Context Driven Urban Issue Resolution For Enhanced User Engagement

1
Graduation Project 2018
Context Driven Urban Issue Resolution

For Enhanced User Engagement
Sponsor
Conduent Labs, Bangalore
Student
Kanika Tuteja
Industrial Design (User Experience Design)
Industry Guide Faculty Guide

Saurabh Srivastava Asst. Prof. Praveen Sinha
Sitara Shah
Graduation Project 2018
The Graduation Project Evaluation Jury certifies that the project report titled
Context Driven Urban Issue Resolution For Enhanced User Engagement
Submitted by
Kanika Tuteja
in partial fulfilment for the award of the degree of
Master of Design
of the MAEER’s MIT Art, Design and Technology University, Pune
In User Experience Design
is a record of bona fide work.
NAME ORGANISATION SIGNATURE
 on fulfilling the further requirements by *

(*Subsequent remarks regarding fulfilling the requirements :)
Place:
Chairperson of the Jury Date:
PREFACE
A graduation project is the last project, undertaken at the end of Post
-Graduation program at Maeer’s MIT Institute of Design, Pune. The gradu-
ation project is a complete demonstration of Independent client service by
a student and is called upon to generate a professional design assignment
followed by extensive research with application and implementation capa-
bilities. It exposes the students to real life situations and assist them to
understand the constraint and the limitation of an organization. It involves
understanding the strength, infrastructure of an organization and to ana-
lyze these factors and propose an appropriate solution within the given
parameter and time constraint.
This Graduation Project is sponsored by CONDUENT LABS INDIA in

Human Computer Interaction (HCI) team based in the city of Bangalore,
India. The duration of project was from 11 Dec, 2018 to 09 May, 2018.
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STATEMENT OF ORIGINALITY
I, Kanika Tuteja, Student of Maeer’s MIT institute of design Pune-Maha-
rashtra, Year 2016-18, hereby declare that the content of this thesis is my
own work and it contains no full or substantial copy of previously pub-
lished material. I certify that all data, figures and assistance of any other
form received in preparing this thesis and sources have been acknowl-
edged. All the material about Conduent Labs India has been approved by
the company.
Student Name: Kanika Tuteja
Signature:
Date: 01- 06- 2018
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STATEMENT OF COPYRIGHT
I, Kanika Tuteja, hereby grant Maeer’s MIT institute of Design the right to
archive and to make available my Thesis in whole or in part in the Insti-
tute’s Knowledge management center in all forms of media, now or here-
after known subject to the provisions of copyright material in my docu-
ment or I have obtained permission to use copyright material.
Signature:
Date: 01- 06- 2018
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IPR DECLARATION
I, Kanika Tuteja hereby declare that thesis “Context Driven Urban Issue
Resolution for Enhanced User Engagement” is a result of my independent
work and effort. I certify that to the best of my knowledge it does not
infringe upon anyone’s copyrights. Where other sources of information
have been used, they have been acknowledged. This thesis has not been
submitted anywhere for any other comparable academic degree.

This thesis was completed under the supervision of Asst. Prof. Praveen
Sinha.
Asst. Prof. Praveen Sinha,

MIT Institute of Design,
Pune
Date: 01-06-2018
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ACKNOWLEDGEMENT
HCI TEAM
The work being presented in this document is an outcome of

the efforts, patience and guidance of HCI team members
throughout the project. Special thanks to Saurabh Srivastava
and Sitara Shah for their constant guidance and support. I am
highly indebted to them for their constant motivation in my
work and for being a wonderful Mentors to work with, they
really helped me to find my focus and encouraging me to per-
form better. I would like to thank the Product Manager, Manjira
Sinha for her vision, inspiration and guidance.
Co-Ordinator and Guide
I would like to extend my sincere gratitude to my HOD and

project guide, Prof. Vydianathan Ramaswami and Asst. Prof.
Praveen Sinha, your guidance and support has always
encouraged me to deepen my thinking process. I would also
like to thank the entire UX faculty team of MITID for teaching
and guiding me with UX methods and techniques which even-
tually helped me to accomplish this graduation project.
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ABSTRACT
In social networking, where the audience view is large, organiza-
tions tend to revert frequently otherwise it’ll effect their brand
value. This current project aims to design a framework for design,
implementation, and implications for an intelligent decision sup-
port system to help the civic agencies to gain actionable insights.
I conducted interviews with open card sorting study with 32 users
to understand and prioritize the most desired features required to
represent experiences of the commuters to the civic agencies.
With help of data fusion from heterogeneous sources, advance
analytics is used on the crowdsourced commuter’s feedbacks and
social data to provide insights to the civic agency’s customer
service operators. The dashboard is designed according to the
priorities set by the commuters during the user studies. The work
reveals some of the intriguing insights about the civic issues
reporting tool, which would inform future works in this space.
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CONTENTS
1 10-13 2 14-18
About Conduent Labs India About the Project

• About Conduent • Timeline of the Project
• Conduent’s Focus Areas • About the Platform
• About Bangalore
• Pilot with the Client
• Project’s brief and objectives
3 19-22 4 23-27
Introduction Literature Review

• Meaning of Customer Experience • Aggregation of data from multiple data sources
• CRM based applications • Social Media Monitoring for Customer Feedback
• What is happening in this domain? • Cognitive Study of Social Media Users
• What is missing in the current • Emotion Detection from Multi-modal data-sources
scenario? • Emotion Detection from Social Media Platforms
• Novelty about the project
• Problem statement • Competitive Benchmarking
• Existing Scenario
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CONTENTS
5 28 6 29- 53
Design Process Phase 1 - STRATEGY
• Jesse James Garrett’s Model • Methodology

• Interviews
• Card sorting
• Pilot study
• Persona
• Data Interpretation
7 54-57 8 58-62
Phase 2 - SCOPE Phase 3 - STRUCTURE
• Wider scope of the project • Information

