more than a ride
SF Moves You
MFA Thesis Project Xiaoyun Yang
more than a ride
MFA Thesis Project
Xiaoyun Yang
“Public transit isn’t just about moving people from one place to another; it’s about weaving together the
fabric of a city, creating connections not just of space but of experience, of community.”
an architecture critic for the
—John King,
San Francisco Chronicle
About an MFA Thesis
A master’s thesis project is a comprehensive, year-long process of identifying a realworld problem and exploring how graphic design can be used to provide an effective solution. The thesis involves research, strategic thinking, concept development, and the execution of design deliverables that showcase the depth of design expertise.
For my thesis, I focused on how to enhance the public transportation experience in San Francisco, with the goal of increasing ridership and building stronger connections between commuters and the city. Through extensive research, I identified key issues like inconsistent information, a lack of emotional connection to the transit system, and minimal engagement between passwwengers. My project addresses these challenges by developing a cohesive visual system across transit touchpoints, designing an app that simplifies navigation, and inspiring a sense of belonging and active engagement among riders throught various experiences.
Table of Content
Discover
Exploring the challenges and opportunities within SF’s public transportation.
Define
Identifying core insights and strategies to enhance experiences.
Develop Deliver
Develop solutions to foster connection, engagement, and sustainability.
Creating deliverables to transform public transportation into a shared experience.
01
Discover Exploring the challenges and opportunities within SF’s public transportation.
01.1 Introduction to Community Connection
San Francisco’s identity is rooted in its diverse communities, vibrant neighborhoods, and shared spaces that foster unique cultural exchanges.
Public transportation has historically been a platform for these interactions, serving as more than just a means of getting from point A to point B. It is a space where residents encounter the city’s dynamic energy, whether through shared experiences on a crowded train or glimpses of iconic landmarks on a bus route.
01.1.1 How It’s Affected to Public Transit
COVID-19 pandemic drastically changed commuting habits. Ridership on SF public transit dropped by 70—90% during the peak of the pandemic, as many people transitioned to working from home and avoided public spaces.
Meanwhile, car usage surged as more residents relied on private vehicles for transportation, increasing in traffic congestion and huge environmental impacts.
By late 2023, SF public transit usage remained at approximately 55% of pre-pandemic levels, reflecting ongoing challenges in rebuilding reliability.
This shift has also deepened the emotional disconnect between riders and the system, diminishing its role as a unifying force within San Francisco’s vibrant communities.
01.1 What's Wrong
While public transportation once fostered a sense of connection and belonging, the pandemic disrupted this role. Riders now view transit as a transactional service, focusing solely on functionality rather than as a shared space for community interactions.
This decline in emotional connection and communal pride presents a significant challenge for restoring public transit to its former prominence.
01.2.1 Gaps and Opportunities
Through my initial research, I identified two major gaps that led to design opportunities.
Gap 1: Convenience and Perception
Car-sharing services are perceived as more convenient, reliable, and safer compared to public transit, which faces delays, cleanliness issues, and fragmented travel routes, leading to a less appealing and disconnected experience.
Gap 2: Emotional Connection
Public transportation struggles to create a sense of belonging and emotional engagement among passengers, as it is often viewed as a purely functional service rather than an integral part of the community experience.
Opportunity
Focusing on fostering emotional connections and a sense of community can help San Francisco's public transportation become more than just a functional service— it can inspire pride, promote environmental consciousness, and engage riders on a deeper level.
What I learned
The real opportunity lies not just in moving people from one place to another, but in turning transportation into a shared experience that connects individuals, fosters community, and enhances daily life.
01.2.1 Branding Example
Research highlights the importance of emotional connection in fostering loyalty and engagement with public systems.
A study by the American Public Transportation Association (APTA) found that cities with integrated community-focused branding saw higher public transit adoption and increased user satisfaction.
Branding Example:
Recource: American Public Transportation Association(APTA).
The statement regarding the American Public Transportation Association (APTA) study highlighting that cities integrating communityfocused branding into their transit systems experience greater adoption and satisfaction among riders is supported by APTA's recommended practice document titled "BRT Branding, Imaging and Marketing." This document provides guidance on developing a brand image for bus rapid transit (BRT) systems and discusses how effective branding can lead to increased public recognition and acceptance of transit services. It notes that
some industry studies among recently deployed BRT services have suggested that branding and imaging alone can contribute to ridership increases. For example, the Cleveland RTA reports that the branding of the Healthline BRT service led to a 28% increase in annual ridership over that of the previous bus service, which had many of the same operating characteristics.
