A streamlined transit experience that simplifies how riders access, manage, and use public transportation
- Client
- Concept
- My Role
- Product Designer Graphic Designer
- Timeline
- Aug - Dec 2023
- Team
- Gabby Acker
Overview
The Opportunity
For our final project, we redesigned Dallas’ GoPass transit app to explore how public transportation could foster greater connection and community. Our goal was to strengthen the existing design system while creating a more inclusive, community-driven experience that goes beyond wayfinding.
01
Lack of Identity
GoPass's current design system is empty and minimal, making the experience feel generic, especially to younger transit users who value local relevance.
This disconnect risks reducing user engagement and loyalty, undermining the app's effectiveness. Due to the lack of interface cues, navigation and interactions in the app feel inconsistent or unintuitive.
02
Hard To Connect
Systems, like transit, should be designed so that the user can complete tasks or decisions quickly. DART realized the importance of community connections and create an "Events Tab" in the Homepage.
Users, however, rarely engage with the feature despite recognizing its value. The content lacks depth, offering minimal event details, and the lengthy sign-up process further reduces perceived usefulness.
Notcing Key Themes
68%
of respondents say that they use the transit app as their main use of transportation for most occasions.
90%
of the respondents want an entire rebrand of the GoPass app due to it's pain points.
90%
of respondents want incentives to encourage use and improvements that make journeys more seamless and up to date.
How might we reimagine an app like GoPass to promote a more streamline, engaging, and community driven transit experience for young adults in Dallas?
Solution
Meet GoPass
01
Improved Events Tab
The GoPass homepage has been redesigned to facilitate a seamless user experience, enabling effortless sign-up for community events.
It offers clear, concise information and an integrated registration process, eliminating the need to navigate away from the app.
02
HomePage
GoPass was reimagined to have a much more playful and energetic identity to enhance user engagement, foster a dynamic and intuitive experience that ensures the app aligns with modern design principles and promotes ease of use through vibrant visuals and seamless interaction patterns.
03
Perks & Passes
Each journey completed by the user accumulates points, fostering continued interaction with the app. These points are redeemable for exclusive benefits, which are curated through partnerships with local businesses within the Dallas area.
By seamlessly integrating this rewards system into the commuter experience, we incentivize positive user behavior and drive traffic to local businesses, enriching the overall community connection.
04
Organisation
With the multiple events and perks available for sign-up, there is a dedicated space within the app where users can easily access and view them in chronological order, ensuring that upcoming opportunities are prioritized.
This feature leverages a streamlined, intuitive interface that allows users to quickly identify relevant events and perks based on their schedule, enhancing discoverability and reducing friction in the user journey.
Design Process
Low Fidelity
We proceeded to sketch out low-fidelity prototypes of the core screens. During this stage, we focused primarily on screen composition and element placement.
Initially, we explored feature integration within the map interface but ultimately shifted our focus to optimizing the primary touchpoints, the Homepage and Wallet Page, as these were the areas where users spent the most time navigating.
Mid Fidelity
We proceeded to sketch out low-fidelity prototypes of the core screens. During this stage, we focused primarily on screen composition and element placement. Initially, we explored feature integration within the map interface but ultimately shifted our focus to optimizing the primary touchpoints, the Homepage and Wallet Page, as these were the areas where users spent the most time navigating.