CSAT
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0
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Num of Taps
-
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User Feedback
All participants reported that my redesign is easier to use than the original version and takes them less time to learn.
Improve High-Speed Rail Ticketing Experience
INTRO
I redesigned the THSR APP by running through the entire UX design life cycle to enhance the user experience of THSR ticket booking and distribution.
TIME
3/2024 – 7/2024
PLATFORM
Mobile App
ROLE
UX Designer/Researcher
Impact
More intuitive ticket distribution workflow
BEFORE
AFTER
Higher accessibility to the timetable
BEFORE
AFTER
Improved display of reservation details
BEFORE
AFTER
BACKGROUND
Potential improvement opportunity of THSR App
THSR APP is the official application of Taiwan High Speed Rail. As the main access to THSR services, I found a lot of users have complained about its usability and felt confused during their usage.
USER RESEARCH
Insights from user interview & App Store review crawl
I conducted user interviews with 10 participants and wrote a Python script to crawl 500 recent reviews on App Store. I then analyzed the findings using affinity mapping and an impact matrix, which helped me identify two major pain points.
User Interview
I conducted user interviews on 20 THSR App users.
Gender
Age
Frequency of Taking THSR
Affinity Map
Crawling reviews on the App Store
I wrote a Python script to crawl 500 recent reviews and filtered out those with ratings below three.
Summary
I used an impact matrix to analyze the 4 main pain points and decided to focus on the "ticket distribution" and "timetable" features.
DEFINITION
Build personas & analyzing user journeys
Based on prior user research, I created two personas and mapped their user journeys to define the target audience and the problems they encounter while using the THSR app.
Persona
User Journey Map
How might I improve the user flow from checking timetable, booking tickets, to distributing tickets among multiple users?
IDEATION
Redesign the information architecture to enhance discoverability of train info
- Enhanced the timetable discoverability
- Reorganized the timetable information based on user needs
- Integrated various ticket statuses into a single tab for a more intuitive information architecture
After
Before
After
Before
Streamline the user flow to simplify timetable checking and enhance the intuitiveness of ticket distribution
- Integrated timetable checking into the ticket booking workflow to streamline the process and enhance efficiency
- Separated the ticket collection and distribution flows for usability
After
Before
After
Before
DESIGN ITERATIONS
It's hard for users to be aware of the additional filter on the booking page for timetable checking
Explore different visual cues consistent with the design system
PROPOSED SOLUTIONS
Added a checkbox for schedule display on the booking page when setting up filters
Allowed users to be aware of the new function in advance but the wording is too long
Adjusted the filter wording
It became more concise but could be confusing
Changed from buttons to tab pages
Consistent and intuitive for users but less scalable
Decision: Switchable tab pages
Based on the A/B testing results, all participants preferred the third solution for its consistency and usability.
- Switch form buttons to tab pages for intuitiveness
Users find it hard to determine if booked tickets meet their needs until the last step of the booking process
Reorganized the reservation details display to help users quickly decide whether to proceed with their booking
After
Before
After
Before
BEFORE
AFTER
FINAL DESIGN
A more intuitive flow for ticket booking and distribution with improved access to timetable information
Ticket Booking
Adjusted reservation details based on user needs
User research revealed that when booking tickets, people care about their seats and prefer to review reservation details as early as possible to decide whether to continue with the booking process
Ticket Collection & Distribution
Separated the user flows of ticket collection and distribution for intuitiveness
Users are confused and find the current user flow troublesome, as it requires them to collect a ticket before distributing others
Integrated different status of tickets for simplification
I integrated different status of tickets (unpaid/uncollected/collected) into one tab page to make the information architecture more concise
Linked the distribution notification to the history page for usability
Users expressed a potential need for access to ticket distribution records after the operation, so I linked the pop-up message to an additional history page in the menu
Timetable Checking
Improved user access to the timetable by switching tab pages
When users missed booking tickets, they often needed to check the timetable to buy non-reserved seat tickets. However, in the past, they found it difficult to locate this function within the app
Added non-reserved seat information for user needs
Users require information about the number of non-reserved seats available on each train to help them decide which one to take
Enabled users to scroll through schedules for usability
Flipping through pages to browse trains can be overwhelming for users, making it difficult for them to identify newly loaded schedules
USABILITY TESTING
I conducted 8 usability testing sessions to evaluate the effectiveness of my design in improving user efficiency in ticket distribution and timetable checking.
REFLECTION
Information architecture & user flow redesign
According to user feedbacks from the research, I redesigned the app’s IA and the user flows of ticket distribution and timetable checking to elevate the feature’s usability and accessibility.
If I can deploy the new design into the market and conduct usability testing with real users, I will measure the task success rate for ticket distribution and the average time users spend completing the task. This approach will help me verify whether users can achieve their goals more efficiently with my redesign.