SF Travel

Making Muni Accessible for Beginners

Problem

New visitors and tourists have a hard time navigating and discovering the hidden gems that San Francisco has to offer. SF Travel would like to help them navigate the city using the Muni system as their primary mode of transportation.

Methods

Competitive/Comparative Analysis, Surveys, Intercept Interviews, Affinity Mapping, Usability Testing

User Research

We conducted surveys, intercepts interviews with visitors around San Francisco, and did comparative/competitive analysis of local transit applications.

Key Insights

“I don’t care as much about time, I want the experience”

1. Many visitors don’t use Muni because they don’t even know where to start, where the stops are or what they look like. Our tool needs to help them learn how to use Muni.

2. Users want to discover and explore San Francisco, especially locations off the beaten path.

3. Finally, users want to see this information as they actively navigate around the city.

Personas

User Flows

We separated Amanda and Laurie’s different journeys into two separate paths - those that wanted to learn more about how to use transit and ones that wanted to discover more about the city. They both eventually lead to the same place when they choose a destination to navigate to.

Wireframes