MTR Corporation is a renowned transport operator committed to delivering efficient, reliable, and sustainable mass transit services. MTR’s system map provides an overview of the entire MTR network, showcasing the various lines, interchanges, and station locations. Exit signage within MTR stations helps passengers locate the nearest exits, enabling them to reach their desired destinations efficiently.
The current static measure employed by MTR stations for street maps and exit signages has its limitations. These station-by-station managed systems often lack the guarantee of providing up-to-date information, leading to confusion among users. The instructions and signage, while intended to assist passengers, can often be unclear or misleading, further exacerbating the issue.
To overcome the limitations of the current static measure, we are excited to develop a cutting-edge digital wayfinding system. This innovative solution will provide real-time updates, accurate directions, and user-friendly interfaces, revolutionizing the exit-finding and user-friendly interfaces, revolutionizing the exit-finding and wayfinding experience for MTR users.
After identifying the challenges with the current wayfinding system, we have set clear goals and objectives for this project. Our overarching aim is to enhance the overall user experience within MTR stations by addressing the pain points of exit-finding and wayfinding. The following goals have been established to guide our efforts:
Find out the pain points of MTR users when finding the exits and navigating to their destination
Come up with solutions to solve these pain points and enhance user experience related to exit-finding and wayfinding
Explore on additional monetized opportunities which are beneficial and value-adding for both the MTR company and its users
To gain valuable insights into the pain points and user experiences related to exit-finding and wayfinding within MTR stations, we conducted comprehensive primary research. This research phase involved a combination of user surveys, user interviews, and field observations, with a specific focus on Admiralty station.
By engaging directly with MTR users and closely observing their behaviors, challenges, and feedback, we aimed to gather rich qualitative and quantitative data that would inform our subsequent design and development process.
Through user surveys, interviews, and field observations conducted at Admiralty station, we gained valuable insights into the pain points, behaviors, and preferences of MTR users regarding exit-finding and wayfinding. This section aims to provide a comprehensive overview of the collected data, allowing us to define the key challenges and opportunities that will shape our subsequent design and development process.
By analyzing and interpreting the findings, we can gain a deeper understanding of user needs, enabling us to create effective solutions that enhance the overall user experience within MTR stations.
In-depth user interviews allowed us to delve deeper into the experiences and challenges faced by MTR users when navigating the stations. By engaging in meaningful conversations, we gained qualitative insights into individual motivations, pain points, and specific scenarios that impact the wayfinding process. We have captured all interviewees’ feedback in memo and summarized as an affinity diagram below:
Based on the comprehensive findings and insights from our research, we have identified two distinct user personas: the Local Commuter and the Tourist. These personas represent the primary user groups within the MTR system, each with unique characteristics, needs, and expectations when it comes to exit-finding and wayfinding.
We have created a user journey map that outlines the navigation journey of a commuter using the current system map and exit signage. This visual representation provides a holistic view of the user's experience, highlighting pain points, challenges, and opportunities for improvement at each stage of the journey. By analyzing this journey map, we gain valuable insights into the user's perspective and can identify areas where our new digital solution can make a significant impact.
In the ideation stage, we build upon the pain points and user preferences identified in the previous research phase to develop innovative features that directly address their needs. Drawing from our findings, we have identified core features for the new digital solution that aim to resolve the identified challenges and enhance the wayfinding experience within MTR stations.
To visualize the user journey and interactions with the new digital solution, we have created Information Architecture (IA) and User Flow diagrams. These diagrams outline the structure and flow of the digital solution, showcasing how users will navigate through different features and functionalities. By designing intuitive interfaces based on the IA and User Flow diagrams, we ensure a smooth and efficient wayfinding experience for MTR users.
In the design section, our focus is on standardizing the user interface to ensure a consistent and cohesive experience throughout the digital solution. We establish a design system that encompasses typography, color palettes, iconography, and other design elements, creating a unified visual language. This design system serves as a foundation for both low-fidelity (lo-fi) and high-fidelity (hi-fi) wireframes. By standardizing the design, we aim to deliver an intuitive and visually pleasing user interface that enhances the overall wayfinding experience within MTR stations.