Architecture
• Stakeholder Mapping • Mind Mapping
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CONTENTS
9 63-80 10 81-92
Phase 4 - SKELETON Phase 5 - SURFACE
• Initial Wireframes • User Interface Design

• Iterations • Prototyping
• Final Wireframes
11 93-95
References
Appendix
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ABOUT CONDUENT LABS
Established in 2009, the India Labs was the youngest at Xerox Corpora-
tion and the first of the famed research centers in an emerging market.
Today, as Conduent, the world’s largest pure-play business process
service leader- we build on our innovation legacy with cutting-edge
research in information technology- to create a portfolio of differentiated
offerings, enrich our customer experience and enable operational excel-
lence.
The research challenges tend to be multidisciplinary in nature and bring

together experts in the area like automation, analytics and optimization,
cognitive systems, cloud platforms, mobility and user experience design.
We work with leaders across Conduent to help develop, evaluate, and
commercialize innovations that help our clients capitalize on disruptive
changes in technology, business and society. Conduent Labs India has
emerged as a premier research Centre in the region as impressive list to
Conduent’s products and services. We combine deep user insights and
best-in-class technologies to create impactful innovation. And through a
co-innovation process, our customers become key partners in creating,
developing and testing new, unique solutions.
Reference: https://www.conduent.com/innovation/
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FOCUS AREAS
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PUBLIC TRANSPORTATION
My project falls under the Industry “Public Transportation and Mo-
bility” to enhance the “Customer Experience”.
From advanced passenger and license plate recognition to apps

for personalized multi-modal urban travel, Conduent’s solutions
are helping to create a more efficient and livable world.
Congestion becomes a daily frustration as urban centers grow. By

optimizing transportation systems, transportation solutions can
help you get people from point A to point B in the safest, most
efficient way.
Conduent suggest solutions that can increase ridership for public

transportation and/or lessen the strain of high traffic volumes and
lengthy commutes on our cities.
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TIMELINE
Understanding the project, STRUCTURE SURFACE

Literature Review, Framing the Information Architecture, UI screens, Prototyping
Methodology Ideation, Conceptualization,
Redifing concepts
December January Feburary March April May

(11-12-17) (09-05-18)
User Reasearch (Interviews and Card Sorting)

Feature and Requirement Analysis Wireframing and Iteration
STRATEGY AND SCOPE SKELETON
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PROJECT
CURB
(Context Driven Urban Issue Resolution
For Enhanced User Engagement)
CURB PLATFORM
It’s been said that agencies have access to only one-fifth of the information they need in order to make informed decisions. We aim to close
this information gap by providing agencies access to data quickly and easily from anywhere.
CURB provides ability to integrate data from heterogeneous sources and produce friendly analytics. With such an intelligence resource, agen-
cies can conduct and manage their operation more efficiently. With business intelligence capabilities such as data visualization, statistical
modeling and prediction agencies can use creative problem-solving strategies.
Classification of data
CURB PLATFORM
Heterogeneous
Data Visualization
Data Integration
DATA SOURCES Alert notifications ADMINISTRATION
Fig.1. CURB platform
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PLATFORM ARCHITECTURE
*Named Entity Recognition (NER) is to categorize all Named Entities (NE) in a document into predefined classes like Person name, Location name, Organization name. Named Entity Recognizer using rule based
approach. In this approach we prepared Gazette lists for names of persons, locations and organizations, some suffix and prefix features and dictionary consist of 200000 words to recognize the category of
names entities. Further, we used Machine learning technique to improve the accuracy of the system
Fig.2. CURB platform CURB 15

BMTC AT A GLANCE
BMTC (Bangalore Transport Corporation) uses a two-pronged OBJECTIVE
private-sector approach—outsourcing selected activities and
operating like a private company by selling services and commer- Derive actionable insights from commuter feedback
cializing capital assets. BMTC focused on service quality and
efficiency and now is the only large profitable STC (State Transport OUTCOME
Corporation) in India [1].
• A single window platform to collect and analyze commuter feed-
The BMTC has 36 depots in Bangalore drawn from the 5 divisions back and complaints from different channels (app, social media,
namely- North, South, East, West and Central of Bangalore city. websites etc.).
• State-run transport corporation for Bangalore • A dashboard to visualize categories, frequency, location etc., of
commuter complaints.
• 1st in the country to successfully implement an ITS solution
• A system to respond and disseminate information seamlessly
• Number of buses: 6423 (updates in one media will flow into other channels without manual
intervention) to commuters.
• Annual Traffic Revenue: INR 4.99 Cr (~ $50 million)
REQUIREMENTS FROM BMTC
• Ferry more than 4.8 million commuters everyday [2]
• BMTC Bus Stops & Routes.
.
• List of preferred web/internal Data sources to be analyzed.
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ABOUT BANGALORE
Bangalore is the capital of the Indian state of Karnataka located on
the Deccan Plateau. It is India s third most populous city and fifth
most populous urban agglomeration (Fig.2.)
It is popularly known as Silicon Valley of India because of its posi-

tion as the nation’s leading IT exporter. The main modes of com-
munication are two and three wheelers, cars and public transport.
The public transport is provided solely by BMTC, which plays a key
role in the City’s social and economic life.
Bengaluru's roads are said to be among the most congested in the

country. The current vehicle population in Bengaluru stands at
67.22 lakh. In the absence of an efficient public transport system,
private vehicles dominate the city’s landscape. About 40-45% of
people in Bengaluru use public transport. With easy accessibility of
buses and improving suburban rail system can take this number to
60%.
Office travel time in Bengaluru rose by 6% in the last year which

leads to congestion.
Reference: https://economictimes.indiatimes.com/news/politics-and-nation/num
ber-of-vehicles-in-bengaluru-rises-by-a-mind-boggling-6099-in-40-years/articlesh
ow/57807459.cms
https://timesofindia.indiatimes.com/city/bengaluru/office-travel-time-in-bengalur
u-rose-by-6-in-the-last-year/articleshow/63987921.cms
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Fig.3. Bangalore City Road Map

