How user testing shaped
our app migration strategy
About This Project
In a bid to improve the overall passenger experience, and in line with its ongoing commitment to digitisation, First Bus has selected Future Platforms to develop and evolve the mobile experience for its customers. The biggest challenge was to start the migration of their white label ticketing app, to their other app, where users could check bus times and planning journeys on the UK bus and train network.
In this project:
– I was instrumental in the app release strategy development
– I supervised the whole user research process through guerilla and lab usability testing, and then through a diary study and beta release phases
– I created UX and UI designs on both iOS and Android platforms for the new ticketing features, following the First Bus brand guidelines.
I don’t think anyone has ever gotten more enthusiastic about mobile ticketing. I really like this project.
The initial release strategy
As the app had recently undergone a series of drastic changes, the Future Platforms strategy team decided to opt for a staged release, where we would progressively add new features to minimise the risks and prepare users to change.
New release strategy
Even if the usability results were very positive, we realised that we were going in the wrong direction. Instead of focusing on slowly migrating the users and their tickets, we therefore decided to create an MVP where users couldn’t transfer tickets, but they could start purchasing tickets in the brand new app.