Västtrafik ToGo
Uncovering the overlooked target groups
BRIEF
Conducted in-depth research on a chosen public transport company.
GOAL
Enhancing the existing Västtrafik ToGo app through the implementation of improvements derived from user feedback.
INDUSTRY:
Public transport
ROLE:
UX/UI designer, UX research
Västtrafik ToGo
Uncovering the overlooked target groups
BRIEF
Conducted in-depth research on a chosen public transport company.
GOAL
Enhancing the existing Västtrafik ToGo app through the implementation of improvements derived from user feedback.
INDUSTRY:
Public transport
ROLE:
UX/UI designer, UX research
The problem
Initial research indicated that most users in Gothenburg are satisfied with the app, though there is room for improvement. A heuristic evaluation revealed issues that could impact certain groups, particularly expats and seniors. Key challenges included:
Limited language options (Swedish & English, with automatic selection based on phone settings)
No senior-specific features, despite categories for adults and students/youth
Lack of clear traffic information
Poor ticket selection
The problem
Initial research indicated that most users in Gothenburg are satisfied with the app, though there is room for improvement. A heuristic evaluation revealed issues that could impact certain groups, particularly expats and seniors. Key challenges included:
Limited language options (Swedish & English, with automatic selection based on phone settings)
No senior-specific features, despite categories for adults and students/youth
Lack of clear traffic information
Poor ticket selection
Why is this a problem?
Västtrafik ToGo serves the entire Västra Götaland region, including Gothenburg, affecting many daily commuters. Given the stress of modern life, the goal is to minimize frustrations related to public transport.
While most users understand English, some may face challenges. Expanding global language options would enhance accessibility.
The original departure board to the left and a re-designed version to the right.
Why is this a problem?
Västtrafik ToGo serves the entire Västra Götaland region, including Gothenburg, affecting many daily commuters. Given the stress of modern life, the goal is to minimize frustrations related to public transport.
While most users understand English, some may face challenges. Expanding global language options would enhance accessibility.
The original departure board to the left and a re-designed version to the right.
The solution
Based on the research, the following improvements were implemented:
Added three new ticket options: 30-minute, 60-minute, and 7-day tickets.
Introduced a dedicated traffic information section in the main menu.
Redesigned the departure board for a more intuitive view.
Moved "My Account" to the top right, with expanded personal settings, including language options.
The solution
Based on the research, the following improvements were implemented:
Added three new ticket options: 30-minute, 60-minute, and 7-day tickets.
Introduced a dedicated traffic information section in the main menu.
Redesigned the departure board for a more intuitive view.
Moved "My Account" to the top right, with expanded personal settings, including language options.
New implementation of a traffic information tab to help users plan their routes.
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Research
Relevant research was conducted by engaging with 61 users (33 expats, 28 seniors) through four methods:
Face-to-face interviews
Online interviews
A focus group
Surveys
A research plan was developed, and user interviews were carried out. Qualitative and quantitative data was collected and analyzed, resulting in the creation of user personas and a user journey.
The new goal: Optimizing usability to cater to a broader target audience.
Research
Relevant research was conducted by engaging with 61 users (33 expats, 28 seniors) through four methods:
Face-to-face interviews
Online interviews
A focus group
Surveys
A research plan was developed, and user interviews were carried out. Qualitative and quantitative data was collected and analyzed, resulting in the creation of user personas and a user journey.
The new goal: Optimizing usability to cater to a broader target audience.
Analysis
Data was sorted, categorized, and analyzed using two methods:
Qualitative data was analyzed through thematic analysis in FigJam to identify user pain points.
Quantitative data was structured into diagrams in Excel for clearer insights.
Although both target groups shared similar pain points, notable differences emerged between seniors and expats.
Thematic analysis in FigJam
Analysis
Data was sorted, categorized, and analyzed using two methods:
Qualitative data was analyzed through thematic analysis in FigJam to identify user pain points.
Quantitative data was structured into diagrams in Excel for clearer insights.
Although both target groups shared similar pain points, notable differences emerged between seniors and expats.