BANGALORE TRANSPORTATION
Blaring horns, clogged roads and harried commuters -this sums up the nightmarish traffic situation in the city. At a time when streets are
already crumbling under the burgeoning vehicular population, a peek into the future is scary. With the number of vehicles expected to cross
the 1-crore mark by 2022, the chaos will only worsen. In the absence of a provision to curb new registrations, a robust public transport system
will help tackle the problem. Building flyovers and widening streets is no good unless commuters make the transition to other modes like bus
and Metro. Even initiatives like car-pooling need a strong push. It's time to act now, both at the individual and collective level.
Fig.4. Figures reperesing the data of January 2017
Reference: https://timesofindia.indiatimes.com/city/bengaluru/number-of-vehicles-in- Fig.5. Figures reperesing the data of January 2017

bengaluru-more-than-doubles-to-70-lakh-in-10-years/articleshow/60445747.cms
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PROJECT BRIEF
VALUE PROPOSITION
Aims to aid in city governance and public transit by drawing
important meaningful insights about Urban issues through aggre- • Enable public transit agency to listen to their customers’ issues
gation and analyses of heterogeneous user (consumer) generated coming in via formal and informal channels such as social media,
data from various public web sources. and visualize and act on them in an automated and integrated
manner
OBJECTIVE
To develop a system that aims to aid in city governance and public

transit by drawing important meaningful insights about Urban
issues through aggregation and analyses of heterogeneous user
(consumer) generated data from various public web sources.
• Identify pressing issues in different aspects of urban life (here the

focus of the project is on Public transport run and operated by
BMTC)
• Develop a heat map of the city based on the intensity and occur-
rence of urban issues.
• Track the evolution of the issues over time and extract meaning-
ful patterns.
• Propagate the accumulated and structured information to inter-

ested parties.
• Develop citizen’s behavioral models for better contextual com-

munication
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INTRODUCTION
In this section, we’ll talk about the reason why we are creating this concern the public, especially the present customers of the target
platform, the current scenario and the novelty of the system. firm. Social media presents a great opportunity for organizations to
get the most updated information of what are the issues that
Meaning of Customer Experience the customer is facing, using which they can take appropriate mea-
Customer Experience is the sum of experiences that people have sures and retain the customer satisfaction. There are different
during the whole relationship with a given product/service. It covers reporting tools available in the market through which a customer
the three most important aspects of the UX i.e., the journey, touch- can express their available in the market through which a customer
points and the experience. can express their experiences. Social media, forums, calls, emails,
live chats are just a few of them.
CRM based applications Users are rapidly turning to social media to request and complain
Many companies today are racing to re-establish their connections
about a particular service. However, a majority of these requests are
to new as well as existing customers to boost long-term customer
not addressed at all. There are vast number of complaints generat-
loyalty. Some companies are competing effectively and winning this
ing every day and it requires manual power to read and response to
race through the implementation of relationship marketing princi-
every other complaint. It’s tedious and time consuming. The chan-
ples using strategic and technology-based customer relationship
nel of addressing a complaint is always in reference to what type of
management (CRM) applications. The focus is to retain long-term
complaint customers are referring to. For instance, if a user has left
customers. A company’s touch points can include the Internet,
their personal item while he was on a bus journey, he would rather
e-mail, sales, direct mail, telemarketing operations, call centers,
call the service center and ask for their assistance rather than post
advertising, fax, pagers, customer (Eckerson and Watson, 2000).
it online and waiting for the organization to revert back. On the other
hand, where the customer is dissatisfied with the service, he would
What is happening in this domain? post it online to share his experience to reach to the broader audi-
Due to the vast pervasiveness of the social media platforms, Cus- ence. There are multiple pages made by the audience itself to let
tomer have started expressing their grievance via public platforms. the other people updated about the traffic and other issues in the
Consumers who once might have voiced their dissatisfaction with a city.
firm to a few friends and acquaintances are now sharing their views
publicly on social media to get immediate response from the brand
What is missing in the current scenario?
as well as alert the larger audience. they may realize the need to
Civic agencies gather the information from different platforms but
present their grievance as an issue that should
there’s not a single platform where they can manage and
CURB 20
collect the data from different sources and identify the area which
needs to be addressed. There are different channels which pro-
vides different information. In general, Information through these
sources is unorganized and scattered across
multiple platforms. There is no holistic view of what is happening in
this area over multiple channels. Data channels provide Urban
informatics which uses data to better understand how cities work.
Channels provide Urban informatics which uses data to better
understand how cities work. This understanding can remedy a
wide range of issues affecting the everyday lives of citizens and
analysis of data to understand and improve urban systems.
Novelty about the project

We are creating a decision support system to understand civic
urban informatics and operational efficiencies. A lot of similar work
has been done in other domains but not in the domain of Trans-
port. India is second highest populated country in the world with a
total population of 1.32 billion (2016) with most of the population is
dependent on public transport for daily commuting. Fares are
pocket friendly as compare to personal travel. India comes under
one of the developing countries, where in rural areas, not everyone
has the access to smart-phones and social media. People tend to
complain over a phone call. There is an
urgency for a platform where there can be a proper categorization
of customer issues in urban transportation based on time and
location and opinion mining to determine severity of issues.
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PROBLEM STATEMENT
1. No processing of the vast user generated content 4. No explicit user engagement
that exists outside formal customer care channels
• Often, the user complaint portals are not designed in
• Informal channels like social media, blogs are becoming the pre- user-friendly, intuitive and accessible ways.
ferred ways for end users to utter their concerns and provide feed- • Moreover, after lodging a complaint, the end user should obtain
back, as these forums promote interaction among users and also an automated follow up.
provides additional capabilities like sharing non-textual contents.
• It contains information that may not be possible to report other- 5. Manual processing of transportation agency call
wise. center data
• Analyzing and processing the data is extremely important for
understanding end user perspective. • Hence, incomplete processing capability is limited to by human
processing bottleneck
2. Comparison with historical data not possible to • Nomenclature not standardized across different access points:
assess future interventions Due to subjectivity of perception and human error.
• E.g. manage traffic during a big public event, the transportation 6. Comprehensive data visualization and trend
agency can look up to some prior experience with similar events in across problems, location and time not possible
past and take appropriate precaution potential failures.
• Absence of an automatic user friendly transparent mechanism
3. Intelligent routing of issue information for data presentation.
• Summarization and aggregation of complaints.

