An innovative set of digitalised wayfinding solutions designed for Hong Kong's MTR stations.
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Project Summary
MTR is a rapid transit system in Hong Kong known for its extensive network of trains that provide efficient and reliable transportation services to commuters and travellers. Currently, MTR stations' street maps and exit signages are updated on a station-by-station basis, resulting in a yearly turnaround time for updates. This lack of real-time information makes it challenging for commuters to locate the correct exit and does not reflect current events.
To address these challenges, the company wants to develop the next-generation Station Wayfinding System, starting with Admiralty Station. This system will include a Digital System Map and Exit Directory display, enhancing communication and engagement with commuters while exploring potential monetization opportunities from digital displays.
Project Details
Client
MTR Corporation Limited
Duration
September - October 2023 (4 weeks)
Team
Venus Tong, Jeff Leung, Keris Cheng, Agnes Zhong
Main Scope
User Research, Product Design
Tool
Figma, Figjam
Project Objectives
To kick start the project, my teammates and I recognised the importance of identifying and narrowing down our objectives and focus. This includes the following points:
Identify the pain points faced by MTR users using the current wayfinding methods
Come up with solutions to solve these pain points and enhance user experience related to exit-finding and wayfinding
Explore additional monetization opportunities that bring value to both the MTR company and its users
Design Process
Planning
Identify project objectives and set timeline
Research + Define
Research and gather wayfinding examples, perform primary research
Ideate
Summarise design directions, information architecture and user flows
Usability Test
Conduct unmoderated tests and refine our design
Prototype
Build Figma interactions
Wireframe
Design low and high fidelity wireframes
Research and Define
Our group utilized surveys, interviews, and field observations to accomplish the first objective. We identified that the main users of the MTR service include both Hong Kong locals and tourists. Hence, we aimed to collect views from both side.
Survey
We first conducted a survey to gather quantitative data and general views on the MTR wayfinding system. Among the 50 respondents, we found that:
72%
didn’t notice the QR code on exit directories
84%
didn’t know the QR code includes exit and destination info
92%
Preferred seeing info regarding nearby points of interest in the signages
80%
Preferred exporting path info from the wayfinding signages to Google Maps
Interview
We also carried out interviews with the following aims:
Understand the entire user journey from entering MTR station to reaching the destination
Explore in-depth pain points, challenges and experiences
Gather insights and suggestions on a digital signage solution
We went to Admiralty and Shim Sha Tsui station to conduct the interview with 12 participants, including local MTR users and tourists.
Field Observation
During the day, we also observed 100 MTR users to understand actual and real-time user behaviours with using street maps and exit directory and capture non-verbal cues and actions that may not be expressed in surveys/interviews.
After gathering all the results, we organised them in an affinity diagram.
We used personas to immerse ourselves in the users' perspective and identify their needs. We found that locals prioritized efficiency, while tourists showed greater interest in obtaining detailed information about nearby attractions, seasonal events, and transportation details.
We also created a user journey map to visualised and understand the overall wayfinding experience of the users from exiting the MRT train to reaching their destination. This helped us identify pain points, opportunities and areas to be enhanced.
Ideation
Prioritising major issues
Not able to map the route of destination directly
Inaccurate and outdated destination information
Lack of info about seasonal events and promotions nearby
How might we...?
“
How might we utilise the potential of digital signages to provide innovative experience and additional values to MTR users, enhancing their journey and overall satisfaction?
”
“
How might we effectively provide timely updates about seasonal events and promotions near the station, capturing users’ attention and encouraging their active participation?
”
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How might we address user pain points by providing clear and accurate wayfinding information, and improved familiarity with different exits?
”
What opportunities we identified?
Improvement on System Map
Information integration
Display real-time information about nearby landmarks/buildings or station information (e.g. exit closure), ensuring users have the most current and relevant information.
Monetise with local business
Provide a promotion section for businesses or seasonal event to promote products or event, attract locals & tourists navigated.
QR code integration
Incorporate QR code into the digital display, allowing users to access more detailed and accurate destination information for a better wayfinding experience.
Improvement on Exit Signage
Visual enhancements
Incorporating themes from seasonal events to attract attention attention, create visual interest, and encourage active participation from users.
Enhance QR code visibility
Enhancing the visibility of QR codes on the exit signage and clearly stating their purpose for scanning, navigating with mobile devices out of stations.
