Project Description
As a consumer who took to the GO Train for over 10 years, this was a dream project to work on. Their website prior to the redesign was a complex, convoluted beast filled with lots of internal non-consumer facing language, an antiquated design and lack of current features their user base was demanding.
I was brought on at Tribal as a UX Lead to spearhead this project. I worked alongside the Director of UX to work through discovery & research, crafted the entire project approach (developing an empathy building exercise for project kick off, the timeline and sprint planning and as well as overseeing the design vision and strategy). Over 2 phases we had 42 design sprints, a team of about 12 people from Deloitte (development), Metrolinx (stakeholders, IT, legal) and Tribal (design, ux and strategy) and spoke with over 300 GO Transit consumers during our user testing and discovery research.
DISCOVERY SYNTHESIS:
PERSONAS:
EMPATHY EXERCISE / KICK OFF:
SPRINT OUTPUTS:
FINAL DESIGNS (Mobile, Tablet & Desktop Breakpoints):
