Challenge

Translink, a public transport corporation in Northern Ireland, aimed to implement a chatbot feature on their website to assist both impaired and able-bodied travellers. I collaborated with a UX Design lead to develop this service.

Process

Research

Objective:
To understand the needs and challenges of impaired and able-bodied travellers using Translink's services and identify gaps in existing chatbot solutions.

Methods:

- Heuristic Evaluation: Conducted an initial review of Translink's existing chatbot and identified accessibility and usability issues.

- Desktop Review & Benchmarking: Analysed 25-30 chatbot applications in the travel sector to identify best practices and establish benchmarks.

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Key Findings:

- Accessibility Issues: Identified common barriers for impaired users, such as inadequate error handling and lack of clear information.

- Emotional and Practical Needs: Revealed the importance of emotional reassurance and practical support, such as clear journey planning and real-time assistance.

- User Expectations: Found that users value a seamless experience that integrates all aspects of their journey, including accessible transport options and real-time support.

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Journey Mapping & Prototyping

I identified nine main use cases for the chatbot, including journey planning and error handling, and created an accessibility checklist aligned with WCAG guidelines. A journey map was developed and translated into a prototype on chatbot.com.

Usability Testing & Iterations

Initial usability testing with colleagues revealed issues with journey summaries and conversation loops. Sixty percent of participants used alternative support options effectively, but some struggled with recalling journey details and bus stop information. Iterative improvements focused on clarifying departure/arrival times, reducing conversation loops, and enhancing bus stop information.

Summary

After iterating on the current prototype based on user testing, we provided the client with a demo. They felt the prototype was ready for development, but we believed another round of user testing was necessary, as we had not fully addressed all the issues identified during the user research stage. However, the client halted the project due to budget constraints. Based on this project, Translink proceeded to implement a voice service and have successfully reduced call centre queries.

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View project details here →

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