GO Transit Research

What
Redesign of GO Transit and Metrolinx website. 

My Role
Research interviews and synthesis, persona creation, usability testing moderation.

The Team
Luke Canning Director of UX 
Dondy Razon Design Lead
Jordan Kentris UX Lead
Christian Steffan Art Director
Ben Playford Design Director 
Liz Wood Product Designer 
Wendy Schaffer Content Strategist
Heidi McCulloch UX Researcher 
Victoria Sinko, UX Researcher
Mike Wiles Account Director 
Margarita Garcia Project Manager
John Zachariah Business Analyst

Challenge
GO Transit is a regional public transit system serving the Greater Golden Horseshoe region of Ontario. This project asked for a redesign of the main customer-facing website.

Process
I worked as a researcher in the discovery phase. We carried out over 50 hours of one-on-one qualitative interviews over 20 days. The research was synthesized into personas and experience maps which I designed.
The personas were referenced throughout the product design phase. They were the basis for building user stories and scenarios, creating and prioritizing content and a guide for visual design and tone.
The site was designed over 18 weekly design sprints. During this phase, I moderated the weekly usability tests and contributed to the synthesis of the findings, which informed design decisions in subsequent sprints.

Outcome
GO Transit commissioned an independent survey of website users comparing the old website with the new design: 
Overall satisfaction grew 9%
Satisfaction for high-frequency GO riders grew 13%
Users who said the website is easy to understand grew 23%
 

Sample persona and experience maps

NEXT PROJECT

Tourism Nova Scotia Website Design