Commute Safe
Personal safety when commuting using public transportation
My Role
UX Researcher
Team
3x UX Researchers
1x UX Writer
1x UX Writer
My Key Contributions
User Research
User Interviews & Surveys
Comparative & Data Analysis
User Personas &
Journey Maps
User Interviews & Surveys
Comparative & Data Analysis
User Personas &
Journey Maps
Tools
Stormboard
Atlas.ti
Google Surveys
Optimal Workshop
Photoshop
Atlas.ti
Google Surveys
Optimal Workshop
Photoshop
Timeline
Twelve week sprint
Six weeks - User Research
Three weeks - Data Analysis
Three weeks - Design Implications
Six weeks - User Research
Three weeks - Data Analysis
Three weeks - Design Implications
Design process
For the discovery phase, we planned on doing three activities i.e. Observations, Interviews, and Surveys to identify and understand user pain points with public safety. Each phase has three sub-processes. i.e., recruiting participants, collecting data, and analyzing the data.
During the exploratory phase, we conducted a literature review to learn about public safety and competitive analysis to find and learn what our competitors were doing so that we don't walk the same paths.
A few of the competitors we identified were NIMB, a personal alert system designed as a ring, Wildfire app designed for DePaul students to receive updates about safety incidents, and iOS app Find My Friends.
During the exploratory phase, we conducted a literature review to learn about public safety and competitive analysis to find and learn what our competitors were doing so that we don't walk the same paths.
A few of the competitors we identified were NIMB, a personal alert system designed as a ring, Wildfire app designed for DePaul students to receive updates about safety incidents, and iOS app Find My Friends.
Introduction
Personal safety when commuting using public transportation!
This research project aims at increasing users’ sense of security when on public transportation. We researched spectra of behaviors and perceptions of people in relation to public safety. We also explored user needs in a technology that helps people to stay safe when commuting alone.
Challenge
How can technology help keep people safe when commuting alone?
I conducted 6+ interviews with the people we filtered using inclusion-exclusion criteria. Our team conducted 17+ interviews overall to improve our understanding of problems faced by people who commute alone using public transportation. I carried out a survey and obtained 80+ responses from people who frequently used public transport to find out their commute experience and if they use any technology solutions to feel safe.
Analyzing data
We individually used the AEIOU (Activity, Environment, Interaction, Object, User) framework to review our notes and group them into similar themes.
We transcribed our recordings using Descript software. Next, we created a coding guide based on the interview questions so that each of us could follow the same guidelines while creating codes in Atlas.ti. I structurally coded interviews and transferred the codes to an affinity diagram using Stromboard, which helped us figure out the common trends.
We transcribed our recordings using Descript software. Next, we created a coding guide based on the interview questions so that each of us could follow the same guidelines while creating codes in Atlas.ti. I structurally coded interviews and transferred the codes to an affinity diagram using Stromboard, which helped us figure out the common trends.
key insights from user research
Learning more about our users...
To empathize with users and to understand users' motivations and challenges, I conducted 3 observational interviews and 4 in-depth interviews observed each participant via Zoom or in-person.
We also identified our target audience from survey responses who commutes alone either using public transportation or using other transportation facilities.
- who were 20-45 years old
- have access to smartphones and
- uses public transportation like Chicago transit or rideshare
After analyzing the interviews and survey findings we found following key insights around public safety
Insight #1
Participants repeatedly searched Google for information
When participants were asked to show how they would research safety in a new city, all used Google search for safety products and/or information about parts of the city.
They would repeatedly search Google until they were satisfied with the information they had found. Next, they would review the source if it seemed legit and lastly they would inquire more about it with their friends or families living in the city.
They would repeatedly search Google until they were satisfied with the information they had found. Next, they would review the source if it seemed legit and lastly they would inquire more about it with their friends or families living in the city.
Insight #2
Use of technology or safety tools in unsafe situations
People relied on use of technology and tools in some cases while encountering unsafe situation.
6 participants relied on technology in unsafe situation like calling 911, CTA helpline and sharing location with friends/family.
2 participants also kept safety tools like mace since they usually travel late at night so they would feel safe. They use apps that help them anticipate when their next bus or train is arriving, or they use 'Find My Friends', or they use news apps like 'Wildfire'.
46.67% of participants would prefer technology assistance while commuting. While 36.67% would prefer using a physical device in case of an unsafe situation.
6 participants relied on technology in unsafe situation like calling 911, CTA helpline and sharing location with friends/family.
