Role

UX Product Strategist

Tools

Figma

Google maps API

CMS Software

Team

Manager

CMS Team

Passigo

Skills Leveraged

Product Design

Product Strategy

UX Research

How might we offer users an easier experience when looking for bus routes on our website

Problem Statement

Solution

The NYU Transportation Department received consistent feedback from students struggling to locate bus stops and navigate campus bus routes effectively. They approached our team to identify and address these pain points, aiming to enhance the usability and accessibility of the bus route information on their website.

We designed an interactive map to provide students with a clear and intuitive way to navigate NYU's bus routes. The map visually displays bus routes and stop locations in real-time, enabling students to quickly understand where they are and plan their travel efficiently

Research

To better understand the challenges students faced when navigating NYU’s bus system, I created a user empathy map to capture their feelings, behaviors, and frustrations. Many students expressed feeling lost about where to stand for the bus, often relying on Google Maps as a workaround to locate stops. They reported seeing little to no clear indication of where the bus would actually pick them up, which left them feeling uncertain and frustrated. This led many to think there should be an easier way to navigate the bus system. These insights revealed a consistent gap: students lacked clarity and confidence in using NYU’s transportation. The empathy map helped define this problem space and guided the design of the interactive map to directly address these pain points.

Design

Features

To meet the user’s needs for visualizing and locating bus stops, I began designing a few ideas to showcase to my team as potential solutions. My first idea was to simply add a photo description underneath each bus route on the website, while my second idea was to create an interactive map for users to visualize their bus routes. After showcasing my ideas, my team and I decided it would be better to combine the two ideas into one. For the interactive map, I began my wireframes in Figma, then transferred the final design into Google Maps due to its easy customization and accessibility for users who are all familiar with using Google products.

  • Interactive Bus Routes: Users can explore an interactive campus map that clearly visualizes real-time bus routes and stop locations.

  • Contextual Stop Details: Selecting a bus stop reveals precise information, including the stop’s location and guidance on where to stand for pickup.

  • Offline Accessibility: The map can be downloaded, allowing students and visitors to navigate campus bus routes seamlessly,even without internet access.

Outcomes + Results metrics

Since launch, the NYU Interactive Map has reached between 500K and 1M visitors, reflecting strong adoption across the campus community. The new features led to a 25% increase in user satisfaction and a 70% reduction in user complaints, significantly improving the overall navigation experience. In addition, the platform generated over 1 million engagements with the interactive map, underscoring its role as a valuable tool for students and visitors in navigating campus more efficiently.

Design Process

Define

Identifying Problem

Research

Data Reports

Design

Developing a Solution

Fidelity

User Journey

Results

Outcomes

Impact

Metrics

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The Process

Research

Identifying Problems

Desk Research

Competitor Analysis

Synthesis

User Persona

Ideation

Developing a Solution

Moodboard

Low Fidelity

User Journey

User Flow

High Fidelity

Further Explorations

Final Designs

Keynote Prototype

SwiftUI Prototype

Figma Prototype

Reflection

User Feedback

Next Steps

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