• Routing to specific departments or depot.
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PLATFORMS TO REGISTER BMTC COMPLAINTS
There are different platforms provided by BMTC through which
a commuter can post/ file a complaint. Here are the few plat-
forms.
Fig.6. Customer Complaints platform
Fig.7. BMTC E-mail ID Fig.8. BMTC Complaint form
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PLATFORMS TO REGISTER BMTC COMPLAINTS
Apart from the platforms provided by BMTC, while conducting the user study a
lot of commuters said “It’s difficult to reach out to the BMTC, nowhere it’s men-
tioned about their contact details. A person has to search on Google about the
contact information and to find out the number on which one can talk direct to
the organization in case of any accident which is time consuming. Even if a
person files a complaint through their forums, it’s very unstructured and we are
not certain when we will receive a revert from their end”. This is the major
reason, now people started sharing their views on Social Networking Sites (SNS)
be it Twitter or Facebook by using the #BMTC to gain their attention.
Here are the few examples of the Twitter posts (Fig.9.).
Image source : Twitter
Fig.9. Twitter Posts
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LITERATURE REVIEW
In this section, we discuss the related works for the task of building defines some core tasks involved in monitoring social media
an intelligent decision support system by collecting data from social stream. In brief, the tasks involved in monitoring social media
media and other public content sharing platforms. The related streams are: 1) Analysis of social media search results, like com-
works can be categorized into the following threads: ments, microblog etc. 2) Judging the relevance of the comment. 3)
Identifying the underlying issues and finally and finally, 4) Engaging
Aggregation of data from multiple data sources with the community to act upon the identified issues.
Customer data analysis is important to understand the trends
The tool HyPer, combines data of various varieties and provides within the customer community and agent behavior for automating
different data visualization and analytics functionalities [11]. It customer service interactions. Orabi et. al [14] provide a taxonomy
includes data exploration algorithms and queries that processes the of fine-grained dialogue acts to identify acts that are more suitable
complete data-sources and provides answers to various analytical for the domain of interest than the more generic ones. Dialogue
questions using techniques borrowed from the Data Mining litera- acts are categorized into fine-grained categories like: Informative
ture like: Clustering, Classification, Association Rule Mining and statement, Complaint or Request for Information. Once the taxon-
graph mining techniques. It also provides standard HTAP (Hybrid omy is defined, a real-time sequential SVM-HMM [15] model is pro-
Transaction and Analytics Processing) workloads on the same data- posed to predict the fine-grained dialogue acts while the conversa-
base state. tion is in progress followed providing actionable guidelines. Along
Gries et. al [12] provide a mechanism of aggregation from multiple the similar lines, Sachdeva et. al [16] analyze social media requests
data sources (forecasts in their case). They consider uncertain data of common residents concerning day-to-day matters that have the
sources for their study, which can come from various predictive potential to elicit police response for the same. They define a
analytics engines, which are an important component in our study serviceable request as a request to which police should respond,
too. Authors propose three aggregation mechanisms: manual com- evaluate and/or take actions. The main goal of the study of to iden-
parison and two computational aggregation. tify which type of requests should get a response from the police
(i.e. a serviceable request). Finally, they propose a series of statisti-
cal/data mining models to predict the same.
Social Media Monitoring for Customer Feedback
Social media platforms can provide valuable insights for improving

