Research Questions, Benchmarking, Desk Research, Questionnaires, Safari and Interview, User person, Empathy Map and Journey Map.

For a first approach to the challenge and the experience of traveling on the EMT , we started by asking the Research Questions. We formulated the essential questions to approach the problem and divided them into 3 blocks (Company, User and Competence) in order to clear the uncertainties that the project shows.

Research Questions on the wall and passed to clean

When we have a generous number of questions we group them by topics within the categories to order our doubts. Once grouped and talked about by all of us, we began to investigate through Desk Research the uncertainties awakened. During this incursion with our computers we also made an evaluative Benchmarking and Netnonology to know social behaviors and the interactions that show the internet users with the EMT.

After our Internet trip, we decided to carry out a survey to get to know our user and have a better understanding of the problem. With the information collected, we asked questions like these.

We let a few days pass to have a considerable amount of answers from the survey. During that time we did a bit of Safari. In this case we did not go to see hippos, lions, giraffes or zebras, no. It is a tool to live in first person the interaction with the problem within the environment. In an improvised way, we got on several bus lines to live the same experience as a passenger in order to collect findings, detect needs and emotions. Once the Safari is over, it is important to document the information collected:

  • The time indicated by the marquees is very inaccurate.
  • The floor of the buses is slippery on rainy days.
  • There is a small step to access some seats.
  • The corridors are very narrow at the last part making it difficult for people to pass.
  • Some buses do not come close to the stops being very separated from the marquees.
  • The bars are not accessible to everyone.

After several days, the problem we encountered after carrying out the survey ,was not gathering enough information about the public we were really interested in: the elderly. We got information about them but with the time against us and because it was an online survey it was more difficult to reach them.

We decided that we needed to know more about our user in order to draw a User Person. We conducted several interviews: with three people with reduced mobility, one blind person and another deaf person.
After analyzing the data obtained from all the previous research we collected some findings, these are some of them:

  • Older people use the bus because of habit or proximity.
  • The metro is the second most used means of transport by the older people interviewed.
  • Older people use the metro if it is accessible and nearby.
  • Little room to move and discomfort on the bus.
  • The rear part is not fully occupied due to the difficulty of getting out of the area.
  • Older people feel unsafe standing up, as they find impossible to move
  • Older people find it difficult to get out of the bus when there is high occupancy.

With all this information we were able to create a User Person. We focused on an elderly person with reduced mobility: Amalia. We realized that blind, hearing impaired and handicapped people prefer other means of transport such as the metro or private transport.

The User Person serves to generate unity in the team and helps to define a solution. In addition to the User Person we generated some more deliverables, such as the Empathy Map and a Journey Map, which helped us to empathize and get to know the Pain Point of Amalia’s bus trip.

Empathy Map and Journey Map

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