HerTransit
Real-time transit information with community-verified safety ratings for women commuters
process results
35
Design Concepts Generated
Design Concepts
Generated
2
Platforms (Kiosk + App)
Platforms
(Kiosk + App)
team
1 UX Researcher & Designer (me)
1 Project Lead
1 UX Researcher & Designer
1 Engineer & UX Researcher
timeline
12 weeks
2025
Location
Seattle, WA
HerTransit
Making every ride safer.
Community Alerts
Real-time safety updates
Live Map
View routes and safety ratings
Community Companion App
Bus Route
255
University District
Safety Rating
A
4.4/5.0
Arrival
06:14 PM
in 12 mins
COntext/ problem
Public transit systems provide essential mobility for university students, but existing safety services focus primarily on getting students away from campus. Few address the journey to campus using public transportation.
Women navigating public transit face a dual challenge: managing safety concerns while handling high cognitive load from route interpretation, environmental assessment, and quick decision-making with limited information.
Public transit systems provide essential mobility for university students, but existing safety services focus primarily on getting students away from campus. Few address the journey to campus using public transportation.
Women navigating public transit face a dual challenge: managing safety concerns while handling high cognitive load from route interpretation, environmental assessment, and quick decision-making with limited information.
How might we increase a sense of safety for women traveling to and from campus via public transportation?
How might we increase a sense of safety for women traveling to and from campus via public transportation?
RESEARCH INSIGHTS
Strategic Space Use
Strategic Space Use
Women create "Safe Zones" near drivers, exits, and well-lit areas
Women create "Safe Zones" near drivers, exits, and well-lit areas
Loss of Control
Loss of Control
Crowded spaces = greatest stressor
Crowded spaces = greatest stressor
System Reliability = Safety
System Reliability = Safety
When GPS fails or screens malfunction, cognitive load spikes
When GPS fails or screens malfunction, cognitive load spikes
High Cognitive Load
High Cognitive Load
Maintaining "semi-alert" awareness is exhausting
Maintaining "semi-alert" awareness is exhausting
The Ask | Project Goals
For Users
For Users
Reduce cognitive load during transit
Increase sense of control & safety
Reliable, real-time information
For Community
For Community
Enable safety sharing
Build trusted information network
Ratings build accountability
For Transit System
For Transit System
Improve perceived safety
Increase ridership among women
Highlight well-maintained areas
RESEARCH & DISCOVERY
Method 1: Cognitive Task Analysis
Method 1: Cognitive Task Analysis
What: Analysis of sensory inputs and decisions
What: Analysis of sensory inputs and decisions
Why: Identify assumed vs real needs with anxiety spikes
Why: Identify assumed vs real needs with anxiety spikes
Outcome: Map of mental load patterns
Outcome: Map of mental load patterns
Method 2: Observational Research
Method 2: Observational Research
What: Observed 5 women at UW bus stops
What: Observed 5 women at UW bus stops
Focus: Nonverbal cues, posture, movement and patterns
Focus: Nonverbal cues, posture, movement and patterns
Duration: 1 hour sessions
Duration: 1 hour sessions
Method 3: Semi-Structured Interviews
Method 3: Semi-Structured Interviews
Who: 3 women students, ages 21-26
Who: 3 women students, ages 21-26
Technique: "Memory-walk" visualization
Technique: "Memory-walk" visualization
Outcome: Bottleneck and anxiety peak mapping
Outcome: Bottleneck and anxiety peak mapping
Method 4: Secondary Research
Method 4: Secondary Research
Sources: Academic journals on "The Pink Tax"
Sources: Academic journals on "The Pink Tax"
Focus: Women spending more for safer travel
Focus: Women spending more for safer travel
Insight: Complex travel patterns, defensive behaviors
Insight: Complex travel patterns, defensive behaviors
Primary Persona: Nervous Nancy The Inexperienced Commuter
Primary Persona: Nervous Nancy The Inexperienced Commuter
Nervous Nancy
Nervous Nancy
The Inexperienced Commuter
The Inexperienced Commuter
👩🏽
👩🏽
Age / Gender
18 / Female
Age / Gender
18 / Female
📍
📍
Location
Seattle, WA
Location
Seattle, WA
💼
💼
Occupation
Undergraduate Student
Occupation
Undergraduate Student
“
When I’m planning my commute to campus, I want to know which routes and timings are safest, so I can travel confidently without worrying about unsafe areas or timings...
