Go Transit

Communities rely on a transportation infrastructure to commute, travel and transport good across vast distances. Commuters without personal transportation are forced to take buses, subways, trains and street cars provided by their municipality. However, these systems aren't without their flaws. This case study will identify the major pains which Toronto commuters face, identify problems and propose solution to better the commuting experience in the Greater Toronto Area.
Why
The goal of this case study is to view the problems that commuters face from in order to find potential solutions.
What
The goal of this case study is to explore the problems which commuters in the GTA face while using public transit.
Who
In this case study, I examine the the average public transit commuter. This includes students, workers and tourists.
How might We improve the public transit in the GTA

In order to establish a connection between the solution and the user, we must first identify the problems facing our users. To do so, we must use tools such as affinity diagrams, stakeholder amaryllises, and empathy maps to determine what the user is feeling, the impact of our solutions and identify underlying problems.
Trends, Signals and Drivers

In order to understand and identify any issue surrounding the GTA's transportation, we must first take a look at the context surrounding the system. To do this, our team conducted research using the trends, signal, and driver research methodology.

For context, a trend is an emerging pattern of change likely to impact large social groups or even state government and require a response.

Drivers are defined as developments causing change, affecting or shaping the future. A driver is the cause of one or more effects, e.g. increasing sugar intake in our daily food consumption is a driver for obesity.

A signal is typically a small or local innovation or disruption that has the potential to grow in scale and geographic distribution. A signal can be a new product, a 'hot' topic or an innovative state.

With this information, we can begin to cultivate new ideas and understand the external elements surrounding our problem space.
Empathy Maps

An empathy map is a collaborative tool teams can use to gain a deeper insight into their customers. Much like a user persona, an empathy map can represent a group of users, such as a customer segment. The purpose of this empathy map is to understand what would the user be thinking & feeling?

What are some of their worries and aspirations? What would the user hear in these scenarios? What would the user see while using our product in their environment? What might the user be saying and/or doing while using our product? How would that change in a public or private setting? What are some of the user’s pain points or fears when using our product? What might the user experience when using our product?
Stakeholder Analysis

In order for understand the importance of the people involved, our team conducted a stakeholder analysis. A stakeholder analysis is a process of identifying these people before the project begins; grouping them according to their levels of participation, interest, and influence in the project; and determining how best to involve and communicate each of these stakeholder groups throughout.
Affinity Diagram

Affinity diagrams are a great method to help you make sense of all your information when you have a lot of mixed data, such as facts, , ideas from brainstorms, user opinions,, and design issues. his method can be one of the most valuable methods to employ. For this reason, it is used in many phases of Design Thinking, as well as outside of the design context. For this project, we used the affinity diagram to understand the research we have gathered from conducting in person interviews and online surveys. Our goal in this portion was to identify the pros and cons of public transportation versus personal transportation.
Conclusion

Using the information we had gathered, our team created potential solution spaces that would improve the user experience of Toronto commuters. Based on our findings, we have found that commuters struggle with finding a comfortable way of travel. The most common struggles include cramp conditioning, high levels of noise, financial costs, and long wait times. From our in-person interviews, we have gathered an understanding of what the average student and worker face when commuting. The average commuter is concerned with eco-friendly transportation methods, saving their financial income, and comfort whilst traveling. By using this information, we may generate potential solutions which would cover all areas of concern. The next portion of this project will be taking a look into how this information can be made useful and generate potential solutions using the Creative Problem Solving method.