governmental services [10, 13]. Study by Wan et. al [10]
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Cognitive Study of Social Media Users Emotion Detection from Multi-modal data-sources
For HCI domains, particularly for UX Design, tracking human Zhao et al. [19] propose a technique to detect human emotion from
behavior is important, for obvious reasons. Any UX design system RF signals emitted from a person’s body. They propose an algo-
relies heavily on insights from the end-users. This makes systematic rithm which extracts individual heartbeats from the human-body
study of human behavior important for the end design. Singh et. al with precision equivalent to that of an on-body ECG monitor. Emo-
[17] propose a study to analyze the self-reported and logged social tion-specific features are then extracted from the heartbeats and
data for understanding human behavior. They claim that social later feed into a predictive model for the final emotion detection.
media data from self-reporting and automatically generated logged Hernandez et al. [20] study the usability of Google Glass in the
social media data is equally important for the inference. From a measuring real-life emotions followed by its recognition using
study conducted on 47 users, they conclude that a combination of advanced data-driven learning methods. They describe some
logged and self-reported social media data results in a greater pre- important concerns around the subject including, issues around
dictive power than using either one in isolation. It is also concluded battery durability, on-device storage space issues etc. (Fig.10.)
that the dissimilarity in self-reported and logged data is itself a good
indicator of different social variables of interest like, social capital,
social support and trust.
Fig.10. Sensors of Google glass and devices can help measure and visualize daily life emotions
CURB 26
In the speech domain, Amer et al. [21] propose an emotion detec-
tion system from speech signals using advanced machine learning
model, specifically Deep Neural Networks [22].
Emotion Detection from Social Media Platforms
In lines of the main theme of our work, i.e. social media analytics,
we discuss some related works on emotion detection from social
media platforms. Liew et al. propose a taxonomy of 28 emotion
categories for tweets to capture fine-grained emotions. They
further propose several machine learning models for building an
automated emotion classification system.
Mundra et al. [24] propose a method to model figurative phrases in
Fig.11. Screenshot of a Sentic Web application
a microblog text to build a predictive model to detect the emotion
in the text. One of the biggest challenges in building a predictive
model is getting large-scale human-annotated data on top of which
the model is trained.
Felbo et al. [25] propose a method wherein they automatically gen-
erate labeled data using a technique popularly known as weak-
ly-supervised machine learning in the machine learning literature
[26]. Using the data labeled by the weakly-supervised algorithm,
they train a predictive model on top of erated data for predicting
emotions along with other quantities like sentiment and sarcasm.
Grassi et al. [27] propose a method called Sentic Web—it’s a Web
platform in which emotion-based search queries will be possible
and in which applications will be aware of the user’s emotional
state and will offer an ad hoc service according to it (Fig.11.).
CURB 27
INSIGHTS
The existing tool HyPer [1], provides a platform to combine hetero- A Dialogue act is a unit/part of a Dialogue between two entities.
geneous data from sources such as: Social Media streams, Every interaction of the user with the Govt. service on social media
Geo-tagged data, Relational Data etc. It provides a unified view of is a Dialogue act. Identifying the type/category of the dialogue act
the data to the end user, where the user can issue traditional SQL is very important for our system.
like queries. It can be used to gather insights such as: Locality with Orabi et al. [5] propose a predictive model based on advanced
Maximum Customer Dissatisfaction etc. statistical models to classify dialogue acts as part of conversation
Similar to the theme of our work (i.e. Urban Data Analytics), we between customer and govt. Service into pre-defined categories:
study an existing system, named Urbanity [2]. It analyses Informative statement, Complaint or Request for Information.
Geo-Tagged Social Media (GTSM) streams for modeling urban
dynamics. It can be used to monitor Spatial and Temporal From our daily experiences, it is evident that social media has lot
Hotspots and combines data from Point of Interest (POI) streams of noise. To gain actionable insights from it, a mechanism is
and Social Media Streams. It also provides a unified view of data required to filter out the noisy content from the social media
to end user, where queries can be issued to retrieve POIs, stream. Sachdeva et al. [6] propose a solution to the above prob-
Hotspots, Activity HeatMaps etc. lem from the perspective of Law Enforcement Agencies.
They propose a predictive model to identify whether a social media
Studies show that social Media can provide useful and/or action- comment should get a police response or not.
able insights for Public goods services [3,4]. To gain actionable It ensures that only relevant social media comments reach the law
insights from social media, we need to monitor social media enforcement agency.
stream.
• Monitoring social media streams involves the following: Once the training data is generated, a predictive model is trained
• Identifying comments/blogs/posts comments related to the to recognize emotions.
public service (BMTC in our case). Grassi et al. [12] propose a system, coined as ‘Sentic Web’, which
• Identifying whether it is relevant or not (identifying noisy vs useful can extract, encode and represent emotions over the web.
comments). It can automatically identify emotions of user from the text and
• Identify the underline issue from the comments (using computa- extract comments according to user’s need.
tional methods). For ex: end-user might be interested to look at posts which have a
• Finally, acting upon the issue. ‘Satisfied’ emotion for the BMTC bus service.
CURB 28
PLATFORMS FOR CX REPORTING FOR URBAN COMMUTERS
Target audience : Personnel at BMTC. This system is Tata Consulting Services: TCS is building Intelligent Urban
not meant for the end user of the BMTC. Exchange Solution for Transportation.
There’s not much work done in the sector in the sector of Transit The ability to move citizens from one point to another is critical to
system but as per the secondary research, two IT giants are work- the health and vitality of a city. However, as cities continue to grow
ing in the similar field of work. at unprecedented rates, providing efficient, safe, and affordable
public transportation is becoming increasingly difficult. Overcrowd-
Accenture: Accenture is using intelligent platforms to transform ed buses, long wait times, missed connections, and empty seats are
public transport in rapidly-growing cities. just a few of the challenges city government and public transporta-
tion planners must address, while contending with diminishing bud-
gets and resources. Tata Consultancy Services' (TCS') unique
True mobility for transport networks cloud-based Intelligent Urban Exchange (IUX) Solution - Urban Mo-
bility helps cities improve their transportation and mobility services
The Asia-Pacific region is marked by rapid population and increas- while reducing operational costs and increasing revenue. The inte-
ing urbanization. Between 1980 and 2010, Asia added more than a grated Intelligent Urban Platform collects and analyzes all types of
billion people to its cities, with another billion expected by 2040 [3]. data—from networks, sensors, telematics, open city data, struc-
Real-time intelligent platforms can change the experience of com- tured and unstructured, internal and external—for real-time, action-
muters, transport operators and authorities. These platforms can able insights that help city administrators and transportation opera-
learn and understand how a transport network functions, and tors keep their cities moving efficiently and safely—today and in the
deliver sophisticated predictions to help all the parties better future.
manage transport journeys.
.
CURB 29
COMPETITIVE BENCHMARKING Features Pla�orms
Medallia Cloud Cherry Qualtrics
Pla�orms Supported
Web Based   
Iphone based   
Android App   
Windows Phone App 
Customers
Medallia is a platform that helps companies anticipate customer Freelancer 
needs and adapt their organizations to meet them. Small Based  
Mid sized   
Enterprise   
Features
360 degree feedback 
Journey based Approach 
Real �me alerts and no�fica�on  
Customer analysis 
CloudCherry is a fast and simple customer experience improve- Data collec�on   
ment platform used to measure and track engagement and turn it Feedback management  
Surveys & feedback  
into actionable data.
Reten�on management  
Sen�ment analysis  
User access controls  
Benchmarking  
API 
Inbound IVR 
Unlimited, customizable
ques�onnaires 
Qualtrics offers powerful, yet easy-to-use, functionality to create, Role-based views   
launch, and manage surveys. It is recommended as a data collec- Omni-channel customer
tion tool. experience management  
Analy�cal Engine/ Pla�orm
Sta�s�cs Engine/ Real �me Insights  
Language Engine  
Predic�ve Modelling   
Fig.12. Existing platforms
CURB 30
DESIGN PROCESS
Jesse James Garrett’s Model “User-Centered Design for the Web”
Jesse James Garrett brings incisive clarity to the complex process of providing a high-quality experience to the people who use your Web
site. Jesse James Garrett gives readers the big picture of Web user experience development, from strategy and requirements to information
architecture and visual design. This accessible introduction helps any Web development team, large or small, to create a successful user
experience. This means taking into account every possibility of every action the user is likely to take and understanding the user’s
expectations at every step of the way through this process.
SURFACE
Visual Design: Graphic treatment of
interface elements like look and feel.
SKELETON
Beneath the surface, there’s skeleton
which takes care of the layout.
STRUCTURE
Developement of the application flow
for eg., task flows and information arch.
to facilitate users tasks.
SCOPE
Functional Specification: Feature set.,
detailed discription of the functionality
of the site must include in order to meet
the user needs.
STRATEGY
User Needs : Externally cderived goals of
the site, identified through user research.
Site objevtives: Business, internally derived
goals for the site,
Fig.13. JJ Garrett’s Model CURB 31
STRATEGY
Strategy is the first plane, the first part of making our strategy explicit is examining our own objectives for the product or service. Strategy
caters to the User’s needs, to get to the bottom of those needs, we have to define just who our users are and which sampling method we’ll
choose. Once we know whom we’re trying to reach, we can conduct research with them—in other words, ask them questions and observe
their behavior. That research can help us define and prioritize what people need when they use our product. In our studies, after defining the
methodology, we’ve dwell deeper into each of the method and created Persona’s to have a clear understanding of the user group.
SURFACE
SKELETON
STRUCTURE
SCOPE
the user needs.
STRATEGY
goals for the site,

