project.
Iteration of DVB App (self-developed)
tool.
Figma, Moderated Usability test
creation.
2023 (working in progress)*
Project Goal:
To improve the navigation & successful Conversion rate Optimization (CRO) of the DVB App (Dresden Transportation Application), by finding users’ intents and existing pain points, further fixing poorly designed and performing areas of the mobile application by iteration.
Target group:
inhabitants & DVB users of Dresden, Saxony in Germany
Two tasks in testing:
Task 1 - Use DVB app to find travel route from your home location to work/school:
Task 2 - Purchase a one-way ticket in the DVB app
Pain points discovered in usability testing:
(1) Visual information lack consistency and alignment in between screens, creating difficulty to quickly glance through and find needed action
(2) Information hierarchy and grid positioning creates overwhelming visuals
(3) Critical icons lack differentiation when needed - location of bus stop creates confusion and inability to locate oneself accurately due to providing two pinned points
(4) Call to action buttons lack immediate response on page
(5) Unnecessary information provided on screens create overwhelm and affect efficiency
© Images: DVB Official
Part 1. Testing & Analysis
Methods of testings:
(1) Usability testing - aimed to uncover how much the product is easy to use, understandable, is it able to satisfy the users needs effectively.
(2) User Experience - includes measuring users’ emotions, gaze movements, preferences.