Thematic analysis in FigJam
The key features
The diagram below illustrates which features users consider the most important among the app's existing tabs, along with two additional tabs we have introduced.
The key features
Our qualitative data helped us identify the key features users prioritize within the app.
The top priority was "Travel," closely followed by features related to traveling, such as tickets, purchases, and the departure board. The least prioritized features were related to zones and "My account".
96%
Travel
92%
Tickets
88%
Purchase
80%
Departure board
72%
Traffic information
64%
Zones
40%
My account
Very important
Important
Research summary
Research was conducted with 61 users (33 expats, 28 seniors) through interviews, surveys, and focus groups.
Both qualitative and quantitative data revealed shared pain points, with some differences between seniors and expats.
The "Travel" feature was prioritized by users, while the "My Account" section was considered the least important.
The goal is to optimize usability and better cater to a broader user base.
Research summary
Research was conducted with 61 users (33 expats, 28 seniors) through interviews, surveys, and focus groups.
Both qualitative and quantitative data revealed shared pain points, with some differences between seniors and expats.
The "Travel" feature was prioritized by users, while the "My Account" section was considered the least important.
The goal is to optimize usability and better cater to a broader user base.
Meet our users
The Expats, aged 19-39, came from regions such as South America, North America (including Central America), Asia, and Europe, and had lived in Gothenburg for 1 to 14 years. Their app usage ranged from a few times a week to daily.
The seniors, aged 65-79, consisted of both full-time and part-time retirees, with app usage frequency similar to the Expats, ranging from a few times a week to daily.
Through interactions with these groups, three distinct personas were created. In total, 61 users participated, including 33 Expats and 28 seniors.
Meet our users
From our meeting with the target groups we created three different personas.
Aisha, 29 years old from India who recently came to Gothenburg to study at Chalmers.
PAIN POINTS:
Unreliable departures and updates.
Few language settings
Insufficient ticket options
USER NEEDS:
Improved communication during traffic disruptions
Reliable travel planning to ease daily life
Seamless urban mobility
Aisha, 29 years old from India who recently came to Gothenburg to study at Chalmers.
PAIN POINTS:
Unreliable departures and updates.
Few language settings
Insufficient ticket options
USER NEEDS:
Improved communication during traffic disruptions
Reliable travel planning to ease daily life
Seamless urban mobility
Thiago, 35 years old form Brazil who moved to Gothenburg for work and has lived here for some years.
PAIN POINTS:
High ticket prices relative to
travel distanceUnreliable tracking of buses and trams
Lack of clear disruption information
USER NEEDS:
Solution for night shift workers
Broader range of ticket options
Clearer and faster information during disruptions
Thiago, 35 years old form Brazil who moved to Gothenburg for work and has lived here for some years.
PAIN POINTS:
High ticket prices relative to
travel distanceUnreliable tracking of buses and trams
Lack of clear disruption information
USER NEEDS:
Solution for night shift workers
Broader range of ticket options
Clearer and faster information during disruptions
Eva-Britt, 74 years old retiree who has lived the majority of her life in Gothenburg.
PAIN POINTS:
Uncertainty about whether the departure timetable in the app matches the arrival time
Difficulty using the app with poor reception, especially in rural areas
Needs better information on traffic disruptions
USER NEEDS:
Access to their senior citizen card within the app
Ability to view the zone map in the app and see at which stop a new zone begins
Ability to search for attractions in the app
Eva-Britt, 74 years old retiree who has lived the majority of her life in Gothenburg.
PAIN POINTS:
Uncertainty about whether the departure timetable in the app matches the arrival time
Difficulty using the app with poor reception, especially in rural areas
Needs better information on traffic disruptions
USER NEEDS:
Access to their senior citizen card within the app
Ability to view the zone map in the app and see at which stop a new zone begins
Ability to search for attractions in the app
PAIN POINTS:
High ticket prices relative to travel distance
Unreliable tracking of buses and trams
Lack of clear disruption information
USER NEEDS:
Solution for night shift workers
Broader range of ticket options
Clearer and faster information during disruptions
Thiago, 35 years old form Brazil who moved to Gothenburg for work and has lived here for some years.
