OVERVIEW
Vruum was created to have a positive impact on the environment and to encourage people to use public transit more frequently. It was designed to inform riders about how they are decreasing carbon emissions and allow the, to track their own environmental impact.
ROLE: UI Designer
Team: 5 members
Duration: October 2021 - December 2021
Tools: Figma, Google forms, Adobe CC Suite, Zoom, Microsoft Teams
Challenge
How might we gamify public transportation for everyday commuters in Dubai, UAE to encourage its use and introduce creative learning?
One of the biggest barriers and problems with public transportation is that people aren’t using it enough. Unpredictable commute times, crowdedness, and, more recently, the health concerns associated with COVID-19 has resulted in declining use of public transportation. Currently, average amount of time people in Dubai, UAE spend commuting to work on public transit is 45 minutes on weekdays.
Our main goal was to design an app that would create incentives and attract people to use public transportation more frequently and transform it into a preferred mode of transportation.
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Solution
Our solution idea focused on an app design that would reduce some of the angst and stress involved with peoples’ daily commutes. Our proposed solution was a mobile phone gamification application that allowed commuters on public transport to compete head-to-head, or team up through in-app mini-games, to play for credits that could be used towards avatar accessories or real-life rewards. The application served to connect commuters and minimize the annoyances associated with public transit. As well, it motivated commuters to switch to more eco-friendly forms of transportation every day. The app also provided learning opportunities regarding clean energy and climate change.
TARGET MARKET
Our target market was anyone in Dubai, UAE who used public transport to commute for work, school or pleasure. Essentially it included anyone who would have an interest and appropriate knowledge to use the app on a mobile device.
Responsibilities
• Wire framing
• Prototyping
• Pitching and presenting Vruum
User Research
Our research team employed secondary research, surveying, and interviews in this order to achieve a strong basis of knowledge and insight to craft a refined product.
Through secondary research, we used online statistics from various reputable sources to create a base knowledge on our problem space. Using surveys we pursued relevant groups, ultimately surveying 61 people in Dubai on their experiences with the current public transport system. This survey was split up between both users and non users of public transport.
From the multiple interviews conducted, our main focus was to hone in on what our prospective users really wanted and needed. By conducting interviews with both current riders and non-users, we were able to identify crucial shortcomings in the existing transit system. This data gathering was imperative so we could establish key elements to incorporate into our app design that would appeal to a diverse audience.
Vruum's Proposal Boards
Usability Testing
Hosting a multitude of usability testing sessions, we discovered a few minor design shortcomings. Our design changes primarily focused on emulating that “real” feeling. Our test users were extremely enthusiastic about the application and how real it felt at first glance.
What we found:
• Users found the app to be an engaging solution to current public transportation woes in the UAE
• Some users struggled with accessing certain features of the app
• Users noted that some aspects of the app weren’t as clear understood as it could be
How we adapted:
• Ensured that the point system was understandable
• Highlighted more vividly the impact each rider using the app is contributing to the environment
• Enhanced the usability to create a more realistic feeling when using the app
Low-fidelity Wireframes
Outlined our prototype using Lo-Fi mockups, determined design style & direction, while settling on screen layouts.
VALUE PROPOSITION
Vruum was designed to be a service-oriented business application that motivates commuters in Dubai to use public transport more frequently through gamification.
Our design team created the value proposition through four key components:
1. Making the commuter experience more fun by gamifying public transport
2. Encouraging continuous ridership by integrating a rewards system into the app
3. Stimulating the local economy by connecting riders with local businesses through exclusive offers
4. Providing an opportunity to learn more about climate change and the impact of public transportation on the environment
Why it works
Distribution channels
• The public transportation system within the city of Dubai, UAE consists of buses, water buses, monorail system, tram, and the metro.
• This allows for us to have several different distribution channels for Vruum to operate in. With more than 346 million riders having used Dubai public transport in 2020, this results in a lot of potential users.
• With over 6 methods of transport in Dubai, UAE, Vruum has a lot of possible channels to be distributed in. Partnerships with the RTA and City of Dubai, UAE will allow for seamless integration.
Inexhaustible Customer Pool
• Public transport has a constant cycle of re-use.
• Commuters, citizens, and tourists alike will either drive, walk, or ride public transport.
• This means that we will always have new commuters using Vruum on public transport. Vruum incentivizes the use of public transport and turns it into the preferred option for commuting in Dubai, UAE.
Everything to gain
• With Vruum, the RTA and the city of Dubai, UAE have little to lose and everything to gain.
• Vruum will undoubtedly increase ridership of public transport and help stimulate the local economy by offering rewards to encourage riders to shop local.
• Through increased ridership, positive climate action, and increased quality of life will pay itself off in no time.
High potential for growth
• Vruum is a solution with high potential for growth and expansion.
• Our business model would allow us to license out our product to other cities and integrate it into their public transportation infrastructure to yield the same effects that we’d have with the city of Dubai, UAE.
