Overview
Allowing for Opal customers to plan, book and pay for On Demand services without the need of third party apps.
Transport for NSW is an agency responsible for planning, managing, and coordinating transport services, infrastructure and digital projects. It was established to bring together various transport functions under one organisation to improve efficiency and coordination.
The Opal Travel App is one of the leading digital products that Transport for NSW manages. It’s designed to make public transport in NSW more convenient for residents and visitors by providing a digital platform for planning and managing their journeys using various modes of public transport, including trains, busses, ferries, light rail and now on-demand services.
At the time of writing this case study, on-demand services are available to customers through third-party operator applications and this project is to allow customers to plan, book and pay 'On Demand' services within the Opal Travel App.
Problem statement
Currently, customers are unable to plan, book and pay for 'On Demand' services seamlessly through Transport for NSW digital channels. This creates a disjointed user experience from trip planning to service booking and payment all the way to service tracking. Customers must sign up for an account to use the operator app to book On Demand services.
Users & audience
The roll-out of 'On Demand' services is targeting areas with limited public transport infrastructure. At the time of writing this case study, on-demand services are available in areas of rural and regional NSW, Northern Beaches and Newcastle. This service offering is most beneficial to those without means of Transport or with issues accessing public transport.
Roles & responsibilities
The 'On Demand' project team was made up of a Product Manager, two Business Analysts, a handful of developers, a UX designer and myself. Having been allocated to this project at the delivery stage, most of the UX design considerations have been completed. My responsibility in this piece was primarily UI app design for iOS and Android. This involved relying on UX artefacts, engaging stakeholders, conducting handover and presenting to high-level stakeholders such as the CTO.
Scope & constraints
Since this project involved ingesting APIs from the on-demand operators and their apps, a lot of the flows and data displayed were heavily reliant on their APIs. Initially, the project intended to allow the customers to register with Transport Connect and 'On Demand Travel Credits' all within the app, but unfortunately due to constraints, we were forced to have the user exit the app, to then register, and register back to the app. This wasn’t an optimal experience it was a fight we could not win.
Processes
As I started with this project, I engaged the UX designer to have a handover, understand the discovery and research artefacts and how they lead to the wireframes that I’d be translating into high-fidelity iOS and Android screens.
With the On Demand team ingesting the Opal App UI kit, I needed to connect with the Opal Travel App team to understand the App UI kit, as they were in the process of updating the kit with the new brand guidelines and I needed to ensure alignment.
Once the UI design was underway, I would conduct weekly design updates with the Business Analysts, developers and the Product Manager. This way they were kept in the loop with progress but also provided an opportunity to provide feedback or inform me of any scope changes.
Anticipated outcomes
As the integration of 'On Demand' services into the Opal Travel App remains an ongoing project, the following outcomes are projected:
Enhanced user experience: The seamless integration of 'On Demand' services within the Opal Travel App is poised to create a more cohesive and user-friendly experience. Users will be able to seamlessly transition from trip planning to service booking, payment, and tracking, all within the same platform.
Streamlined journey planning: With the successful implementation of this project, customers will have the convenience of planning, booking, and paying for 'On Demand' services directly through the Opal Travel App. This streamlined process eliminates the need to use separate third-party applications, fostering a more integrated journey coordination process.
Expanded accessibility: The inclusion of 'On Demand' services within the app will extend the reach of public transportation, especially in areas with limited infrastructure. This expansion of services can make public transport a more viable option for individuals who previously faced accessibility challenges.
Simplified registration and payments: By integrating registration and payment processes within the Opal Travel App, users will experience a simplified and efficient interaction. This can encourage more users to utilise 'On Demand' services, given the convenience of a unified platform.
Successful UI Design integration: The UI design efforts for both iOS and Android platforms are expected to result in a harmonious integration of the Opal App UI kit, aligned with the new brand guidelines. This consistency contributes to a visually cohesive and recognisable user interface.
Strategic alignment: The project’s overarching goal of integrating 'On Demand' services aligns with Transport for NSW’s broader strategy of providing innovative and comprehensive transportation solutions as part of offering mobility as a service. The success of this endeavour will contribute to achieving the agency’s objectives.
User-centric approach: By building upon existing UX artifacts and engaging stakeholders, the project demonstrates a commitment to a user-centric design approach. This approach prioritises the needs and preferences of the app’s users, which can lead to higher user satisfaction and adoption rates.