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streetkar︎


briefParticipants have mentioned that their safety is at risk when sitting in an environment that is not maintained. Passengers sometimes act out of order and can cause stressful environments.

We target Los Angeles as one of the cities in America to have one of the largest smog problems. Los Angeles has a different mentality to those who do not want to take the public transportation system, although many other cities have a much worse experience, yet, their system works for the everyday rider.

If we can encourage users of all ages to use public transport, we can also help with future ecological problems.
tools
figma
adobe XD
adobe illustrator 

project completion
spring 2021

team members + roles
Anastasiia Ponomarova - mobile developer
Maegan Iamjan - team leader / lead designer
Mona Zadsham - research lead



objective & ideation we want to solve for 2 issues.


  1. Public transportation in Los Angeles has been called out for its low safety standards because the rider’s needs are not being met.

  2. We want to enhance public transportation not only for the needs of safety but for the good of the environment



research phase ︎︎︎ interviews, personas, and journey mapping.


interviews round 1


major pain pointsSafety, Liability, and Cleanliness

  • Public transportation in Los Angeles has been called out for its low safety standards because the rider’s needs are not being met.


  • We want to enhance public transportation not only for the needs of safety but for the good of the environment





major happy pointsCommunity, Experience,
Saves CO2 emissions

  • Major reasons and motivations for users to take transportation: No personal vehicle, a chance to experience the city, giving users a sense of community, and budget friendly.


personas




igor
location mid city, california
status widower
occupation retirement
yearly salary 401k - retirement salary
ethnicity ukranian
age 67


︎ frustrations
  • Igor can no longer drive due to his age, therefore lacks the freedom to be on his own personal schedule.

  • He dislikes passengers who utilize public transit as a place of self-comfort or disruption of peace

  • Feeling unsafe and displaced


︎ motivations
  • has a sustainable mindset
  • less cars = less pollution

“LA has the worst public transportation in my life. Los Angeles forces you to buy a car, even if you can’t or hate driving. First, it has a horrible transportation system. You need to switch between 5 buses and spend 4 hours to reach the destination which is available in 30 minutes of driving. Uber is not a better alternative, as it's extremely expensive in LA.“
katy
location azusa, california
status single mother + 2 kids
occupation waitress
yearly salary $21,000
ethnicity mexican
age 38


︎ frustrations
  • Katy always has to keep everything at a friendly budget level.

  • Public commute is a painful experience for her because she has to take her children with her, and yet sometimes experiences horrible events along her journey.


︎ motivations
  • picking up her kids and back to home
  • save up for children’s future
  • being able to raise her children


“When I was little, taking public transportation wasn't a problem. Nowadays, I have grown to hate taking the bus because I had to encounter horrible journeys, drug abusers, and homeless people. I don't want my children to be a witness of such events.”
astrid
location san pedro, california
status single
occupation college student
yearly salary $10,000
ethnicity american
age 21


︎ frustrations
  • She has to keep her safety awareness at a high level when taking the public transit.

  • She feels that her stress and anxiety levels are high during her travels.



︎ motivations
  • traveling to school and home
  • cost efficient, no gas money
  • wanting a bring future


“My experiences with taking public transport have been very tough. I want to be able to be relaxed and feel safe on my way to school because I already have a stressful day ahead of me.“


journey map




help opportunities



lack of safe mode
  • arrangement of seating/standing in public spaces (awkward)
  • misbehaviors of passengers, or sometimes the operator
  • missing of availability when needed



lack of safe spaces and infrastructure
  • less police involvement & security presence
  • crowd management
  • poorly maintained stops and lines



lack of quick response action
  • no immediate and appropriate response
  • lack of trained personnel
  • lack of effective and easy portal to seek help




let us introduce you to... streetkar our design solution.






what is streetkar?

streetkar, /ˈstrētˌkär/ noun a mobile application used primarily for transporting passengers and typically operating on city streets.