In this section, we talk about the aim of conducting the User study, Methodology: Semi structured Interviews followed by the
methodology and research questions. Card Sorting.
Semi-structured Interviews: Interviews are a far more personal

Demographics of the Respondents form of research than questionnaires. Interviews falls under Quali-
In total, 32 participants (14 male, 18 female) between an age of 20 tative research. In semi-structured interviews, we used an inter-
and 40 years (M = 24.8, SD = 7.0) completed the in-person semi view guide with concrete questions and ideas we want to learn
structured interviews followed by the card sorting. The participants from the interview, but we used the guide in a way that enables the
were divided into three categorize i.e., Commuters who travels reg- interviewee to take the discussion in to new areas or conversations
ularly (Long distance commuters and short distance commuters) that were not on your original list.
and occasional commuters.
So, each participant was meet one by one and semi structured Open card Sorting: Card sorting is a method used to help design
interviews were conducted. Given an average duration of 45 min- or evaluate the information architecture of a site. In a card sorting
utes, each interview went for 45-60 minutes. Same set of partici- session, participants organize topics into categories that make
pants were involved in both the interviews and the card sorting. Out sense to them and they may also help you label these groups.
of 32 participants, that 5 participants were used for pilot study. In a open card sorting session, participants organized topics into
categories that make sense to them and labeled the clusters in a
Sampling Technique: Snowball Sampling way that they feel accurately describes the content.
Snowball sampling is where research participants recruit other par-
ticipants for a test or study. It is used where potential participants From the next section onwards, we will discuss in detail about
are hard to find. In this scenario, we were looking for people who each of the methods and the reason for choosing it. Pilot study
are daily commuters. was conducted in order to pursue with the final study and the
necessary changes were made to conduct the final study.
CURB 33
INTERVIEWS
Research Questions
A re y o u a f re q u e n t t r a v e l e r ?
RQ1: To find out which platforms people choose to register a
complaint.
RQ2: To find out which reporting platform they prefer to regis- How much distance you usually cover?
ter the complaint.
Semi- structured one to one interviews were conducted with the

participants to find out what platforms one chooses to make a
complaint and the reason for opting the platform. It was assumed M o s t f re q u e n t l y f a c e d p ro b l e m s
that the choice of the platforms depends on the type of complaint.
For instance, if one has lost a property (say, a mobile phone or
wallet), the commuter is likely to make a phone call to report an
issue rather than writing it on social media and waits for the Have you ever lodged a complaint?
respond. Similarly, if one has faced Change issues or ticket issues,
one is likely to opt for the forums (BMTC forum) to write a complaint
or to express their views. We wanted to check out is it an assump-
tion or do people behave the same way. D i d y o u re c i e v e a f o l l o w u p f ro m B M T C ?
Fig.15. present the main points kept in mind while designing the
questionnaire for the semi- structure interviews as well as f or the
card sorting.
Which channel do you use and why?
Fig.15. Questionnaire used to conduct semi-

structured Interviews
CURB 34
We are creating a system for BMTC authority then
why commuters were interviewed?
The end user of the bus service is the commuter and understanding
the point of view of the passenger is an important input to improve
the service quality in any transit system. The reason we conducted
interviews because we tried to figure out what is that a commuter
need and how to they cope up with the problems.
For the purpose, to understand travel behavior and user preferenc- There are so many pages available online, BMTC should make sure
es, passenger interviews are conducted. However, the most which one is right and runs by the organization.
frequent enquiries are made to determine the what are the kind of
problems faced generally by the commuters and what platform do • BMTC tends to reply after a gap of fifteen days or so and that leads
they choose to register a complaint. The travel pattern of passenger to frustrating experience.
is an important input for route and schedule planning for authorities.
• Earlier, there was a major change issue but now, BMTC has solved
Other reasons for conducting passenger surveys includes assess- that problem to a certain extent.
ing customer satisfaction levels of the levels of service provided of
frequency and adequacy of buses on a particular route. • BMTC bus timings never seems to align with Google Map timings
expect from the Airport buses time schedule.
Insights from the Interview
• They prefer to travel off peak hours so that they could get a seat
• Many of the commuters complained regrading “BMTC being inac- in the bus.
cessible”, once they lost a property or dear item they don’t know
whom to contact, which number to call or which is the nearest
depot to contact at.
• Even on social media. particularly on Facebook there is a confu-