To assess the user experience and effectiveness of our newly designed products, we conducted usability testing with six participants. The testing involved the use of the digital system map, Exit directory Display, and FINDGO wayfinding assistant. Following the testing sessions, we analyzed and categorized the feedback received from participants using an affinity diagram. This diagram helped us identify patterns, themes, and common issues that emerged during the testing process.
Objectives:
- Evaluate the visibility
- Identify any pain points or difficulties encountered by users
- Assess the overall user experience
- Gather feedback and observations
Assessing the clarity, accessibility, and ease of locating information within the digital products, including the digital system map, Exit directory Display, and FINDGO wayfinding assistant.
Evaluating the effectiveness of experience in navigating through MTR stations, which involved identifying any pain points, challenges, or areas for improvement in the wayfinding process.
Assessing the impact of integrating seasonal event promotions or business products on the overall user experience.
In the solution session, we showcase the final products of the Digital System Map, Exit Directory Display, and FINDGO Wayfinding Assistant. These products feature innovative capabilities to address user pain points and enhance navigation in MTR stations.
With these innovative features, our solutions enhance the overall wayfinding experience, making it more efficient and user-friendly within MTR stations.
Assessing the clarity, accessibility, and ease of locating information within the digital products, including the digital system map, Exit directory Display, and FINDGO wayfinding assistant.
Enhanced visibility ensures that users are aware of the QR codes' purpose, enabling them to access additional information, offers, or services conveniently and enhancing their overall wayfinding experience.
Providing a dedicated section for businesses and seasonal events to promote their products and service which enriching their wayfinding journey and potentially enhancing engagement and sales opportunities
Exit Directory Display features a larger and more prominent banner layout, ensuring better visibility for QR codes, which help users understand the purpose and usage after scanning the QR code
Exit Directory Display presents up-to-date information on nearby landmarks, destinations, and any closed exits. This feature enables users to make informed decisions, navigate efficiently, and avoid any inconveniences
Exit Directory Display incorporates interactive and visually appealing designs specifically tailored for seasonal events. This integration adds an extra layer of engagement and enjoyment to the user experience.
FINDGO Wayfinding Assistant excels in providing users with up-to-date and detailed information, which can access information such as recommended exits, optimal routes, estimated walking times, and other relevant details.
FINDGO Wayfinding Assistant incorporates a dedicated section for businesses to showcase their products, banners, and discounts which users are encouraged to explore and engage, creating a vibrant and interactive wayfinding journey.
The FINDGO Wayfinding Assistant integrates seamlessly with popular third-party navigation platforms such as Google Maps and PinnAR (AR navigation app), which users benefit from enhanced guidance and a smooth transition from station to destination.
Throughout the entire project, I have embarked on a transformative journey to enhance the wayfinding experience within MTR stations. It has been an incredible adventure of discovery, innovation, and user-centric design.
By actively listening to user feedback, we identified pain points and tailored our solutions accordingly. The integration of up-to-date information, captivating visual experiences, and seamless integration with external navigation platforms has revolutionized the wayfinding process.
I am proud of the positive impact we have made, empowering users with knowledge, supporting local businesses, and creating an immersive and enjoyable journey. This project has taught me the importance of user-centricity, continuous improvement, and the power of technological innovations in enhancing everyday experiences.
I am incredibly proud of the final products we have developed to enhance the user experience within MTR stations. The digital system map, exit directory display, and FINDGO wayfinding assistant have truly transformed the way users navigate and explore. The positive feedback and impact we have received from users validate our efforts and drive to continually improve. As we look to the future, I am excited to further enhance the user experience, leveraging new technologies and incorporating user feedback to create even more seamless, engaging, and immersive journeys within the MTR stations. Together, we are committed to making navigation a delight for every user, today and in the years to come.