01.3.1 Questions
Proposing meaningful questions helped me figure out a clearer direction for in-depth research.
My initial research started with thinking about questions that would help me delve into the topic and take everything into consideration. Throughout the process, I was able to come up with more than 60 questions according to the structure of Socratic questioning. All of these questions fell into 6 following categories:
Questions for clarification; Questions that probe assumptions; Questions about viewpoints and perspectives; Questions that probe implications or consequences; Questions about questio.
Some of the questions were more interesting or important than others. So the next step was to narrow them down to the six most valuable ones for further research.
These questions played an indispensable role during the process of my research and guided me to navigate through a wealth of information in a faster and clearer manner.
What is the importance of public transportation to the community/of San Francisco?
How does the development of public transportation relate to the overall development of the city of San Francisco?
Are there examples of public transportation impacting the community in specific ways?
How does the development of public transportation relate to people's lifestyles?
Are there examples of public transportation affecting how people travel in specific ways?
What are the reasons why people do not actively use public transportation in SF?
What would an example of an idealized public transportation system in SF look like?
What needs and elements motivate people to use public transportation?
Probing Assumptions
Is it accurate and fair to assume that most people who own private cars do not find public transportation as convenient as driving a personal vehicle?
What assumptions can we make about integrating San Francisco's transit system with modern technology?
Is it fair to assume that an older generation may not see the development of public transportation as improving their quality of life and efficiency?
Let's assume that public transportation concentrates on serving low-income populations.
Is it reasonable to assume that public transit systems completely dominate urban/city travel patterns espacially in town?
Suppose that San Francisco's public transit system needs to be built only in large numbers in areas of high population activity and small numbers in remote areas. Is this reasonable?
Can we assume that SF's public transportation service and operation might go back to what it was before the epidemic?
What assumptions can we make about integrating SF's transit system with tourism?
01.3.1 Questions
Reasons and Evidence
What information is needed to understand and measure the success of San Francisco's public transportation operations?
What has caused the use of private cars or uber/Lyft to skyrocket and even exceed the use of public transportation?
What is causing SF's transit usage to decline?
Why is public transportation in SF terrible?
What causes people to take public transit as a "last resort" rather than a "choice" sometimes?
How can we find out if public transportation in San Francisco is evolving at the right pace to keep up with modern technology?
How can we determine if San Francisco's public transportation is growing at the right pace for the city and its population?
Is an example of a community deeply impacted by the public transportation system's alteration/elimination/demolition?
Is an example of a community significantly impacted by the rehabilitation/improvement/ addition of a public transportation system?
Viewpoints and Perspectives
How might a person with a disability feel about public transportation in San Francisco?
How SF residents feel about public transportation in San Francisco?
What would a young person think about public transportation in San Francisco?
What do San Francisco residents think about San Francisco's public transportation system?
What are the perceptions of visitors to San Francisco about the public transportation system in San Francisco?
What are the context/factors that would make someone consider using public transportation in San Francisco?
What would influence someone who owns a private car/higher income group to take San Francisco public transportation?
How do community managers/leaders view the San Francisco public transportation system?
Probing Implications & Consequences
Questions about the Question
What impact might a more comprehensive San Francisco public transit service have on San Francisco residents?
What impact might a more comprehensive SF public transit service have on the community?
How might a more comprehensive public transportation service in San Francisco affect the middle and upper classes?
How can services for different needs and purposes be provided in the same service system when dealing with diverse populations?
What happens when the needs of communities and residents are not provided or met?
What other services and organizations could provide better service to people and communities in the same situation?
What happens if most of the San Francisco transit system is replaced?
What happens if the current service system does not keep up with the growth and demographic changes in the community?
Is San Francisco's public transportation system horrible? Or is it just for different people?
Is it possible to lose people's trust in knowing what is happening with SF's public system?
Why has the community made it a priority to update the transit system rather than build more roads?
Do San Francisco residents agree that public transportation is vital to the community?
Why is it essential to improve public transportation services in San Francisco?
