FarePass is a mobile app for transit riders to help them decide if a monthly pass makes financial sense.
UX | UI | Illustration
In a city of over 2 Million, transit plays a key role in many people's lives. I was challenged with coming up with a transit related app, and inspired by my own pain points, I created FarePass based on my own inability to decide whether or not I should buy a pass on a monthly basis
To test the validity of my app concept, I conducted a series of user interviews, targeting transit riders. Happily, through these initial interviews, I learned that transit riders want to save money and (like me) were suffering from the same indecision of wonderingif it was cheaper to buy a pass, or pay per ride. Half the people I interviewed bought a pass every month, and the other half decided on a monthly basis. The people that didn’t buy a pass every month, planned for their month by thinking about where they needed to go and planned their trips in terms of activities they need transit to and from. For example, a user would calculate that they needed to go to and from work 5x and to the gym 3x rather than saying I they take 13 trips. Another key finding was that that people that do buy a pass are more likely to take transit rather than walking a short distance, or make multiple stops on their way to an activity, while people that don’t opt to buy a pass, are more frugal with their trips and are more likely to walk to save themselves an additional fare.
In addition to my user interviews I conducted competitive research, looking into not only transit apps, but also fitness trackers and budgeting apps both of which helped inform the use of sliders and how to break up the general flow by not asking too much info at once.
From the beginning I knew the app had to be friendly, and easy to use. Because of the nature of the app, it needed to be engaging and provide information simply enough for people to accurately gauge their usage. Choosing activities proved to be the most intuitive way for a user to start planning their monthly trips. Gauging how many times a user planed on going to an activity (separate from selecting their activities) displayed the information in the most digestible way and was most effective in getting users to think about estimating their usage as accurately as possible. The remaining screens reflected the questions asked during my research and are meant to catch parts of a user’ behavior that they may or may not be aware of, like if they hop/on or off, and If they take unexpected trips. Once the user completes the 4 main steps, they get a magic-8 ball style answer of whether or not it makes sense for them to buy a pass plus information on how much money they would save (or not). Because the app is centered around the TTC in Toronto, (a system that supports not only monthly passes, but also tokens and cash fare) there is additional information on the cheapest way to pay a fare, based on the user’s estimated number of trips.
Visually, the app needed to feel friendly yet trustworthy. I chose Lora as the the primary font because it's a friendly serif that felt trustworthy and would give the app a little character. I also chose Open Sans as the secondary font to be used for body copy and descriptions because it provided a clear contrast to Lora and is easy to read. The colors were chosen to be playful, yet soothing, slightly muted and not overpowering. To add a little more personality and playfulness to the app, I created a set of flat activity icons using the full range of the color palette.