Jesse Alexander Design

Case Studies

BUSSIN Travel Application

thinkful ux|ui flex — product design, user research

A viable approach to streamline the complexities of bus commuting.

Everyday bus commutes often bring frustration and inconvenience, stemming from missed buses, prolonged waits due to delays, or mistakenly boarding the wrong bus. In response to these issues, I undertook extensive research employing methods like surveys and interviews to better grasp the requirements and anticipations of bus passengers.

This research culminated in the creation of Bussin, a solution crafted to streamline the process of catching buses and elevate the overall commuting experience. The Washington metropolitan area’s transportation agency is preparing to introduce a mobile app aimed at enhancing the bus riding experience.

The app will offer up-to-the-minute bus arrival updates for the Washington and State bus stop, a bustling intersection serving multiple bus routes. This represents an enhancement over the existing system of displaying bus schedules on websites and at bus stops, promising passengers a more precise and user-friendly experience.

My Role

User Researcher 
User Interviewer 
User Flow 
Persona Creation 
UI Prototyping
Branding/ Visual Designer 
Usability Testing 


6 Weeks

Tools Used

Adobe Photoshop
Adobe Illustrator
IOS Kits

The Problem

Enhancing the Commuter Experience on Minneapolis Buses

Minneapolis’ public transportation agency grapples with the task of delivering a dependable and user-friendly transit experience to its passengers. The current system, featuring bus schedules posted on both the website and at bus stops, falls short in terms of accuracy and clarity, resulting in passenger frustration and missed connections.


Creating a transit app for Minneapolis that would provide real-time information about bus arrival times at the Washington and State stop. The app would also cater to the unique needs of its residents and visitors by allowing them to plan their routes, track their bus in real-time, and purchase their tickets directly from their smartphones.

Double Diamond Process

I employed the Double Diamond process in the design of the In Route bus app. Initially, research was conducted to comprehend riders’ needs and pinpoint pain points. With the collected insights, I framed the problem and delineated essential features like trip planning, ticket purchasing, and real-time bus tracking. Subsequently, a series of iterations led to the generation of ideas and the development of prototypes, which were refined through user testing to ensure a user-friendly and inclusive app.

The integration of payment and GPS systems into the app was executed with an unwavering focus on the user experience. Throughout the entire journey, I maintained a user-centered approach, continually refining the design based on valuable feedback from riders. By adhering to the Double Diamond process, I successfully created a bus app that delivers a positive and enjoyable experience for all users.

Research Plan

As a solo practitioner, I initiated the research process for our project by defining clear objectives, identifying potential challenges, and crafting a plan for their mitigation. This included the development of a comprehensive User Research Plan, which served as my roadmap for conducting the research.


SWOT Analysis

The next step involved conducting a SWOT Analysis, where I assessed our main competitors to understand their strengths, weaknesses, opportunities, and threats. This information was crucial for identifying areas of improvement, seizing opportunities, and navigating potential challenges. The SWOT Analysis provided deeper insights into the market and guided our decision-making process for the project.



  • Live location tracking
  • Subway, Uber, and Lyft options


  • Live location tracking is confusing in which direction the user is facing
  • Too many advertisements


  • Less ads for a more user friendly experience
  • Live updates on paid fares


  • Live tracking
  • Transit options other than the city bus
  • Favorite stations
  • Pay for tickets ahead of time



  • Costs of bus tickets displayed
  • Accessibility information for each terminal for Handicapped users


  • Pay walls for the more interesting features
  • Cannot purchase tickets in app


  • A more feature rich experience without paying for the premium package
  • Enable in-app ticket purchases


  • More advanced features than other apps regardless of pay wall
  • Advanced notifications based on location of desired transit
  • Accessibility options

As a student working on this project solo, I decided to do a survey to dig into what bus commuters really need and what bugs them. I sent out the survey through social media, at bus stops, and just chatting with people I know. The feedback I got was a big help in figuring out what’s not working, what people like, and what could make things better. I asked about stuff like how they use buses, if they find the bus a slow option of transportation, and if they find the bus convenient. Later own I followed up with a feedback box for improvements they would like to see. Additionally, I asked their age range for demographic research.




Wireframing played a crucial role in developing the bus app. It provided a visual representation of the app’s layout and flow, allowing me to ensure its usability and accessibility for all users. By creating low-fidelity wireframes, I could gather early feedback and make any necessary changes before moving forward with the visual design. This helped streamline the design process and save valuable time and resources.

Moodboard and Color Theory

Hi-Fi Prototype