on the actual physical prototype together with Attention. Furthermore we prepared several prototype flow to hand over to Skånetrafiken.
The Concept
We unpacked the vision of a caregiver brand archetype and reimagined Skånetrafiken as a travel companion. We wanted a future in which Skånetrafiken is a trusted partner for travellers from all walks of life. It’s with you when you need it, and is a trusted voice in creating positive travel experiences, whatever the context.
We imagine a system where TVMs are more than just sales points. We see them as way finders across the city, so that no matter where you are, no matter how unfamiliar the destination, Skånetrafiken can always get you where you need to be. We envisage a TVM that inspires travellers to explore the region, by bringing ticketing back to a context that modern travellers both understand and expect.
A simplified ticket and zone system
A physical design for everyone
A simple and personalized purchase flow
Travel information whenever needed
