New Prototype for Upfront Payment in Urban Go
By: Robb Correa
Tags: Payment Gateway, Improvement, Urbango, Gps, Software Development

by Robert Correa

A few thoughts on Urban Go:

It’s an app that devices optimal routes for public transportation. It is mostly used in urban contexts and it’s fast becoming the leading software in public city navigation.

The reason why I wrote this post for YOU:

I recently became acquainted with a public navigation system known as Urban Go. It is mostly a mobile app that traces routes for you in order to help you get to your destination faster, but it has some problems. Below I submit to your consideration five interviews to different users of the app. And a solution to the problems they’ve detected while using this system. Why?

Because I myself have had some issues using Urban Go. Namely, the unavailability of upfront payment methods so that I can sit back and enjoy my ride once I hop on the bus. Wether you’re a UX looking for some feedback, a developer looking to improve similar software or simply a user looking for a right hashtag to start a public transportation movement, this article is for you.

A bit of context:

First I tried to figure out how I could propose a solution with something more than just my opinion. I figured getting the opinion of other users could come in handy.

The main problem with using Urban Go was that it has no agreements with providers of public transportation, so at one point you have to hold your phone in one hand and get your wallet with the other. It’s not quite fun.

Finding out if others have this same problem motivated this article and gave me some pointers to offer more than just my opinion when making suggestions for the future of urban navigation.

So let me share with you the hottest gossip I caught while doing five interviews.

Yes, we use Urban Go in Mexico City

UX interview pointers:

Cordial introductions.

Open-ended questions like: “Can you tell me about your experience?”

Refer to earlier answers: “So, you said that…”

Go for stores: Yes, tell me more.

Ask follow-up questions: “But what did you do then?”

Go for emotions with your questions: “How does that feel?”

Wrap up, but keep listening.

Interview questions:

We’re not Lois Lane, but we can definitely ask the right questions.

Hello, my name’s Robert. I’m trying to improve the Urban Go app to help people get to their destinations easier and faster. Have you ever used Urban Go. Really? What’s that been like for you? So, on the scale from 1 to 10, what would you rate it? [Then, depending on what they reply I’d say:] “Really? How so?’ [or something like] ‘Why is that?”. Do you have any stories where you felt particularly let down or positively impressed by the app?

Okay, enough theory. Let’s get to it. So here are the actual interviews.

Interview 1, Rebeca, age 25

Robert: Have you ever used Urban Go? Rebeca: What is Urban Go? Robert: It’s a mobile device app that lets you find the best route and time you could make in order to get to any destination within the city. It includes allows you to pay upfront for your transportation. Rebeca: Oh, yes. I’ve used another similar app. I don’t remember the name. I don’t actually have it. A friend had it on their cellphone. Robert: Really? What was that experience like for you? Rebeca: Well, I don’t usually use public transportation. I prefer riding my car, but that time it got the job done. That’s all I remember. My friend was the one operating it. Robert: So, you were able to pay for both of your fees. Rebeca: Yeah, I didn’t have to pay anything. (My friend got the fees for me. It wasn’t that much though.) Robert: Okay. So, on the scale from 1 to 10, what would you rate it? Rebeca: Well, we did have to get the tickets, so, it kinda made us waste some time or rather, it was good, but not perfect. I’d say an eight. Robert: So, you said you liked it earlier. Why did you not rate higher? Rebeca: I rarely rate anything a perfect ten. I believe that would make things seem like they can’t be improved. Robert: That’s a very solid belief. What do you think should be improved about the app? Rebeca: The fact that you have to go get your tickets. You waste a lot of time. I wish they’d had done something about it. I haven’t used it since. Robert: Do you have any stories where you felt particularly let down or positively impressed by the app? Rebeca: Well, I only lived that one story I just told you. I guess you could call it both. I liked that such an app exists, but on the side I resent that it makes you stop to get your tickets. Robert: That’s very good. I think we can do something about it. Thanks! Rebeca: Sure.

Interview 2, Ned, age 26

Robert: Have you ever used Urban Go? Ned: Yes. I used it sometimes it I was studying abroad. Robert: Okay. So what was the experience of using Urban Go like for you? Ned: Well. It was mostly great. I mean. At first I wasn’t familiarized with the method or the way you have to use it. It took a bit for me to figure it out. Robert: What did you trifle mostly with? Ned: The interface wasn’t that clear. I mean, I would like something more of a push button one, push button two, push button three, you’re done. Was this before or after you created your account on Urban Go. Ned: After. Robert: Okay. So, what did you do when you were struggling to use the app? Ned: Well, I pressed the most obvious buttons and got it to work. Robert: Yes, I think we’ve all done that with certain technologies. Ned: Exactly. I mean, once I got the gist of it, it was pretty simple to use, but I did struggle a little bit at first. Robert: Sounds like something we can look into. I appreciate your time, Ned. Ned: Sure, anytime.

