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Design research is an essential part of how I practice design.

How do people use public transit in San Francisco and what do they value about it? We observed how San Francisco residents currently engage with their public transit system and its employees. Through qualitative research, we aimed to discover opportunity areas for citizen engagement that the Mayor’s Office might explore in the future.

Contribution: Leading interviews, Conducting secondary research, Research synthesis, Creating and giving client presentations.

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We conducted 7 In-depth interviews at participants homes and work. We interviewed a broad range of people representing different age groups, ethnic and economic backgrounds. In addition to having them relate personal experiences, we had them play an interactive game in which they designed their ideal seat layout for MUNI buses.

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In order to understand future opportunities, we studied present situations. Our Online Survey gathered initial responses that helped us focus our long form personal interviews.

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Stickies are a designer’s best friend! We were able to tease out opportunities fairly quickly by organizing our interview data by type of interaction and positive or negative feelings.

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We presented our research in a narrative style for the Mayor’s office using three personas, ending with our recommended opportunity areas. Below are examples of how we presented our narratives.

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Based on our character’s experiences in our stories, we drew out six insights that might help engage people who interact within the SFMTA system.