Eva-Britt, 74 years old retiree who has lived the majority of her life in Gothenburg.
PAIN POINTS:
Uncertainty about whether the departure timetable in the app matches the arrival time
Difficulty using the app with poor reception, especially in rural areas
Needs better information on traffic disruptions
USER NEEDS:
Access to their senior citizen card within the app
Ability to view the zone map in the app and see at which stop a new zone begins
Ability to search for attractions in the app
Please note: the complete personas and user journey views are available in Swedish only
Please note: the complete personas and user journey views are available in Swedish only
User summary
Users & Needs: Expats struggle with language barriers, while both expats and seniors need better travel info and ticketing options.
Pain Points: Unreliable departures, high prices, and poor disruption updates create frustration.
Ticketing Issues: Limited ticket options make it difficult for users to find suitable choices for their travel needs.
Information Gaps: The app lacks real-time traffic alerts, clear disruption updates, and accurate bus/tram tracking.
Improvements: Enhancing ticket flexibility, real-time tracking, multilingual support, and clearer travel info will improve user experience.
User summary
Users & Needs: Expats struggle with language barriers, while both expats and seniors need better travel info and ticketing options.
Pain Points: Unreliable departures, high prices, and poor disruption updates create frustration.
Ticketing Issues: Limited ticket options make it difficult for users to find suitable choices for their travel needs.
Information Gaps: The app lacks real-time traffic alerts, clear disruption updates, and accurate bus/tram tracking.
Improvements: Enhancing ticket flexibility, real-time tracking, multilingual support, and clearer travel info will improve user experience.
Testing & Feedback
The prototype was tested through a think-aloud session with two scenarios:
Planning a route from Godhemsgatan to Stigbergstorget and selecting the appropriate ticket.
Helping a friend visiting the city find a suitable ticket for their week-long stay.
The goal was to create an intuitive experience where users could easily plan routes, access traffic information for disruptions, and find the right ticket effortlessly.
The testing involved 7 participants. Although a survey was planned for all research participants, time constraints limited feedback collection to only those who tested the prototype.
Testing & Feedback
The prototype was tested through a think-aloud session with two scenarios:
Planning a route from Godhemsgatan to Stigbergstorget and selecting the appropriate ticket.
Helping a friend visiting the city find a suitable ticket for their week-long stay.
The goal was to create an intuitive experience where users could easily plan routes, access traffic information for disruptions, and find the right ticket effortlessly.
The testing involved 7 participants. Although a survey was planned for all research participants, time constraints limited feedback collection to only those who tested the prototype.
Testing
100% of participants found relevant traffic information.
71% of participants chose to skip the introduction to new features.
71% of participants successfully found their preferred tickets without confusion.
43% clicked on the new "Traffic Info" tab.
29% were directed to the "Traffic Info" tab via shortcuts.
Testing
100% of participants found relevant traffic information.
71% of participants chose to skip the introduction to new features.
71% of participants successfully found their preferred tickets without confusion.
43% clicked on the new "Traffic Info" tab.
29% were directed to the "Traffic Info" tab via shortcuts.
User feedback
New menu for single tickets as options expand
More visual clarifications
"I appreciate that the purchase button is green! However, I would have liked a clearer visual highlight of the relevant route in the journey search, so I don’t have to search for it with my eyes, as I struggle with reading."
— Maria
"I only purchase period tickets, so at first, I didn't notice the new single ticket options."
— Julius
User feedback
New menu for single tickets as options expand
More visual clarifications
"I appreciate that the purchase button is green! However, I would have liked a clearer visual highlight of the relevant route in the journey search, so I don’t have to search for it with my eyes, as I struggle with reading."
— Maria
"I only purchase period tickets, so at first, I didn't notice the new single ticket options."
— Julius
What could have been done better?