What can specific elements of public transportation in San Francisco help the community grow?
Why do SF residents need public transit?
What are some of the ways/factors that can be used to increase public transit usage when dealing with different audiences?
Why do communities need public transit?
How can SF public transportation guide people to make reasonable/fair use of its system?
01.3.2 Focus Group
By asking the questions I generated, Focus Group will concentrate on gathering unique experiences.
“It feels pretty disorganized to me, to be honest. Sometimes it’s great, and other times it’s just frustrating. I use it because I have to, but I don’t feel like it’s a pleasant experience.”
— Jeremy
“For me, it’s all about convenience and cost. I don’t want to deal with parking or the cost of gas, so having a transit option that’s reliable and easy to navigate is a huge factor. If I can count on it to get me there without delays, that’s a big motivator.”
“Honestly, I like that it gives me time to unwind. I can read a book, listen to a podcast, or just look out the window. When I’m driving, I don’t get that quiet time, so public transit feels less stressful. It’s like a little break in my day.”
“Environmental impact is a big motivator for me. I feel like taking public transit is one way I can contribute to reducing pollution. I wish more people saw it that way, too, because I think it could make a real difference if more of us used it regularly.”
“Public transit here feels purely functional. There’s no warmth to it, no feeling of pride or community.”
“I think adding real-time updates on an app would be helpful. I often don’t know if my bus or train is delayed until I’m already at the stop, which can be frustrating. If I had an app to check in advance, I could plan my day better.”
“People just assume that tech will make things faster and more reliable. I think if they could integrate everything on one app—routes, tickets, delays—it would make the whole experience smoother and less stressful.”
01.3.3 Insights
Insights from six important questions and Focus Group.
Photo from Google
What needs and elements motivate people to use public transportation?
Summary Convenience, accessibility, and affordability are key motivators for people to use public transportation. Riders are more likely to engage with public transit systems when they feel it meets their practical needs, such as reliable schedules, streamlined routes, and minimal wait times
However, emotional factors—like feeling a sense of belonging and connection—also play a role. When transit systems create an inviting atmosphere and encourage community engagement, riders experience a greater attachment to their commute, making public transit an integral part of daily life rather than simply a means of getting from point A to point B.
Photo from Google
Probing Assumptions 02
What assumptions can I make about integrating SF's transit system with modern technology?
Summary
Integrating modern technology into San Francisco’s transit system assumes that digital tools , like real-time updates, app-based navigation, and streamlined payment options, will improve rider convenience and engagement. However, there’s also an expectation that technology can bridge the emotional disconnect by making public transportation feel more accessible, transparent, and user-friendly. When digital solutions align with user needs, they don’t just simplify logistics—they can transform the transit experience, making riders feel more informed, connected, and in control of their journey.
Photo from Google
Is there an example of a community significantly impacted by their city's public transit system?
Summary
Communities that have invested in modernizing their public transportation systems —such as New York City’s recent subway upgrades and Los Angeles’ metro expansions— demonstrate the profound impact transit improvements can have on urban life. Enhanced transit systems increase accessibility, reduce commute times, and foster economic growth by connecting people to jobs, businesses, and recreational areas. In San Francisco, a revitalized transit system could similarly strengthen community ties, improve quality of life, and encourage more environmentally friendly transportation habits, illustrating how updated infrastructure can transform both individual and collective experiences within a city.
Photo from Google
Photo from Google
Viewpoints and Perspectives
How do San Francisco residents feel about public transportation in SF?
Summary
San Francisco residents often feel a mix of frustration and dependence when it comes to public transportation. While many rely on it daily, they frequently express dissatisfaction with issues like delays, cleanliness, and safety concerns. This frustration can create a perception of transit as a purely functional, impersonal service, lacking the emotional connection or pride that might encourage greater loyalty. Improving the public transit experience could help shift these perceptions, transforming the system from a necessary convenience into a valued part of daily life that residents feel positively connected to and proud of.
Photo from Google
Probing Implications & Consequences 05
What
happens
when the communities‘ needs are not provided or met?