sion about which of the BMTC page is the one by the organization.
CURB 35
OPEN CARD SORTING
Research Questions: respondent and asked them to read the cards. Some blank cards
were also given to the respondent to write their own opinions and
RQ1: Apart from the categories already mentioned, what all cluster the cards in a meaningful category. The respondents were
are the other problems that commuters relate to. free to name the cluster any heading as they would want to call it.
The interviewer had no control over the card sorting. Think aloud
RQ2: In every cluster, how do they rank the card ranging from method was used to know what a respondent thinks while making
high priority to the low priority. clusters and giving it a heading.
Three options of pre-defined card sorting were made. The icons After making the clusters, the users were asked to arrange the
were designed as showed in Fig.16., Fig.17. and Fig.18. Before cards in the order according to the most frequently faced problems
starting with the study, it was hard to assume which version of the to the least faced.
cards to be shown to the users so that they can easily relate to it.
There were slight changes in the versions and the category of the Each card was assigned a number, for e.g., Bus Delay was quoted
cards were decided by the Literature survey. After taking the inter- as 1, Rash Driving as 2, Traffic as 3, Lost Property as 4 and so on...
views, the predefined cards (Fig.15.) were shown to the
Fig.16. Option 1 Fig.17. Option 2 Fig.18. Option 3
CURB 36
1 2 3
WOMEN HARASSEMENT RASH DRIVING NO BUS SERVICE
4 5 6
ACCIDENTS TRAFFIC BUS DELAY
7 8 9
BREAKDOWN ROUTE DIVERSION LOST PROPERTY
10 11
* the number written on each of the

icon represents the number assigned
IRREGULAR SERVICE CREW MISBEHAVIOUR to each card.
Fig.19. Variation of cards with a number CURB 37

assigned to it.
Apart from the defined set of cards, users added their own catego-
ry of problems and later on the cards were also get coded to find
out the average Rank and Standard deviation.
The results will be used to inform and alert the transit authority to
take actionable insights and to create a system based on inverted
information pyramid to take a glanceable visualization of an aggre-
gated view of what type of complaints are being based on different
platforms and which are the areas which needs to be addressed
first.
Inverted pyramid information, this style is called an ‘inverted’ pyra-

mid simply because it is an upside-down pyramid with the most
important information at the top (refer to Plane 3, Structure).
In this section, we talked about the process of conducting the

Card sorting exercise. The next section will talk about the Pilot
study before moving further.
CURB 38
Blank cards filled
PILOT STUDY Headings
by users
A pilot study is a small scale preliminary study conducted in order
to evaluate feasibility, time, cost, adverse events, and improve
upon the study design prior to performance of a full-scale research
project. BUS/ VEHICLE CUSTOMER OPERATIONAL
High Priority
Ethics:
• Prior to this study, users were informed that the data may be Change Problem
used for publication and thesis work. TRAFFIC BUS DELAY
• Interviews will be recorded for the transcription purpose and to

understand their travel experiences. Cluster
• The participants were free to say No or to quit the study at any There are no
places to sit
point of time. BREAKDOWN IRREGULAR SERVICE
• The participants weren’t paid any amount or treat for being a

part of thesis study.
Rude behaviour
• Instructions were given to the participants before commencing of conductor
the study. ROUTE DIVERSION NO BUS SERVICE
Pilot study consisted of the steps as follows:

• Users were asked the questions related to the subject of the
problems faced while commuting in public transport taking in RASH DRIVING LOST PROPERTY CREW MISBEHAVIOUR
account if they have faced, what kind of measures they took and
how was their overall experience with the organization.
• After the completion of the in depth semi-structured interviews,
Cards were shown to the users and instructions were given about ACCIDENTS BUS PASS SHELTER
how to go about the study. Low Priority

• Participants were asked to look at the cards, read them and Fig.20. Pattern of card sorting performed
by the participant during pilot study
empty cards were given to them in case they want to add some
inputs.
• Participants were then asked to cluster the cards and put a CURB 39
heading to it.
• Participants were then asked to rank the cards ranking ranging
from high priority to the low priority.
Cards were coded and assigned a number in ascending order BUS/ VEHICLE CUSTOMER OPERATIONAL
ranging from high priority to low priority under each category.
(Fig.18.)
1 1 1
High Priority
Comprehensive pilot-testing of the questionnaire prepared for

semi- structured interviews were undertaken prior to live fieldwork
commencing. 5 respondents were interviewed as a part of Pilot-
testing. While conducting the Pilot testing, users were comfortable
answering the questions asked by the Interviewee but when the
Cards were shown to the users, they had difficulty in understand-
2 2 2
ing it. Few of the users couldn’t relate to it and it was hard for them
3 3 3
to understand what an icon represents. For e.g. Harassment,
Users were confused what the card meant by harassment or Buss
pass. Another mistake that we did was we asked them to cluster
the cards under the three main headings, users were confused
between the two headings.
An interviewee had to explain with whenever they get stuck which

is not a good practice so we redesigned the cards based on the
4 4 4
feedbacks from the pilot study.
The cards which were reported as inappropriate and difficult to

understand and which had poor response were revised and
5 5 5
reframed to meet the requirements. In the next section, we will Low Priority
Fig.21. Cards were coded as numbers
discuss how we redesigned the cards and conducted the user ranging from high to low priority under
study. each category.
CURB 40
REDESIGNED CARD SORTING
During the Pilot study, a lot of error has been found (Refer to the results of Pilot study). The study was redesigned, the major changes were
made in the section of Card sorting because users couldn’t understand and found it inappropriate.
Think Aloud Method really helped to understand what the user was thinking while making clusters and to understand the pain points too
in order to redefine the study.
I do not find the