Introducing the FINDGO concept!
We came up with a new way to making it easier than ever to FIND the way and GO directly to the desired destination.
FINDGO is a wayfinding assistance platform (web-based) that allows users to access detailed information simply by scanning QR codes on signage.
This novel platform aims to improve navigation experience by providing accurate and timely information, addressing the issue of confusion and frustration of not being able to accurately find their destination, locate the nearest exit and receive exit information about current nearby events.
Based on survey and interview feedback, participants expressed strong interest in additional wayfinding tools for navigation. Therefore, we will integrate Google Maps and the AR navigation app "PinnAR" to offer users diverse navigation experiences.
Defining the structure
We defined the structure by creating information architectures, allowing us to effectively organise and navigate the content.
We also created the user flow for our FINDGO web navigation page.
Wireframing
Low Fidelity Wireframes
After having a defined structure of the digital system map, digital exit signages, and FINDGO web navigation page, we created lo-fi wireframes.
Design System
To maintain consistency and align with the existing MTR theme, we collaborated to develop a design system. By preserving the typography and primary and secondary colors, we ensured visual coherence throughout the project.
We applied this design system into creating high fidelity wireframe.
Usability Testing and Refinement
Usability Testing
In order to assess the usability of the redesigned digital system map, exit signage, and the effectiveness of the FINDGO web navigation, we conducted usability testing. Given the time limitations of the project, we conducted tests with a small sample size of 6 participants with the task flow below:
Step 1.
Introduction
Brief overview of this project
Aim of this usability test
No right or wrong answer
Right to withdraw at any time
Step 3.
FINDGO tasks
Clarity of other transport info
Finding the nearest exit of nearby location
Discovering and locating nearby seasonal events
Accessing a list of all destination in an exit
Step 2.
Digital System Map and Exit Signage tasks
Clarify of information
Visual elements and layout
Structure organisation
Step 4.
Additional Feedback
Look & feel of the design
Ease of use
Obstacles encountered
Other suggestions and comments
After analyzing the test results, our group consolidated key findings into an affinity map. Overall, participants found the designs user-friendly and convenient, with clear wording and information. The FINDGO navigation page stood out as particularly intuitive. They also appreciated the promotion section highlighting seasonal events and nearby shops. However, some design issues were identified, which we addressed during the refinement process.
Final Products!
Digital System Map
To maintain consistency and minimize user confusion, we retained the existing color system, typography, and icons. Key modifications we implemented include:
Event Promotion Area: Leveraging the digital advantage, we added a dedicated section for timely updates on seasonal events near the station. Information boxes will also be displayed on the street map.
Bottom Legend Placement: Placing the legend at the bottom facilitates easier comparison and matching of icons on the street map.
Estimated Walking Time: Users found this information valuable for their navigation planning, so we included estimated walking times next to the nearest exit.
FINDGO Navigation CTA: We introduced a Call-to-Action (CTA) to promote the use of the FINDGO navigation feature, enabling users to access more detailed information.
Alert Updates: Leveraging the digital system map's capabilities, we provide timely updates on emergency situations within or near the station (e.g., exit closures). These updates are displayed in a running banner format, ensuring users stay informed.
Exit Signages
Key modifications we implemented include:
Enhanced QR Code Visibility: Clear wording highlighting the QR code's purpose for navigation, accompanied by a simple graphic in the attention-grabbing green colour matching the exit logo, enhancing user attention.
Special Design for Seasonal Event Promotion: Eye-catching design elements to capture people's attention and encourage participation in seasonal events.
Emergency Alert Display: Timely updates on emergencies, including exit closure notices.
FINDGO Navigation Page
Watch the demo video of all the features and details of this novel navigation assistant!
Final Thoughts 💭
Overall I really enjoyed working on this project. It was my first time conducting field observations, which provided valuable insights into user real-time interactions so I can better understand their needs and steps taken to achieve a goal. This project significantly expanded my skills and knowledge in creating user-friendly digital systems for public spaces like MTR stations.
What can I improve?
If we had more time to work on this project, conducting primary research with a larger number of participants would be beneficial. The MTR has a wide user base, and expanding the sample size would provide a more comprehensive understanding of user preferences and needs.
Also, we could consider the perspectives of disabled individuals during the research stage to ensure that our design caters to their specific requirements.