2 participants also kept safety tools like mace since they usually travel late at night so they would feel safe. They use apps that help them anticipate when their next bus or train is arriving, or they use 'Find My Friends', or they use news apps like 'Wildfire'.
46.67% of participants would prefer technology assistance while commuting. While 36.67% would prefer using a physical device in case of an unsafe situation.
Insight #3
Reached out to people for help
The participants relied on other people for help, expressing that they felt safer if they were with friends or close by a CTA (Chicago Transit Authority) employee or the CTA call button on a train.
On a scale of extremely to not important at all, for 40.3% ‘reaching out to transit authority/police’ would be extremely important.
While 39.71% of the participants felt that ‘Calling emergency contacts’ is ‘very important’ safety measure. We understood that the ability to contact a person for security is important for establishing a sense of security.
On a scale of extremely to not important at all, for 40.3% ‘reaching out to transit authority/police’ would be extremely important.
While 39.71% of the participants felt that ‘Calling emergency contacts’ is ‘very important’ safety measure. We understood that the ability to contact a person for security is important for establishing a sense of security.
Insight #4
Uncrowded, clean and quiet compartments makes commute good
When asked what makes a good commute participants mentioned trains not being crowded, getting a place to sit & clean and quiet compartments.
Situations like drunk or homeless people, irregularity of train schedules, delays in train and frequent stops made the commute bad.
Situations like drunk or homeless people, irregularity of train schedules, delays in train and frequent stops made the commute bad.
Defining users
Personas
We identified potential spectrums of characteristics and behaviors of our participants for creating the personas.
- Use of Apps/physical product: 0% - 100% (no tool vs. multiple tools when commuting)
- Do they feel safe on public transportation: very comfortable to not comfortable
- When do they travel alone using public transportation: Day to late night
- Situation Reaction: 0-100%, where 0% is seeked no help and 100% seeking help from others while commuting
- Rate of surroundings awareness: 0% - 100% (no awareness vs. high alert)
Journey Maps
To understand the emotional perspective of the users, I designed these journey maps to understand the needs and emotions of users at each individual interactions.
Design implications
Social Connectivity
In our observations, we found that it was common for people to determine ways of staying safe in the city by talking to people they know.
This implied that a key feature of a well-designed public safety app would be the ability to find and leverage good reviews.
This implied that a key feature of a well-designed public safety app would be the ability to find and leverage good reviews.
Location based information
Offering the users the ability to search the city for information about patterns of crime and other societal problems, thus allowing them to be forewarned when planning their daily routine.
Another desirable feature of a public safety product would be the ability to receive updates about public safety that are tailored for the particular neighborhood the user lives in, as well as other information, like the proximity of train stations.
Another desirable feature of a public safety product would be the ability to receive updates about public safety that are tailored for the particular neighborhood the user lives in, as well as other information, like the proximity of train stations.
What makes a commute good?
We asked our participants what makes a good commute, and they gave us a list of criteria like a clean car, quiet and safe environment.
When we are designing our app, we should aim to include features that allow the users to better find clean, quiet, and/or calm cars.
It could also offer the users the ability to see the status of their next train in terms of these categories.
When we are designing our app, we should aim to include features that allow the users to better find clean, quiet, and/or calm cars.
It could also offer the users the ability to see the status of their next train in terms of these categories.
Authorities to the rescue
Our survey participants reported that they would prefer to reach the authorities if they were to become afraid for their safety, as opposed to using location sharing to let their friends or relatives know where they are.
This seems to imply that we should have a feature that allows the user to get in direct contact with the authorities.
This seems to imply that we should have a feature that allows the user to get in direct contact with the authorities.
limitations and future work
- Due to Covid-19, the research for the case study had to be done remotely which caused limitation in observations. In a normal time period, we would have observed people in the real environment.
- We couldn't reach to diverse audience. Many of the participants used public transit in the morning to commute to work and rarely needed to use it at night. Also, our participants lived in a particular area of Chicago which narrowed the resulting safety needs on public transit.
- In the interview and survey phase, there was a disparity in the participants' gender. We received far more female participants than male resulting in biased data. Also, we couldn't target elderly people above 35+ age.
- In future work, research would also expand to gather different neighborhoods of Chicago and possible exploration into other large cities in different countries.
- I also plan on taking one step further and designing an app based on our research findings and design implications.
Feedback on the design? Want to chat over coffee more about this experience? Feel free to shoot me a message or schedule a talk.
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