BeeLine is a bus transportation system provided by Savannah College of Art and Design. The university uses an app called “Translock Rider”, which shows the bus arrivals with all campus locations. However, since the current application is not specifically designed for SCAD, it has some issues regarding user experience.

Despite knowing which buildings to go, many new SCAD students do not know which bus to take and find it difficult to discover routes, bus schedules, and understanding and using the layout. BeeLine app aims at addressing these issues through a simple layout and a user-centered approach that specifically involves SCAD students.

The research and design process was done by Mustafa Ozcicek (MFA in Graphic Design / Visual Experience) and Rashmi Kalburgie (MA in Design Management) as a group project at Savannah College of Art and Design.


User Interviews and Surveys
50 SCAD students were asked to fill the form given by our research team. They evaluated the current app through the survey.

Cultural Probes
2 students were asked to use the Bee Line and take notes in diaries for 2 days. Our team derived pertinent information from the diaries in which their daily experiences and their feelings were recorded by the students.


5WHY(S) and HMW
In the current app, one of the main problems is confusing routes. The 5 WHY’s technique shows that the application needs a new feature that can combine two and more routes and plan the trip. With this feature, especially new students who do not know the locations will be able to reach their destination easily.

The problems regarding the map, inaccuracy, complexity, and functionality are solved by using the ideation technique called “How Might We”. All these solutions have become an integral part of the new app developed such as, trip planner, bus schedule, and simple map.




Personas were used on the journey map in order to highlight students’ different transportation patterns. Although they have different methods and problems, one app may solve all these problems by providing improved features and encouraging students to use the buses.


Low fidelity prototypes were used to create fundamental layouts of the new app design. These sketches became a key part of the design phase in the project.

Many students who newly joined SCAD don’t know which bus to take, and even though they know what buildings they are supposed to go to, they are find it difficult to plan their routes, reach bus schedules, and understanding and using the layout. After completing research and ideation processes, we have created a new app design eliminating many problems and improving UX. In addition, since the current app is being used in many cities and institutions, to customize it for SCAD is not possible. Therefore, the new app is designed to meet all requirements of a student at SCAD.

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