what is Streetkar’s purpose?
To service higher standards of mobility service that brings public transportation solutions: mobile fare payments, on-demand transit, data analysis, safety guide, and play-pay-ride experience.

missionWe aim to give commuters the confidence to take public transit and to open up their world.

features
  • Improve Safety hotline and immediate call to attention
  • Implement more travel points, Bonuses, and rewards
  • Update with the main navigation and settings for user profile


goals
  • Commuters has more control over their rides 
  • Encourage passengers by travel/gift rewards 
  • Credible reports to reduce misconduct from others


brand identity & design

wordmark
typeface
  • logo: ranille
  • body: sf pro




pictorial mark



color palette

primary


secondary


solutions by streetkar







targetted commuters


no ownership to vehicle
  • Students of all ages that need to commute from school and back seamlessly

  • most college students who are foreign to the city do not own a private vehicle and must rely on public transit to travel
  • Those who need a budget-friendly mode of transportation that is affordable

  • With the rewards and GoPoints plan, users are able to benefit more while traveling on a friendly budget
  • To the users of all ages who physically cannot operate a vehicle

  • Those who do not own or have access to a mode of transportation



share your trip









let’s go places.


we welcome our users

The App Intro only serves as an introduction or as a welcome to new users, giving them an overview of Streetkar's slogan.

  • We want our users to feel comfortable from the beginning till the end.

  • Streetkar wants to be able to connect with the user.

  • The use of an overall friendly, rounded design.



landing page


home page

on boarding

We introduce the app’s safety features and the process of getting users familiar with a new interface, using dedicated flows and elements. This includes completing any necessary setup for the user.

We want to service passengers to feel safer and improve their mobility around cities by active participation and well-connected touch points with domain safety authorities.

  • Introduces our "Call-to-Action (CTA) button" in two forms:
    • High Emergency and Low Emergency.

  • Safety button design with clear visual distinction for emphasis




easy access to searching, trips, and tickets.

taking a trip






An easy guide to where you need to go, we can begin a journey together.


  • We implmented hierarchy and clear text to highlights of current direction / route.

  • Directions are mapped in a vertical alignment to ensure readability.





pinpoint high emergency

classifying low crisis

  • A system that automatically lets people know where they are.

  • We utilize the best of GPS and live tracking to locate user and route.

  • Making a connection with the user to send out distress messages to a predefined set of people based on preference.

  • Let your favorite contact know where you are at the swipe of a button.














We check in with our riders to make sure that they are okay, even after departing their last vehicle.







building a safety net - identifying high crisis


  • A system that automatically lets people know where they are.

  • We utilize the best of GPS and live tracking to locate the current rider and route.

  • Making a connection with the user to send out distress messages to a predefined set of people based on preference.

  • Let your friends and family know where you are at the swipe of a button.





We confirm help is needed by allowing the User to cancel their distress signal if they are safe or in a place security.
If not, the live tracking feature and instant call to the user is activated.





enjoy travel rewards 

Rewarding riders can be used to help pay for anyone's ride or pay upfront to encourage & motivate them to continue using public transport.

When a specific amount of points is collected, users can exchange them for a chosen gift card.

  • E-gift cards will be sent on the email which the user used to sign up with the app.


  • E-gift cards will be available immediately and will have a barcode to scan at a register at chosen cafe/store/coffee shop.























profile
  • Store personal data and contact details

set your profile


settings
  • Select and edit methods of notification and alerts.

  • Manage how alerts are delivered.




address book
  • having an address added to the app will give the user a way to save and manage favorite locations. 


















contact lists
  • link all your favorite contacts to easily access through app and allowing users to seamlessly get contacted without closing the app





completing our journey 

As we move forward, we know that this is not the end of our project, there are things we still need to improve on such as understanding more success rates in the far future, because everyone’s experiences are different for everyone. 

A learning point I can reflect on is that we cannot control every individual’s action, but we do try to aim to bring safety to those who need that extra safety blanket at times they need. 
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