“
Secondary Persona: Secure Sandy The Experienced Commuter
Secondary Persona: Secure Sandy The Experienced Commuter
Secure Sandy
Secure Sandy
The Experienced Commuter
The Experienced Commuter
👩🏽
👩🏽
Age / Gender
25 / Female
Age / Gender
25 / Female
📍
📍
Location
Seattle, WA
Location
Seattle, WA
💼
💼
Occupation
Graduate Student, Working Professional
Occupation
Graduate Student, Working Professional
“
I plan my route ahead, stick to familiar timings, and make sure I’m seated near the driver or other women.
As long as it’s well-lit and predictable, I don’t really worry much.
I plan my route ahead, stick to familiar timings, and make sure I’m seated near the driver or other women.
As long as it’s well-lit and predictable, I don’t really worry much.
“
💡 IDEATION PROCESS | DIVERGE & CONVERGE
Crazy 8s Sketches
Affinity
Mapping
3 most promising ideas: - Environmental Cues - Sensory Needs - Active Participants We brainstormed again, attempting to find the common thread across different methods and tied them together.
3 most promising ideas: - Environmental Cues - Sensory Needs - Active Participants We brainstormed again, attempting to find the common thread across different methods and tied them together.
Compiled all sketches (35 in total) from Crazy 8s and organized them into themes
Compiled all sketches (35 in total) from Crazy 8s and organized them into themes
EXPLORING SOLUTIONS
Concept 1.1: Kiosk + Mobile Ecosystem
Concept 1.1: Kiosk + Mobile Ecosystem
Interactive system displaying real-time transit and safety info, verified by ORCA card tap. Connected to woman-led online community.
Interactive system displaying real-time transit and safety info, verified by ORCA card tap. Connected to woman-led online community.
Concept 1.2: Onboard/ Offboard Helpline System
Concept 1.2: Onboard/ Offboard Helpline System
Emergency buttons and lit areas with cameras at stops and on buses. 24/7 helpline support for immediate assistance.
Emergency buttons and lit areas with cameras at stops and on buses. 24/7 helpline support for immediate assistance.
Concept 2: Service of Self-Selecting Sensory Experiences
Concept 2: Service of Self-Selecting Sensory Experiences
This service allows users to pick sensory & environmental factors, such as music or light brightness on the bus, that create a more positive experience on public transit.
This service allows users to pick sensory & environmental factors, such as music or light brightness on the bus, that create a more positive experience on public transit.
Concept 3: Embedded Supports within Public Transit
Concept 3: Embedded Supports within Public Transit
Digital signs and indicators showing real-time bus occupancy, delay updates, and seat availability before boarding. Enables informed decisions without wasting time or compromising safety.
Digital signs and indicators showing real-time bus occupancy, delay updates, and seat availability before boarding. Enables informed decisions without wasting time or compromising safety.
Scenario 1
storyboarding
Nancy realizes her phone is dead as she approaches the bus stop.
The kiosk shows her exactly what she needs: safe zones and arrival times.
Standing alone at the empty stop, Nancy's anxiety spikes.
The display confirms her bus is delayed but approaching.
Nancy spots the HerTransit kiosk and approaches with relief.
Nancy boards confidently, knowing she made an informed decision.
Nancy realizes her phone is dead as she approaches the bus stop.
Standing alone at the empty stop, Nancy's anxiety spikes.
Nancy spots the HerTransit kiosk and approaches with relief.
The kiosk shows her exactly what she needs: safe zones and arrival times.
The display confirms her bus is delayed but approaching.
Nancy boards confidently, knowing she made an informed decision.
Use-case: Nervous Nancy New Location, Phone dies before heading home (Kiosk)
Use-case: Nervous Nancy New Location, Phone dies before heading home (Kiosk)
Use-case: Nervous Nancy New Location, Phone dies before heading home (Kiosk)
Scenario 2
After a long day at work, Sandy heads to her usual bus stop for the evening commute.
