Concept Project
Utah Transit Authority GoRide App Redesign
In order to make the app more accessible for users, I prefer a design with a QR Code, and Apple and Facebook connectivity options added, as well as colors that are more inline with UTA’s other brand colors.
Project Information
My Role: UX/UI Designer
Team: Independent
Tools Utilized: Figma, Whimsical
Skills Utilized: Information Architecture, User Flow, High-Fidelity Design
Duration: 15 Hours
Why UTA GoRide App Redesign?
While enrolled in DesignLab’s Career Services Program, I was asked to research and examine our local transit authority, which is Utah Transit Authority. I was tasked with determining if there was a digital (rather than physical) program in place, and if so, what are some ways the design could be improved upon.
Problem
UTA’s current GoRide app is already relatively user-friendly. However, the app could have some options added that would make it even better, especially for one- and first-time users.
Goal
Redesign the current UTA GoRide app with additional features and align the color scheme to be more inline with UTA’s other offerings.
User Flow
As with any other application, the user experience should be as easy and seamless as possible. I’ve been doing a lot of international travel this Summer, and one of the things I’ve noticed is locating and purchasing transit tickets is not always easy.
I envision current, new, or even one-time visitors to Salt Lake City being able to easily scan the UTA GoRide QR Code, and to be immediately directed to the app. The user would then have the capability to purchase tickets, simply by setting up an account with their phone number and email address, or directly through their Facebook or Google account. The user would be able to enter and choose payment through Apple, or their designated credit card.
The current UTA Logo and sample screens of the GoRide Application
UTA’s mass transit buses, as well as the Trax light rail system, utilize the red and blue colors in the logo shown below. However, for some reason, the GoRide application has the color scheme shown on the right. This inconsistency doesn’t make sense to me, as I would think the company would want all the products to have the same, or similar colors, so they’re congruent and easily recognizable.
My redesign of the GoRide home screen
I believe my redesign is much more inline with UTA’s other products, as it utilizes the same blue color, as well as maintaining the UTA logo. Also, I chose to substitute the red color in the logo with green, in order to bring in the “Go” portion of “GoRide”. I feel the design is much cleaner, because the colors are consistent, both throughout the design, and in keeping with the company’s color scheme.
High-Fidelity Design
Considering UTA already has a GoRide application that is user-friendly, I chose to change the color scheme, add the capability to scan a QR Code to connect to the app, and utilize either the users’ Facebook or Apple accounts for connectivity. I began the design directly in Figma, so no wireframes were necessary.
Since there are many different screens in the design, below is a sampling of a few screens.
Prototype
Please click play below to view the prototype.
Key Insights & Reflections
I believe the redesign is far more in-keeping with UTA’s color palette of the current logo and other products. I also like the clean and consistent colors used throughout my design, as I feel the app has a cleaner, more direct look and feel to it. I’m really happy with the way this design turned out.