This UI/UX design project focused on applying formative and summative research to identify user needs, evaluate existing experiences, and develop an effective, user-centered design solution. The project emphasized research-driven decision-making, conceptual development, interface exploration, and interaction design to improve the overall user experience. For this project, I explored the experience of using the Sacramento Regional Transit District (SacRT), a local public transportation system. Drawing from my personal commuting experiences, I examined the challenges riders may encounter when navigating transit services, accessing information, and purchasing fares. These observations served as a starting point for identifying potential usability issues and opportunities for improvement.
The project focused on two primary areas of concern:
The primary goal was to improve the overall rider experience and strengthen engagement between SacRT and its users through a more intuitive, accessible, and user-centered digital experience. The project focused on three key objectives:
As a long-time commuter, I am familiar with the frustrations of daily public transportation: early mornings, service delays, line closures, and overcrowded trains and buses. Despite these challenges, I recognize SacRT’s efforts to expand transportation options and serve communities throughout the Sacramento region. My personal experiences prompted me to look more closely at the rider journey and identify opportunities to improve how people interact with SacRT. Beyond the commute itself, I became particularly interested in how safety, communication, and accessibility influence a rider’s confidence in using public transportation.
Safety & Trust Concerns about security, fare evasion, and fraud can affect how riders perceive the transit environment. These concerns present an opportunity to improve the rider experience through clearer safety information, accessible support resources, and stronger communication around privacy and security.
Communication & Reliability Service delays and line closures are sometimes unavoidable, but uncertainty can be reduced through effective communication. Timely service alerts, clear instructions, and consistent updates can help riders understand disruptions, consider alternative routes, and make informed decisions throughout their journey. These initial observations established the direction for my research: understanding where friction occurs across the rider journey and exploring how a more cohesive, user-centered experience could make using SacRT easier and more reassuring.
I began by examining SacRT’s organizational identity, service offerings, and role within the Sacramento region. This exploration helped me understand the organization’s broader objectives, its relationship with the community, and the various touchpoints through which riders interact with its services.
I then explored opportunities to connect SacRT’s organizational identity with the practical needs of its riders. To organize these considerations, I developed a strategy workshop focused on evaluating the existing brand, identifying areas for improvement, and prioritizing design opportunities. To establish an initial visual direction, I created a mood board exploring color, typography, imagery, and visual references. This exercise helped define the intended look and feel of the experience and provided a visual foundation for developing a more consistent design system across digital and physical touchpoints.