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Overview

We are preparing to introduce a revamped version of our public transportation rewards platform's UX. Before development begins, we are conducting user testing to validate the design decisions, identify any usability issues, and ensure that the new UX meets user needs effectively.

Goals

Objectives

Understand User Behaviors and Needs:
Gain insights into how different user segments interact with the app.
Understand the specific needs, preferences, and pain points of users, especially in relation to the earn and redeem features.
Validate and Refine UX Design:
Assess how users perceive the proposed UX changes, particularly the new layouts for browsing campaigns and redeeming offers.
Collect feedback to refine these design changes to better meet user expectations and improve usability.
Identify Barriers and Opportunities:
Discover barriers that prevent users from fully utilizing the app, particularly in engaging with the rewards system.
Identify opportunities for new features or services that could enhance the user experience and increase app usage.

Target Audience

We’ll be conducting interviews with
6 different user groups
⁠
⁠
Daily commuter
Core riders
Casual rider
New users
Highly engaged rewards users
Low engagement rewards users

Recruitment

Goal: 5 user interviews per user group
Assume response rate of 15%
Invite 33 users per group to user testing program via survey campaign where participants can directly book a slot
After completion of the interview the participant will receive an invite code (
segment ID: 1736
⁠
) that will add 500 points to their account

Invite Survey

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User Interview Questions

Part 1: User persona

Introduction:
Hello and thank you for participating in our user testing program. We're constantly working to improve Transit GO rewards, and your feedback is vital in this process. The purpose is to gain a deeper understanding of how you, as a valued user, experience our app. We want to learn about your habits, preferences, and any challenges you face while using the platform.
The interview will take about 20-30 minutes to complete and will consist of 2 parts. First, we’ll ask you a few questions about your public transit usage and your experience with the Transit Go App. Second, we’ll show you a redesign of the app and we would love to get your thoughts and opinions.
As a token of our appreciation for your time and input, you'll receive 500 points at the end of this interview. Rest assured, all your responses will be kept confidential and used solely for the purpose of improving the platform.
There is no right or wrong answer. We encourage you to freely share your thoughts and experiences without any bias.

General Questions
Tell us about yourself and your public transit usage

General App Usage:
How often do you use Transit GO ticket?
Do you have an ORCA card?
If yes, What are your primary reasons for using TGT instead?

Campaign Engagement:
What are your thoughts on the rewards campaigns within our app? How often do you participate in them?
What are some reasons you don’t participate in our rewards campaigns?

Redemption Behaviour:
How do you decide when you want to redeem points? How often do you find yourself redeeming points?
Are there any challenges you face when trying to redeem your points?

App Usability and Experience:
How would you rate the ease of navigation within our app from a scale of 1-10 (1-very hard, 10-very easy)
What is your overall impression on the app today?
What are some of the challenge you face when you navigate through the app?

Part 2: Feedback on designs

Next, we want to show you refresh of the Earn and Redeem tab on the Rewards section of the Transit Go app. We’d love to learn more about your thoughts on this new design. Again, there is no right or wrong answer. We’d love for you to speak out loud and share your opinions.
⁠
Prototype
⁠
⁠

What is your first overall impression of the new design? Do you like it? Why or why not?
Earn:
I’d like for you to navigate through the Earn tab and look for 3 things:
Any closures in the city
New and upcoming campaigns
Past campaigns
[You want to monitor how quick they were able to find this information and their overall impression of the way the page was layout]
What are your thoughts on the way the information is laid out on this page compared to the current design?
What is your overall impression on the page?

Redeem:
Now, I’d like you to focus on the Redeem tab and redeem for a single ride ticket for an Adult Water Taxi for West Seattle. Please do not use the search functionality but actively search for the information.
How difficult was it to find this information compared to the current experience?
What is your overall impression on the page?

Closing Questions:
Would you be interested in participating in a follow-up interview or user testing session?
Do you have other comments or suggestions?

Thank You Note:
Express gratitude for their time and participation.
We will send you an email after this call that will provide you an invite code with steps on how to add it to your account. Once you enter the code you will receive the 500 points for participating in the survey. Thank you again for you time, your feedback is greatly appreciated!

Old questions

Part 1: User persona

Introduction:
"Hello and thank you for considering participating in our user testing program. We're constantly working to improve Transit GO rewards, and your feedback is vital in this process. The purpose of this survey is to gain a deeper understanding of how you, as a valued user, experience our app. We want to learn about your habits, preferences, and any challenges you face while using the platform.
The survey will take about 15-20 minutes to complete. As a token of our appreciation for your time and input, you'll receive 500 points at the end of this interview. Rest assured, all your responses will be kept confidential and used solely for the purpose of improving the platform.
Thank you in advance for your valuable insights and for helping us making Transit GO rewards better for everyone!

Demographic Questions:
Age range
under 24
25-34
35-44
45-54
55-64
65+
Occupation (optional)
Remote
In office
Hybrid
Frequency of public transit use
daily
weekly
every other week
monthly
almost never
General App Usage:
How often do you use Transit GO ticket?
Do you also have an ORCA card?
If yes, What are your primary reasons for using TGT instead?
Campaign Engagement:
How often do you participate in campaigns through our app?
What motivates you to participate in these campaigns?
Are there any obstacles that prevent you from participating more frequently?
Redemption Behavior:
How often do you redeem your points?
What factors influence your decision to redeem points?
Are there any challenges you face when trying to redeem your points?
App Usability and Experience:
How would you rate the ease of navigation within our app from a scale of 1-10 (1-very hard, 10-very easy)
What are your thoughts on the current layout of the earn and redeem tabs?
Are there any features or information you find difficult to locate or use?

Part 2: Feedback on designs

Feedback on Proposed Changes:
Present a brief description or mock-ups of the proposed changes.
How do you think these changes will impact your experience with the app?
Are there any additional changes or features you would like to see?
Closing Questions:
Would you be interested in participating in a follow-up interview or user testing session?
Any other comments or suggestions?
Thank You Note:
Express gratitude for their time and participation.
We will send you an email after this call that will provide you an invite code with steps on how to add it to your account. Once you enter the code you will receive the 500 points for participating in the survey. Thank you again for you time, your feedback is greatly appreciated!

Timeline

Nov 6-10: Finalize designs + create prototypes
Nov 15-22: Recruit users + begin testing
Nov 30-Dec 6: Synthesize learnings + iterate on designs



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