Interview 3, Gus, age 27

Robert: Hello, Gus. How are you, buddy? Gus: I’m good, bro. How are you? Robert: I’m terrific. Thanks. Gus: So, what can I do for you? Robert: Do you mind if I ask you a few questions about the Urban Go app? Gus: Sure. Go ahead. Robert: Can you tell me about your experience using Urban Go? Gus: Yes. Well, so far so good. I mean. There isn’t really much to say. I use a lot of public transportation, so it’s perfect to just pay for everything up ahead. Robert: Why do like that? Gus: Convenience. I don’t like to handle coins while catching the bus or a cab. With Urban Go everything is much more simple. Plus I’m a person who knows their way around town, but the app has shown me some routes I didn’t know I could use to get to my destination. Robert: So, is everything about the app positive for you? Gus: Not really. I don’t like that you have to get tickets. Robert: Why? How does that make you feel as a user? Gus: Well, it kinda feels like a bottleneck, like, it could be so much faster if you just showed something on your phone to the drivers or had a code that machines could scan. Robert: I think you actually got a pretty solid point there. Gus: Don’t I always, buddy? Ha, ha, ha. Robert: Ha, ha, ha. That’s why I came to you. So, do you have any stories you remember about using this app? Gus: There was this one time when I was running for the bus and I don’t exactly recall. I think I had to get, not a ticket, but pay my fee with coins and I dropped them, so they got all under the bus seats. Some people helped me recover them. It was sort of embarrassing. Robert: We don’t want any of that. I assure you’ve helped me a lot to improve this app. Gus: Happy to help. Robert: Well, thanks, buddy. See you soon. Gus: Yeah, see you soon.

Interview 4, Grace, age 21

Robert: Hey, Grace. Grace: Hey, Robb. Robert: How’s school? Grace: Well, I’m getting my diploma. Things are good. Robert: Glad to hear it. Hey, listen. Do you have a couple of minutes to answer a few questions about your Urban Go app? Grace: Sure. Robert: Okay. Can you tell me about your experience using Urban Go so far? Grace: Well, I only use it when my mom can’t bring to college. Ha, ha. Robert: That’s no problem. Just paint me a general picture of your experience. Grace: Well, it’s good. I like that you don’t have to handle that much money. Only when you use the bus or a combi [a combi is a small van in Mexico]. Robert: Yeah, I know. Tell me more. Grace: Well, as I said, I’ve only used it a few times, but it was good. It got the job done. Robert: So it seems. But if you could improve anything about the app, what would it be? Grace: Well, I’d like it to be accepted by the bus drivers and combi drivers to travel. Robert: I’ve got that from a few people. Thanks. But do you have a story you remember about the use of this app? Grace: No. Not really. Robert: How do you feel as a user concerning the app right now. Grace: Right now I feel it’s like a great thing, but it has to get like an agreement with bus drivers and combi drivers so you don’t really need to use physical money to pay for your trip. Robert: That’s pretty good material. Thank you for your time, Grace. Grace: Sure, Robb. Anytime.

Interview 5, Edgar, age 25

Robert: Hi, Edgar. Edgar: Hello. Robert: Do you have a few minutes to talk about your Urban Go app? Edgar: Okay. Yes. Robert: Fantastic. Can you tell me about your experience using Urban Go? Edgar: Yes. Well, firstly. I tend to criticize mobile apps a lot because I’m an Android developer. So I try to think of the way I would have done things if I’d had to develop the app I’m using. Robert: That’s good. So, according to your experience, what would you improve about Urban Go? Edgar: I’d make the interface a 1,2,3 system. It’s a little bit confusing at first. It can be done, but I usually work with a UI in order to get the design for it, then I get to work. Robert: Yep, that would be it. However, as a developer, what would you change? Edgar: Well, mostly the way it leads you to the screen of the start of your trip. I mean. Sure you can type in your destination, but afterwards they should store in a user variable the information it gathered and suggest the same destination or even offer a menu of destinations right at the beginning. Robert: That’s pretty interesting. Thank you for that suggestion. Now, as a user, what’s your feeling right now concerning the app? Edgar: I feel it’s going the right way. I mean. It’s only a matter of time before somebody notices these needs or even more. I just feel like it’s a bit obvious the fact that it should allow for ticket acquisition through the app. I know it means getting into agreements with transportation companies, but, it’s definitely worth. In fact, the app that meets that goal first is gonna steal a lot of clients from the other similar apps. Robert: Seems like we have our work cut out for us. This is really interesting. Would you like to add anything else or tell us a story about your use of the app? Edgar: Not for now. I think that’s mostly what I had to say about Urban Go. Robert: Well, I thank you for your time. [Smiles.] Edgar: Not at all.

Sketching The Solution

My prototype A.

Final Prototype

We combine the best of both worlds. Let’s go.

Evidence

Where have we gotten to?

Hopefully you’ve gotten onto the pay up front train. It’s helpful, it’s necessary, it’s good for everyone. Although yes, this article helps me get started with my UX career path (must get some comic book level sketching lessons), it is the result of investigation, empathy and target essaying in order to address a modern and actual need.

Almost forgot. You can check Urban Go here.