Summary
When the needs of communities and residents are unmet, public transportation can become a source of frustration rather than support, leading to reduced ridership and a reliance on personal vehicles. This shift increases traffic congestion, pollution, and overall commute times, creating a ripple effect that impacts quality of life across the city. Additionally, communities may feel disconnected from the transit system, viewing it as unreliable or even irrelevant to their daily routines. Addressing these needs through design and engagement is essential to restore trust and foster a sense of connection to public transportation.
Questions about the Question 08
How to increase public transit usage when dealing with different commuters?
Summary
To increase public transit usage across diverse audiences, it’s essential to address both functional and emotional needs. For younger riders, interactive digital tools may appeal, while eco-conscious individuals could be motivated by the environmental benefits of reduced car usage. For commuters with lower incomes, affordability and reliability are key factors. Tailoring solutions to meet these different motivations can create a more inclusive transit experience that resonates with a broad range of users, transforming public transportation into an attractive and accessible choice for all.
02 Define
Identifying core insights and strategies to enhance experiences.
32 Personas
42 Problem / Insignt / Strategy
48 Deliverables Matrix Chart
02.1 Personas
Profiling our target audience and understanding their motivations and frustrations.
In this exercise, I identified and refined the audience spectrum of San Francisco's public transportation. The goal was to create 8 personas fictional characters that represent distinct types of transit users-by exploring who my audience is, along with their personalities, experiences, preferences, and perspectives.
Each persona embodies a unique group of people with different backgrounds, including race, education level, social status, culture, and lifestyle.
These personas allowed me to focus on the specific types of materials I should develop and provided valuable insights into the style and content most relevant to this project. Among the 8 personas, two are outside the primary audience spectrumeither because they are uninterested in using public transportation or have sufficient knowledge and resources to address transit issues independently.
“I’m committed to using transit, but it often feels impersonal!”
Jordan Miller
33
Non-binary
White
$68,000/year
Outer Sunset
BART from Daly City to Civic Center.
Jordan works in social services and goes to downtown everyday.
They appreciate public transit as an eco-friendly option but feel that more could be done to make it feel inclusive and welcoming.
Jordan would like to see community-building efforts on transit that foster a sense of connection.
Target Audience
“I ride Muni every day so I actually can't tell how I feel.”
Priya Shah 41 Female Indian-American
$58,000/year Richmond District
Muni from Richmond to the Financial District.
Priya values the cost savings of public transit but finds navigating the system confusing.
She often gets lost in transfers or delayed by inconsistent schedules.
For her, a streamlined, intuitive transit system would make commuting far less stressful.
Target Audience
“It’s hard to rely on public transit when it feels like our area is overlooked.”
Kevin Johnson
26
Male African-American
$36,000/year
Bayview
Muni from Bayview to the Embarcadero.
Kevin is passionate about community issues and feels that public transit is an essential service that should serve everyone equally.
He's frustrated by the lack of services in Bayview and believes improvements could help connect underserved neighborhoods to the city.
Target Audience
“I love how public transit takes me all over the city.”
Sophie Kim
31
Female Korean-American
$52,000/year
Nob Hill
Buses from Nob Hill to various client locations.
Sophie doesn't own a car, so she depends on buses to reach her clients around the city.
She loves San Francisco's creative energy but finds commuting unpredictable.
She wishes public transit was better organized with accurate real-time updates.
Target Audience
“BART is my lifeline, but it could be cleaner and safer.”
Miguel Ortiz
39 Male Hispanic
$46,000/year
Tenderloin
BART from Civic Center to South San Francisco.
Miguel is a restaurant worker who commutes long distances and values the affordability of San Francisco's public transportation.
He's interested in any programs that offer rewards for frequent riders and would love to see more resources dedicated to maintaining cleanliness and safeness of the stations.
Target Audience
“It is essential but for my day-to-day life doesn’t always easy for families.”
Maria Torres
28
Female
Latina
$46,000/year
Mission District
Muni from Mission District to Union Square.
Maria relies on public transit as her primary means of transportation.
As a young professional and single mother, she values public transit for its affordability but is often frustrated by delays and overcrowded.
She hopes for a safer, more reliable system for working families like hers.
Target Audience
“Driving may cost more, but I won’t waste too much time on the way.”
Mark Liu 54
Male Asian-American
$160,000/year
Pacific Heights
Drives from Pacific Heights to SoMa.
Mark is a senior finance manager who values control over his commute.