The needs of senior users were overlooked during the design thinking process, which affected the focus on their specific challenges. Many seniors found the senior card system cumbersome, especially when traveling across zones, as they had to stamp in and out and struggled with understanding zone boundaries. Traveling outside their zone required either adding funds to the card or purchasing a ticket through the app. If a senior forgot to stamp out, they could be charged for the entire journey. Integrating the senior card into the app would simplify the process, which many seniors expressed as a preferred solution.
Eva-Britt representing our seniors
What could have been done better?
The needs of senior users were overlooked during the design thinking process, which affected the focus on their specific challenges. Many seniors found the senior card system cumbersome, especially when traveling across zones, as they had to stamp in and out and struggled with understanding zone boundaries. Traveling outside their zone required either adding funds to the card or purchasing a ticket through the app. If a senior forgot to stamp out, they could be charged for the entire journey. Integrating the senior card into the app would simplify the process, which many seniors expressed as a preferred solution.
Eva-Britt representing our seniors
Lessons learned
To enhance future projects, here are the key insights I have gained and will apply moving forward:
Ask more follow-up questions in the "Empathize" phase to gain deeper insights into pain points.
Better structure pain points by target group in the "Define" phase to ensure all groups are addressed.
Organize ideas clearly during "Ideate" to stay focused on core pain points and key target groups.
Adopt a more iterative approach in prototyping, with more low-fidelity sketches and internal discussions for better planning and feedback integration.
Lessons learned
To enhance future projects, here are the key insights I have gained and will apply moving forward:
Ask more follow-up questions in the "Empathize" phase to gain deeper insights into pain points.
Better structure pain points by target group in the "Define" phase to ensure all groups are addressed.
Organize ideas clearly during "Ideate" to stay focused on core pain points and key target groups.
Adopt a more iterative approach in prototyping, with more low-fidelity sketches and internal discussions for better planning and feedback integration.
Test & feedback summary
The prototype was tested to evaluate how efficiently users could find new ticket options and use the new traffic info feature.
100% of participants found relevant traffic information, and 71% of participants successfully found their preferred tickets without confusion.
The needs of seniors were overlooked, with many struggling due to the lack of a senior card in the app and confusion around zone boundaries. Integrating the senior card would simplify their experience.
More follow-up questions to understand pain points, better structuring of target group needs, and a more iterative approach to prototyping would improve future projects.
Test & feedback summary
The prototype was tested to evaluate how efficiently users could find new ticket options and use the new traffic info feature.
100% of participants found relevant traffic information, and 71% of participants successfully found their preferred tickets without confusion.
The needs of seniors were overlooked, with many struggling due to the lack of a senior card in the app and confusion around zone boundaries. Integrating the senior card would simplify their experience.
More follow-up questions to understand pain points, better structuring of target group needs, and a more iterative approach to prototyping would improve future projects.
The full summary
Goal and Solution: The project aimed to enhance the Västtrafik ToGo app based on user feedback, improving ticket options, traffic information, and language support. New features included 30-min, 60-min, and 7-day ticket options, a dedicated traffic info section, and expanded language settings.
User Research: Research involved 61 users (33 expats, 28 seniors) through interviews, surveys, and focus groups. Key pain points included unclear traffic info, limited ticket options, and language barriers, especially for seniors and expats.
Testing Results: The prototype was tested with 7 participants, showing that 100% found relevant traffic information. However, 71% successfully found their preferred ticket options, with 29% reporting confusion during the ticket purchase process.
Senior Experience: Seniors faced difficulties due to the lack of a senior card in the app and confusion over zone boundaries. This led to a cumbersome experience, which could be improved by integrating the senior card directly into the app.
Process Improvements: Key learnings included the need for more follow-up questions during research, better structuring of pain points by target group, clearer idea organization during ideation, and a more iterative approach to prototyping for better feedback integration.
The full summary
Initial research revealed satisfaction with the app but highlighted issues for expats and seniors, including limited language options.
The app impacts many daily commuters, so reducing frustrations is essential.
Key problems identified: unclear traffic information, poor ticket selection, and a lack of global language options.
Improvements implemented: new ticket options (30-min, 60-min, 7-day), dedicated traffic info section, redesigned departure board, and expanded personal settings with language options.