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Dot Bus Future State Service

About the Project

This project was dedicated to understanding the current state of Savannah's Dot Bus, a free service with two routes primarily serving downtown. Through a variety of research methods and mapping techniques, our goal was to gain a comprehensive understanding of the service. Subsequently, we aimed to propose a future state service based on our research findings to enhance the experience for tourists.

My Role

Service Designer

Time Frame

10 weeks

Fall 2023

Tools Used

Figma

Figjam

Adobe Photoshop

Midjourney

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Design Process

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Secondary Research
Auto-ethnography
Customer Journey
In-depth Interviews
Contextual Interviews
Observations
Service Blueprint

Affinity Mapping
How Might We
Brainstorming
Prioritization

Options Analysis
Future User Journey

Recommended Solution
Prototype

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Secondary Research

Before initiating our primary research, we conducted a preliminary value exchange to gain a deeper understanding of the key stakeholders involved in the DOT bus service, along with the various functions associated with this type of service

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Auto-Ethnography

To fully immerse ourselves in the experience of the DOT Bus, we embarked on a comprehensive journey by riding the entire route in a loop. This hands-on approach allowed us to interact directly with real passengers, the bus driver, local residents, and tourists, providing us with a firsthand understanding of the service.

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User Journey Mapping

Leveraging auto-ethnographic methods, we created a user journey map that identifies and highlights various pain points encountered during the experience.

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Interviews and Observations

Positioning ourselves close to local DOT bus stops, we observed and analyzed customers' experiences as they navigated the bus stop and boarded the bus.

We also engaged with individuals directly, conducting impromptu interviews to inquire about their initial discovery of the bus service, their methods for determining the bus's arrival times, and their overall experience with the service.

Additionally, we carried out detailed interviews with frequent riders, concentrating on their usage patterns and gathering insights into their ideal bus-riding experiences.

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Service Blueprinting

As we conducted our primary research, we continuously updated our service blueprint to further understand all the components that contribute to the tourist experience.

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Customer Employee Interactions:

  • Relatively minimal front-stage interactions between rider and driver

 

  • Identifying the technology support processes that impact the customer and employees such as GPS tracking and alerts to exit

 

  • Understanding how the technology & external apps / website functions

Primary Research Key Takeaways

Discovery and onboarding can be confusing for a first-time tourist in Savannah:

  • Understanding the bus stop and wait times

  • Hard to navigate app / how to learn about bus details without downloading the app

  • Learning popular locations and interpreting the digital map - knowing where to go

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Affinity Mapping

Through the process of affinity mapping based on our primary research, we identified five main areas of concern.

How Might We...

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Ideation

We generated ideas in response to our "How Might We" questions, with a focus on enhancing the tourist experience.

Subsequently, we plotted these ideas on our impact-effort matrix to assist in determining the most effective direction to pursue.

Impact-Effort Matrix

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What Can Be Done Today?

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What Can Be Done in the Future?

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Our Recommended Solution

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Future State User Journey Storyboard

Solution Prototype

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