BUSME ProjectAmir & Anne

BACKGROUND: BUSINESS PLAN

An online application or website for intercity bus planning

The only site that allows bus operators to bid for business. Power in a hand of the users

Focus on NE cities: Boston, Baltimore, Washington Dc, Philadelphia and New York City

BACKGROUND: UNIQUE SERVICES

Go on my terms

Compare bus fares including Boltbus and Megabus

Mainly target bus fares and not hotel and vacation packages

Personalized to users: Buddy Finder, Social Media, Traffic Alert, Go on my term, Reviews and Ratings, Users’ Profile (social media, payment information, preferred bus operators)

BACKGROUND: DEMOGRAPHIC

18 – 35 years old

College Students

Tourist & Travelers

English and Non English speakers

GOAL

Increase returning user rate

Provide enjoyable experience

Discover tickets & bus operators easily

Compare tickets and offers to find desired deals

STRATEGY

TARGET ESL USERS SEO PLAN SIMPLICITY PERSONALIZED TO USERS’ NEEDS DESIGN FOR “WAYFINDING” DESIGN FOR AUDIENCES WITH DIFFERENT GOALS RECOGNITION RATHER THAN RECALL FLEXIBILITY: MULTIPLE SEARCHING METHODSLOW BOUNCING RATE

TARGET ESL USERS

SEO PLAN Website has clear hierarchy. H1 and H2 Strong introductory paragraph with ‘keywords” or “search terms” in

content Every page has a descriptive title tag Use text rather than images or use “alt” tag to explain the

description of images Use Meta Description tags and keyword tags: “low bus fares”, “Cheap

Bus tickets”, “Intercity Bus Tickets” Use Google’s Keyword suggestion tool to find keywords related to

main target keyword

SIM

PLI

CIT

Y: E

AS

Y T

O N

AV

IGATE

SIMPLICITY: LAYOUT

SIM

PLI

CIT

Y: L

AYO

UT

SIMPLICITY: SELECTION

SIM

PLI

CIT

Y: S

ELE

CTIO

N

SIMPLICITY: SELECTION

SIM

PLI

CIT

Y: S

ELE

CTIO

N

SIM

PLI

CIT

Y: S

ELE

CTIO

N

PERSONALIZED TO USERS’ NEEDS

PERSONALIZED TO USERS’ NEEDS

PERSONALIZED TO USERS’ NEEDS

DESIGN FOR “WAYFINDING”

Breadcrumbs

DESIGN FOR “WAYFINDING”

Logos

DESIGN FOR “WAYFINDING”

Recent Searches

DESIGN FOR “WAYFINDING”

DESIGN FOR AUDIENCES WITH DIFFERENT GOALS

Novice users: Step by step

DESIGN FOR AUDIENCES WITH DIFFERENT GOALS

Expert users: Filters and Sortingo Ratingso Amenitieso Priceso Travel Durationo Travel Time

DESIGN FOR AUDIENCES WITH DIFFERENT GOALS

Registered users: speedy check out

DES

IGN

FO

R A

UD

IEN

CES

WIT

H D

IFFE

REN

T

GO

ALS

DESIGN FOR AUDIENCES WITH DIFFERENT GOALS

DESIGN FOR AUDIENCES WITH DIFFERENT GOALS

DESIGN FOR AUDIENCES WITH DIFFERENT GOALS

DESIGN FOR AUDIENCES WITH DIFFERENT GOALS

RECOGNITION RATHER THAN RECALL

Suggested Bus Stations

RECOGNITION RATHER THAN RECALL

Maps instead of address

Recent search

RECOGNITION RATHER THAN RECALL

FLEXIBILITY: MULTIPLE SEARCHING METHODS

o By recent searcho By Mapo By Stations

FLEXIBILITY: MULTIPLE SEARCHING METHODS

LOW BOUNCING RATE

Present deals in search result

LOW BOUNCING RATE

Show local offer details after payment process

LOW BOUNCING RATE

NAV

IGATIO

N F

LOW

NAV

IGATIO

N F

LOW

NAVIGATION FLOW

NAVIGATION FLOW

NAVIGATION FLOW

NAVIGATION FLOW

NAVIGATION FLOW

NAVIGATION FLOW

NAVIGATION FLOW

NAVIGATION FLOW

NAVIGATION FLOW

NAVIGATION FLOW

NAV

IGATIO

N F

LOW

NAV

IGATIO

N F

LOW

NAV

IGATIO

N F

LOW

NAV

IGATIO

N F

LOW

NAV

IGATIO

N F

LOW

NAV

IGATIO

N F

LOW

NAV

IGATIO

N F

LOW

NAV

IGATIO

N F

LOW

NAV

IGATIO

N F

LOW

FINDINGS

Based on 8 user interviews for iPad and web platforms

Navigation flow Show offers upfront: incorporated in the flow Incorporate Go On My Terms in the flow Provide promotional code at the end of process

Search Show amenities

Layout Filters and sorting moved to top

FINDINGS

Social E-mail Friends Option to opt out of social media

Station locator Search by map

Terminology improvements Special requirements changed to special needs for users with

disabilities

FINDINGS

Traffic Alert Delay report

CONCLUSION

Defined strategy

Designed content and behavior

Revised design and behavior according to user needs

To keep current customers and attract new users in order to generate revenue

QUESTIONS