FLO Transit is an app prototype designed for navigating the bus system in Florence, Italy. The app is targeted primarily at tourists but usable by natives as well. The concept is the result of UX research done by me and two classmates on the subject of transportation in the area.
We began our research with competitive analysis of three transportation apps, itTaxi, at Bus, and Omio. We discovered that all of these apps had poor brand perception, primarily because of their unintuitive user flow. Additionally, we conducted field study observation, interviews, and surveys where we found that for tourists especially, navigating the public transportation in Florence was a major challenge.
As we began to develop our app concept, we created personas to be sure the features of our app function correctly for our target audience. Lastly, through card sorting exercises with our fellow classmates, we found the most intuitive information architecture for the app.
The design of the app prototype was carried out individually. I chose a primarily white, grey, and blue color pallet to create a clean interface and added a bright orange spot color to help emphasize the most important elements. The sans serif typeface maximizes legibility and aligns with the competitors’ UI. User testing was conducted to fine tune the app’s functionality.