Within the Community tab, Sandy discovers what's happening.
Sandy arrives at the stop and notices heavy traffic passing by - no bus in sight.
A new alert appears: "Bus #67 delayed 15 minutes near UW due to construction."
Sandy pulls out her phone and opens the HerTransit app to check for updates.
Informed and reassured, Sandy relaxes at the stop.
After a long day at work, Sandy heads to her usual bus stop for the evening commute.
Sandy arrives at the stop and notices heavy traffic passing by - no bus in sight.
Sandy pulls out her phone and opens the HerTransit app to check for updates.
Within the Community tab, Sandy discovers what's happening.
A new alert appears: "Bus #67 delayed 15 minutes near UW due to construction."
Informed and reassured, Sandy relaxes at the stop.
After a long day at work, Sandy heads to her usual bus stop for the evening commute.
Sandy arrives at the stop and notices heavy traffic passing by - no bus in sight.
Sandy pulls out her phone and opens the HerTransit app to check for updates.
Within the Community tab, Sandy discovers what's happening.
A new alert appears: "Bus #67 delayed 15 minutes near UW due to construction."
Informed and reassured, Sandy relaxes at the stop.
Use-case: Secure Sancy known location, different circumstances (Companion App)
Use-case: Secure Sancy known location, different circumstances (Companion App)
Use-case: Secure Sancy known location, different circumstances (Companion App)
user flow
Flow 1: Getting directions while accounting for safety
Flow 1: Getting directions while accounting for safety
Flow 2: Accessing community alerts
Flow 2: Accessing community alerts
Flow 3: Inputting safety conditions of buses and bus stops
Flow 3: Inputting safety conditions of buses and bus stops
Part A: HerTransit Kiosk
Feature 1: Live Map
Feature 1: Live Map
Real-time transit information via ORCA card scan
Search for directions
View bus arrival times
Safety ratings for routes and stops
Real-time transit information via ORCA card scan
Search for directions
View bus arrival times
Safety ratings for routes and stops
Feature 2: Community Alerts
Feature 2: Community Alerts
User-reported safety updates in real time
Incident and observation sharing
Location-based alert filtering
User-reported safety updates in real time
Incident and observation sharing
Location-based alert filtering
Part B: HerTransit Mobile App
Feature:
Safety Rating System
Feature: Safety Rating System
Post-trip notification prompts
Quick safety rating input
Optional context and concern sharing
Community contribution tracking
Post-trip notification prompts
Quick safety rating input
Optional context and concern sharing
Community contribution tracking
Pilot Testing
Tested wireframes with women communters and identified usability issues
Start simple
Detail as we go
Final Refinement
Tested mid-fidelity kiosk and companion app with target user group
24/7
Support
Support
Safety Check
1m ago
How did your stops feel today? Drop quick ratings to help the next rider out.
User Testing
Incorporated feedback. High-fidelity prototypes.
Insights
Research Depth
Research Depth
Conducted 4 distinct research methods to uncover invisible behavior
Conducted 4 distinct research methods to uncover invisible behavior
User-Centered Design
User-Centered Design
Iterated through 3 testing rounds based on direct user feedback
Iterated through 3 testing rounds based on direct user feedback
Dual-Platform Solution
Dual-Platform Solution
Created cohesive experience across kiosk and mobile touchpoints
Created cohesive experience across kiosk and mobile touchpoints
Reflections
Peer-verified information carries more weight than system-generated data. Building trust networks is essential.
- User 2 , age 22
- User 2 , age 22
Women's safety concerns aren't just about threats, they are about having info and choices in their transit decisions.
- User 1 , age 26
- User 1 , age 26
The mental work of staying safe is exhausting. Good design reduces this invisible labor.
- Team HerTransit
- Team HerTransit
Meet
the
team
From left to right:
Wenxuan Tang,
Arundhati Ramesh,
Nina Nguyen,
Melissa Mickey
From left to right: Wenxuan Tang, Arundhati Ramesh, Nina Nguyen, Melissa Mickey
From left to right: Wenxuan Tang, Arundhati Ramesh, Nina Nguyen, Melissa Mickey
Ready to build something amazing?
I'd love to connect with you!