He finds driving to be more convenient and dislikes the waiting times and delays he associates with San Francisco's public transit.
Given his busy schedule and access to parking, he's never considered transit a viable option.
Target Audience Non-Target Audience
“I need privacy and flexibility that only my car can provide.”
Linda Foster
60 Female White
$180,000/year
Sea Cliff
Drives from Sea Cliff to Noe Valley.
Linda is a therapist with a flexible schedule and prefers the comfort of her own car.
Public transit has never been a practical option, as she values privacy and dislikes crowded.
Target Audience
Non-Target Audience
02.1
Problem / Insignt 1:
Many commuters see public transportation as merely a functional necessity, focusing on the destination rather than the journey. This mindset often leads to a disconnect from the city’s vibrancy and the people sharing the space.
Many commuters view public transportation as a transactional experience, lacking emotional connection to the city or the people around them.
Strategy 1:
Bringring Muni to celebrate Local Parades: To promote the brand and give back to the community, buses will be outfitted as floats for local parades, such as the Pride and Giants parades, creating an engaging experience that enhances emotional connections.
SF Hangout Bus
The “SF Hangout Bus” transforms a city bus into a festive mobile event space, tailored to local festivals like Pride Month. Passengers can engage in interactive experiences that reflect the spirit of the event. Exclusive giveaways, such as newly designed Clipper cards, will serve as both functional transit passes and collectible items celebrating the festival. These unique touches not only promote the event but also encourage continued use of San Francisco public transportation.
Posters
Poster will focus on awakening a sense of community belonging in them.
02.1 Problem / Insignt 2:
Limited interaction among passengers and with the transit system reduces engagement, preventing users from seeing it as a connected, community-driven experience, instead viewing it as purely functional.
There is minimal interaction among passengers and the public transit system. This reduces engagement and prevents users from seeing transit as part of a larger, connected experience.
Strategy 2:
Create Interactions
to Engage Commuters: Link stores in high-traffic transit hubs to serve busy commuters and create a seamless, branded transit experience, incorporating the concept with digital screens for info and interactions.
Services
The kiosk store will offer a convenient way for commuters to grab fast food and drinks on the go. With a focus on efficiency, passengers can order directly from the kiosk or through the app for easy pickup. This service will cater to busy commuters who need a quick meal or refreshment during their transit. The kiosks will be strategically located at high-traffic stations, allowing passengers to seamlessly integrate their stop into their commute.
Interative Information
Each kiosk will feature an interactive screen providing real-time updates on transit schedules, routes, and delays. The integration of these interactive displays will not only keep passengers informed but also encourage them to engage with the public transit system in a dynamic and personalized way.
02.1
Problem / Insignt 3:
Inconsistent and overwhelming information across apps, signs, and maps creates confusion and frustration for commuters, making public transportation harder to navigate.
Commuters face overwhelming and inconsistent information across different platforms (apps, signs, maps) when navigating public transportation, leading to confusion and frustration.
Strategy 3:
Simplify navigation and communication with a unified language: Create consistent, easy-to-understand visual systems across all transit touchpoints.
APP
The app will be designed to provide commuters with an intuitive, user-friendly interface that integrates travel, real-time updates, interactive features, and reports. Key functionalities include route planning, public transportation traffic information, and the ability to place food or drink orders at kiosk stores.
Way Finding
Physical wayfinding throughout the transit system will mirror the app's clean, modern visual identity, creating consistency between the digital and physical experience. The signs will use clear, legible fonts and vibrant color schemes to help passengers navigate stations and identify important information
02.2 Deliverables Matrix Chart
Phone
Passengers can easily plan their trips, access traffic information, check air pollution levels, and place orders through the app.
Navigation Trip Plan
Order Page Report
Reward Checking
Posters
Posters for target audience Digital screens design
Link Store / Hang Our Bus / Multiple promotions
Package
Eco-friendly food packaging
Pomotion
Posters and digital screens design
Self-service Kiosk
Kiosk order screens
Event Promote
Theme bus looking design
A series of posters
Clipper card and other products
Billboard
For non-target audience
03 DEVELOPE
Develop solutions to foster connection, engagement, and sustainability.
52 Logo Development
68 UX Development
88 Application Development
03.1 logo Development
The logo symbolizes the mission of encouraging people in SF to use public transportation.
