BusRightHeader

The BusRight Marketing Site 

Category
Brand Identity, Product Design

Category
Brand Identity, Product Design

Role
UX Designer, Illustrator

Role
UX Designer

Software
Adobe Illustrator, Sketch, InVision

Software
Adobe Illustrator, Sketch, InVision

Time
August - December 2018

Time
August - December 2018

In the fall of 2018, I was fortunate to be a part of Scout, Northeastern's student-led design studio, in which my team and I branded and developed BusRight, a school bus managing and tracking platform. BusRight is currently the only bus fleet manager that optimizes transit and monitors student ridership, avoiding inefficiencies such as ineffective routes and ensuring students' safety. Within the course of approximately 13 weeks, my team and I branded and developed the BusRight marketing site and web platform.

As a result, BusRight received $100K in funding from Dick Schulze (founder of Best Buy), Google, and Underscore VC, and was chosen as one of the top 10 university start-ups in Boston to participate in the UFirst Summer Accelerator. 

My responsibilities as a UX Designer centered around designing the marketing website, particularly the illustrations. 

 

The marketing site went through quite a series of iterations before its final result. In the approximately 3 months and some change to finalize the marketing site, 3 weeks were dedicated to research involving both the marketing site and the web platform. This included understanding BusRight's users: School Administrators, Parents, and Bus Drivers, as well as how BusRight's services are unique to each one. 

The users would almost always be older persons who may not be as
tech savvy as the BusRight team boasts to be. For this case, we considered a clean and simple user interface and avoided unnecessary modules and jargon. 

Each service needed to be highlighted in the marketing site and then addressed on the web platform, which was worked on by the other members of the team. 

The Users

The Users

BusRight has three users:

School Administrators (primary)
will be using the web platform to manage routes, buses, and bus drivers. 

Parents + Students (secondary)
will consult the BusRight mobile app to track arrival and departure times. Parents will also be able to use the app to monitor their kids' ridership.

Bus Drivers (tertiary)
will be using the platform to navigate their route on a smartphone or tablet and keep a record of students as they board the bus. This data will be viewable to School Administrators.

The Problem

The Problem

BusRight has three users, and each will need to view different information about the platform or mobile app to understand the benefits of the product. 

The Solution

The Solution

A marketing site that gives a clear indication of BusRight's capabilities and benefits for each user, as well as quick links to the web platform or mobile app.

Research

The Problem

To get a better understanding of our users, the BusRight team conducted extensive user interviews with school administrators in the greater New York district area. We asked them things like:

  • How is ridership currently stored?
  • What is the most frustrating part of tracking bus fleets?
  • What features would incentivize you to switch to a new bus managing platform?

After getting our answers, we focused on potential competitors to figure out existing solutions and areas of improvement. This lead to a series of user personas:

School Administrators

  • I want to view all the information about my bus fleet so that I can easily access information in case of an emergency.
  • I want to keep track of the bus’s location while en route so that I can gain the trust of parents and ensure the safety of students.
  • I want to create and edit new bus routes so that I can easily sync routes that will be used in the BusRight app.
  • I want to assign drivers to different routes so that I can account for staffing changes while using the platform.

Parents

  • I want to know that BusRight is trustworthy so that I can ensure the safety of my child.
  • I want to get information on BusRight so that I can know its mission and how it works.

Bus Drivers

  • I want to know how many students are getting off at each location so that I can know how many stops the journey will include and how many students are left after each point in the journey.
  • I want to know how many students are on the bus at all times so I can ensure all students are accounted for.

Illustrations

Illustrations

As we approached the high fidelity stage, the BusRight brand was beginning to come through. The team had previously discussed with the clients the typography, color scheme, and other visual elements that would put forth an approachable and trustworthy personality. While the rest of the team honed in on typography, I was put in charge of the illustrations. Here are a couple:

The Kids

All-Kids

Traffic

Traffic

*A Really Nice Element*

Route-Phone

Waiting at the Stop

Waiting-Busstop

"Get Started with BusRight today" trees

Yellow-Trees
Desktop HD (1)

Final Screens

Final Screens

Home
ParentsHome
BusDriversHome
Accountability
Secure
Parents
Refine to Final
Final Admins
Final Parents
Final Drivers
Our Story
Blog
mobilemockup
tabletmockup

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Check out what I've been up to:

©2019 Sukanya Ray

sukanyarayy@gmail.com

©2019 Sukanya Ray

sukanyarayy@gmail.com

©2019 Sukanya Ray

sukanyarayy@gmail.com

©2019 Sukanya Ray

©2019 Sukanya Ray