Many people find it difficult to pay for public transportation. How would you approach solving this problem?

Research the Problem

• User Research:Conduct surveys and interviews with diverse user groups (students, low-income workers, pensioners, etc.). Identify patterns: Is the issue related to ticket pricing, lack of flexible payment options, or overall affordability? Use ethnographic studies to understand how people navigate transportation without access to affordable solutions.
• Data Analysis:Analyze fare structures and compare them with the median income of different user segments. Look at the success of subsidies or discounted programs in other cities.
• Competitor Analysis:Review systems in cities offering affordable or free public transit for insights into what works.
• Define Personas and Pain Points
• Create personas representing different user groups affected by affordability issues.
• Highlight key pain points, such as:Difficulty budgeting for monthly passes. Inflexible pricing structures (e.g., flat fares may not reflect usage). Lack of awareness of existing discounts or subsidies.