03.1.1 Logo Anatomy
The logo symbolizes the mission of encouraging people in SF to use public transportation.
Text Box Shape Link's Name Shape of Connections
03.1.2 Alternate Versions of Logo
This page presents approved variations of our logo, including monochrome, inverted, and simplified versions, ensuring versatility and consistency across diverse backgrounds and media.
White Logo
Black Logo
03.1.3 Logo Size Chart
This standards sheet ensures the logo is consistently scaled, maintaining its legibility and impact across various digital and physical platforms.
Above 100mm in width
100mm in width
Above 50mm in widthand
Above 20mm in width
Blow 10mm in width
Vertical L ockup
S ymbol
H orizontal Lockup L ogotype
03.1.4 Logo Don‘t
This page highlights incorrect logo uses, ensuring brand integrity. Avoid stretching, altering colors, adding effects, or rotating the logo to maintain a consistent and professional brand image.
Do not skew the logo
Do not change the orientation
Do not flip the logo
Do not add drop shadows
Do not use off-brand colors
Do not use outlines
Do not change the scale
Do not add bounding box
03.1.5 Typography / Color Palette
SF MOVES YOU
THESIS PROJECT
Variable Concept Semibold
THESIS PROJECT
For my thesis, I focused on how to enhance the public transportation experience in San Francisco, with the goal of increasing ridership and building stronger connec-tions between commuters and the city.
Through extensive research, I identified key issues like inconsistent information, a lack of emotional connection to the transit system, and minimal engagement between passwwengers. My project addresses these challenges by developing a cohesive visual system across transit touchpoints, designing an app that simplifies navigation, and inspiring a sense of belonging and active engagement among riders throught various experiences.
Acumin Variable Concept ExtraLight
Azo Sans Uber Regular
Acumin
175
0 Y: 70 K: 0
0
C: 100 M: 100 Y: 100 K: 100
Link Green # aed477
Link Black # 000000
Link White # ffffff
R:
R: 250
Link Yellow # f6e152
Link Orange # f8951c
03.1.6 Illustration / Photo
03.2 User Experience Development
This part focuses on the development of each deliverables, showcasing the journey from concept to execution. Each design element is thoughtfully crafted to enhance the public transportation experience, fostering connection and engagement.
03.2.1 Interview before User Journey
This section delves into the user journey, highlighting how design can transform the experience of using public transportation in SF. By mapping out user's daily routine, I identified opportunities to simplify navigation, enhance interactions, and create a stronger emotional connection with the San Francisco transit system.
03.2.1 User Journey
User Testing Notes Overview
03.2.2 User Flow Working Process
In developing the user flow, I mapped out key functionalities like navigation and interactive features. Through iterative sketches and testing, I refined the flow to simplify navigation and enhance accessibility based on user testing.
03.2.2 User Flow
03.2.3 Top Architecture Working Process
The top-level architecture for the app outlines its primary functionalities and structure. I designed it to integrate navigation, real-time updates, and interactive features like food ordering and reward systems. This architecture ensures seamless transitions between functionalities, creating an intuitive and engaging experience tailored to the needs of San Francisco’s commuters.
03.2.3 Top Architecture
03.2.4 Test Flow Working Process
The test flow for the app focused on evaluating key functionalities like navigation, real-time updates, food ordering, and the rewards system. I conducted multiple rounds of user testing to identify pain points, streamline interactions, and refine the interface. This process ensured that the app delivers a seamless and intuitive experience for commuters.
03.2.4 Test Flow
03.3 Application Development
The application development phase brought the app's core functionalities to life, including navigation, real-time updates, food ordering, and a rewards system. This phase encompasses the entire process, from initial framework design to the creation of a functional prototype.
03.3.1 Application Development
This is the first version of Link app.
Navigation
03.3.1 Application Development
This is the first version of Link app.
Order
03.3.2 User Testing
03.3.3 Main Functions Refinement
The rewards system has been updated to allow users to purchase items in the Link Store using transportation purchase points.
Based on feedback from the user survey, I revised this section’s main function to include screens that monitor carbon dioxide emissions. While most users showed little interest in the gaming aspect, they expressed a sense of competition. When presented with a clear visualization of reduced harmful gases alongside a leaderboard, their interest significantly increased than the old function.
