Andrea Lo Curto

TravelHer

Team

WOMEN SAFETY IN PUBLIC TRANSPORTATION

2022

Sophia Amati

Lorenzo Castagna

Inês Frazão

Nanna Cecillie Høgsholt

Andrea Lo Curto

Romario Muça

Chiara Poma

Gianluca Zoni

Team

Sophia Amati

Lorenzo Castagna

Inês Frazão

Nanna Cecillie Høgsholt

Andrea Lo Curto

Romario Muça

Chiara Poma

Gianluca Zoni

Brief

Select one of the SDGs, analyse it, identify a problem and develop a concept with the aim of solving it.

Gender equality and harassment on public transportation

Process overview

Before we started, having only three months to come up with a concept, we decided to structure the project with the double diamond. This helped us to understand what stage we were at and what steps to take each week.

Research questions

After a general understanding of the problem, it was decided to structure a tree of key questions that could guide the search to fill the knowledge gaps we had. The research was divided into desk research and field research.

Key insights

There is a need of safety amongst women who commute with public transport as harassment is a daily threat luring around the corner. While campaigns are increasing awareness, they are not taking massive action towards building a safe community around public transportation and women remain limited in their daily life.

From hints to concept

Scamper Method

Thanks to the Scamper Method, it was possible to channel the most interesting and relevant features we encountered during the research phase, combining and modifying them.

Three contexts were identified: “On public transports”, “While waiting” and “While walking”. For each one, we collected all the features and solutions we found out in the research.

Starting from these hints, each member of the group developed a concept for presentation.

Concept building

After a group discussion, about the presented concepts, we decided to brainstorm to highlight and connect the focal points that emerged from the various concepts, to go on to develop the final concept.

Is a mobile app that allows women to share their journey with verified profiles and generate a map that identifies the most dangerous areas through community feedbacks, all in order to feel safe on their commute.

Value Map

TravelHer aims to create a community, where users can feel part of a group to share information and opinions. This helps raise people's awareness and generates a sense of empathy. Possible victims have the opportunity to be heard and understood, and in turn to help other users.

The sense of sharing does not only happen through the app, but also physically. Indeed, it is possible to match a route with another person, giving the possibility of not travelling alone and establishing new relationships.

System Map

With the system map it is possible to see what kind of stakeholders are involved by the service and what kind of links are established between them.

System Map

With the system map it is possible to see what kind of stakeholders are involved by the service and what kind of links are established between them.

User Experience

Personas

Three personas were created based on the previous research in order to define the specific needs and deal with potential problems with the app.

All personas are users of public transport in different settings.

User journey - Travelling alone without App

The graph shows a typical journey to a destination never reached before, of a type of user reflecting the target group analysed. As shown, the stress level is very high in almost the entire analysed experience and the user's thoughts describe a continuous worry of the possibility that something bad might happen.

User journey - Travelling with App

The experience with the application was divided into two, one solo and one shared. As shown, the stress level significantly decreased during the travel phase. It clearly increases when the user is concerned about meeting a person he or she has never seen before, with whom he or she has decided to share the journey thanks to the application.

Service Blueprint

Mapping a service, which includes both the user perspective and the infrastructural characteristics required for the system to function, provides an overview of the service offered and the activities required to make it operational.

This ensures consistency between the expectations the user has of the service, the interaction with it, and the operations required to make the system work.

Information Architecture

Introduction

Solo Trip

Shared Trip

Rating

High Fidelity Prototype

User Testing

Testing plan

Once the high-fidelity prototype had been realised, it was decided to continue with user testing, to see if the concept realised reflected the mental models of the target group we were considering and, above all, to analyse the type of interaction.

Instrumental method

Looking into the level of hierarchy of the elements, we used an instrumental method, to define where the attention of the user is captured.

From the heatmap we could conclude that most of the information elements are salient to the user as the hierarchy of size and colours matches the predicted attention from the user.

Testing conclusions

We improved some user interface elements accordingly: avoid false affordances, add icons to clarify some controls and refine text. Consequently, we structured an interview and a survey to get some more feedback on whether people would be interested in using such a service

Final conclusions

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