Problem

In considering the evolving needs of a growing population, Queensland’s Department of Transport and Main Roads (TMR) needed to design a holistic customer-centered web experience solution for the future payment and ticketing of Brisbane’s public transport network. Key questions to solve included: what is the user experience vision, how will that manifest on desktop & mobile apps, how might the experience be personalized based on behavioral data, and – how might the information architecture of the digital interfaces be consistent, clear and customer focused? Lacking internal capability, TMR hired my team who brought capabilities such as Service Design, UX Design, Cognitive & Analytics, and Technical Business Analysis. My role was UX Design and Research lead, overseeing 2 graduates and 1 junior designer.

Approach

After an early plan pivot, I started reviewing existing documentation including business requirements, personas, and prototypes to get into the detail. My global competitor research helped spotlight what best-in-class looked like in direct and adjacent competitors. I planned and facilitated a future-state activity as part of a full-day co-design workshop we ran to co-create a definition of success, map stakeholders, and capture challenges, risks and dependencies. Another output of the workshop was alignment on key personas to design for and a list of feature ideas to take into prioritization with customers. Next up we conducted 15 x 90-minute interviews to get qualitative insights into the behaviors and attitudes of TMR’s customers. The outputs of these interviews helped guide our IA and UX design activities, also feeding into the creation of a future-state vision captured in a service blueprint.

Value delivered

At the end of a 12-week engagement, the team and I delivered a future state service blueprint that described the customer experience vision for 3 key personas along target customer journeys. UX features, personalization opportunities, and key initiatives were illustrated in a consumable infographic. Breaking these down into 3 delivery horizons provided our TMR with an actionable and strategic backlog to get started on as they worked towards realizing their future vision for Brisbane’s public transport network. The work I had done – a documented IA and 15 wireframes for web and app – served as robust thought-starters for TMR as they entered the subsequent detailed design phase.
Services provided
// Stakeholder alignment
// Customer Research
// Competitor landscape analysis
// Opportunity identification
// Customer journey mapping
// Information Architecture design
// UX Design
// UI Design
*Detailed deliverables available on request