Before / Game
After / Reward from reducing air polutions
03.3.3 Main Functions Refinement
A navigation interface distinct from traditional maps like Google map or Apple map.
Returning to the fundamental question: why should I use this app instead of other navigation software? Based on issues and feedback gathered during user testing, I made several adjustments to the interface. Specifically, I removed information unrelated to public transportation and added features to help users better identify key details and perform actions more quickly than normal apps.
Before / Navigation
After / Navigation
03.3.4 Guidence Development
Before / Navigation
After / Order
03.3.5 Link store kiosk screen
Before / Navigation
After / Order
03.3.6 Poster Development
The posters were designed as part of an advertising campaign to promote the app and encourage downloads. Each poster highlights key app features, such as navigation, real-time updates, and rewards, presenting them in a visually engaging way. The goal is to capture attention and motivate commuters to integrate the app into their daily experience.
03.3.6 Poster Development
03.3.7 Link Store Development
The development of the kiosk store focused on creating a functional and visually appealing design tailored to busy commuters. While the process explored multiple perspectives, the final presentation highlights one internal angle, showcasing the store's efficient layout, self-service kiosks, and eco-friendly elements.
Before / Link Store
After / Link Store
03.3.7 Link Store Development
03.3.8 Billboards (Non-target Audience)
he posters for non-target audiences were developed to capture the attention of drivers and encourage them to consider using public transit. With striking visuals and thought-provoking messaging, the designs emphasize the environmental, financial, and time-saving benefits of public transportation.
Before / Posters
After / Billboards
Deliver Design can improve the connections.
Efficient / APP
Efficient / Guidence
/ Event
0.4.1 Efficient / App
Simplify Navigation and Communication with a Unified Visual Language.
0.4.1 Efficient / Guidence
Providing clear directions, live transit updates, and easy-to-understand route guidance.
0.4.2 Sustainable / Store
Link stores in high-traffic transit hubs to serve busy commuters and create a seamless, branded transit experience, incorporating the concept with digital screens for info and interactions.
0.4.3 Interactive / Event
To promote the brand and give back to the community, buses will be outfitted as floats for local parades, such as the Pride and Giants parades, creating an engaging experience that enhances emotional connections.
Conclusion
This project has been an incredible journey, filled with challenges and rewarding moments. It pushed me to think deeper about how design can truly impact people’s lives and how public transportation connects a city beyond just physical travel. Throughout this process, I learned how to balance creativity with practicality, especially in designing solutions that are functional and engaging.
There were times when it felt overwhelming to manage so many details, from app functionality to visual branding, but seeing everything come together has been incredibly fulfilling. I’ve gained a better understanding of user needs, the importance of consistency in design, and how meaningful storytelling can elevate even the simplest ideas.
Most importantly, this project taught me how design can inspire change—whether it’s encouraging someone to ride the bus or fostering a sense of pride in their community. It’s been a long and challenging process, but one that has left me feeling proud and excited about the possibilities of design.
Thank you
Myself / For being strong and fearless.
My Family / For your emotional and financial support.
Volleyball / For helping me release stress and clarify my goal.
Professors / For your patience, technical guidance, and critique ability, which have been invaluable in shaping my perspective and skills.
My Friends / For your unwavering support.
My Partner / For always having my back when I needed it most.
My Classmates / For your feedback and openness to listening.
Colophon
Title of Book
More Than A Ride
Designer
Xiaoyun Yang
ID
05277814
Contact yangxiaoyun0310@163.com
School
Academy of Art University
Graduate School of Design
Degree
Master of Fine Arts
Instructors
William Culpepper / Jeremy Stout / Laurie Makela / John Nettleton
Date 12/14/2024
Typography
Acumin Variable Concept
Designe Tools
Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Adobe Premiere Figma, XD
Photography google.com
stock.adobe.com unslash.com
Copyright 2024 Xiaoyun Yang
All rights reserved. No part of this publication may be reproduced in any manner whatsoever without permission and transmitted, distributed, in any form or by any means, including photocopying, recording and other electronic or mechanical means. Student project only, no part of this book is for commercial use.
More Than A Ride is an MFA thesis project designed by Xiaoyun Yang at Academy of Art University.
morethanaridethesis.com