Bus is often BMTC bus convenient
Traffic Problem
delayed because of the
TRAFFIC BUS DELAY IRREGULAR SERVICE Irregular bus services
Breakdown happens
A lot of accidents Bus stands are in
quite alot of times
happens because of bad condition
because of bus
Driver’s carelessness
BREAKDOWN maintenance issues. ACCIDENTS SHELTER
Sometimes, traffic There are no Sometimes the bus

leads to route bus service in conductor behaves
diversion. some routes rudely
ROUTE DIVERSION NO BUS SERVICE CREW MISBEHAVIOUR
Driver’s doesn’t follow I’ve lost property in I’ve been harassed

road safety rules and the bus but couldn’t by the passenger/
drives dangerously contact BMTC conductor.
RASH DRIVING LOST PROPERTY HARASSEMENT
Fig.22.. Cards infographics are conveted into statements CURB 41

COMPARISON OF THE CARD SORTING “PILOT STUDY VS. THE REDESIGNED”
Below is the comparison of the card sorting that were presented to the participants during the pilot study (Fig.23.) vs. the changed that are
made after (Fig.24.) The Infographics on the cards were replaced by the Statements and again the pilot study was run on 3 participants to
understand if we were going in the right direction. The result from the pilot stated that it was easy for the participants to understand and place
the cards accordingly when the cards had statement written on it and participants were asked to give a cluster, a heading as per their under-
standing. Few of the examples are shown below (Fig.22.) The participants were allowed to make as many clusters as they want and if there’s
some card that they can’t relate to, they were asked to put it in the category of Others.
*Condition applied Blank cards filled The participants were free to name the Blank cards filled
The participants had to cluster by users cluster as per their understanding by users
the cards under the given headings
BUS/ VEHICLE CUSTOMER OPERATIONAL
Change Problem Traffic Problem Change Problem Bus is often

delayed
TRAFFIC BUS DELAY
`Cluster `Cluster Breakdown happens I do not find the

There are no quite alot of times There are no BMTC bus convenient
places to sit because of bus places to sit because of the
IRREGULAR SERVICE maintainence issues. Irregular bus services
BREAKDOWN
Sometimes, traffic There are no

Rude behaviour Rude behaviour bus service in
leads to route
of conductor diversion.
of conductor some routes
ROUTE DIVERSION NO BUS SERVICE
Driver’s doesn’t follow I’ve lost property in

Sometimes the bus
road safety rules and the bus but couldn’t
conductor behaves
drives dangerously contact BMTC
LOST PROPERTY
rudely
RASH DRIVING CREW MISBEHAVIOUR
Alot of accidents The category was

Bus stands are in
happens because of removed from the
bad condition
Driver’s carelessness existing card pattern
ACCIDENTS BUS PASS SHELTER
CURB 42
Headings Clusters Fig.24. The same card sorting(Fig.15.) is represented
Fig.23. Card sorting done by a participant during Pilot study with the changes made after the pilot study
FINAL USER STUDY
32 participants were interviewed as well as participated in the card sorting. In this section, we are talking about the Interviews in detail and
the insights from the same. In order to understand the user group, a series of interviews were carried on with the commuters classified
further into long distance travelers and short distance travelers, including male, female, working professional commuters. The purpose of
the Interview was to get a first-hand understanding of the demographic and travel frequency detail and to find out which medium of platform
they prefer to lodge a complaint. Below are the demographics along with the travel journey of the commuters.
Demographics Travel Frequency
User Code Name Gender Age Hometown Language Frequency Journey Distance Since how long you've been travelling in Bus
U-01 Lalita F 22 Hyderabad Telegu Everyday HSR- Kadubeesanahalli 7 kms 6 months
U-02 Garima Pareek F 26 Rajasthan Hindi and English Everyday BML - Kadubeesanahalli 7 kms 2 years and 6 months
U-03 Harshita F 24 Menday, KR Kannad Everyday Whitefield - Kadubeesanahalli 10 kms 1 year and 6 months
U-04 Shashank Gupta M 26 Rajasthan English 3-4 �mes a week Electronic City- Indira Nagar 10-12 kms 1 year
U-05 Varsha F 24 Orrisa English 3-4 �mes a week IISc to Marathalli 15-20 kms 2 years
U-06 Sudha F 31 Hyderabad English Rarely travels Kurgugate to IISc 30-40 kms 2 years
U-07 Monika Batchu F 23 Andhra Pradesh Telegu Everyday Whitefield to JP morgan 8 kms 7-8 months
U-08 Madhvi F 35 Bangalore Kannad Used to travel everyday Malleshwaram to Mrathalli 20-25 kms 2 years
U-09 Poorvi Aggarwal F 25 Madhya Pradesh English Everyday Bellendur to Pres�ge 4.5 kms 1 year
U-10 Anupama F 27 Bangalore English Everyday Budigere to Marathalli 35 kms 3 years
U-11 Sriranjani F 31 Chennai English 1 or 2wice a week Kadubeesanahalli to marathalli 5-7 kms 2 years
U-12 Lalitha F 24 Madurai Tamil Everyday Devarabisanahalli to Kadubeesanahalli 2-3 kms 6 months
U-13 Avan�ka F 28 Mathura, UP Hindi Don't travel o�en Mahadevapura to bellandur 5-8 kms 1 year
U-14 Rishabh M 21 Varanasi, UP Hindi Occasionaly Bellandur to Doddanekundi 2 kms 6 months
U-15 Tuhin M 28 Calcu�a Bengali and English Everyday Kormangala to Marathalli 8 kms 2 years
U-16 Neha F 23 Gaziabad Hindi Everyday Marathalli to Kormangala 14-15 kms 1 year and 6 months
U-17 Abhinav M 25 Ranchi Hindi Everyday Bellandur to Marathalli 3-4 km 1 year and 6 months
U-19 Krishnaprasad M 32 Chennai Tamil occassionaly Malleshwaram to Marathalli 20-24km 2 years
U-20 Arun Parthasarathy M 37 Bangalore Kannad and Tamil Everyday U�arahalli to Marathalli 20 kms 5 years
U-21 Manjira F 30 Calcu�a Bengali and Hindi Occasionaly Towards Mg road/Shivaji nagar 7 kms 3 years
U-22 Ganesh M 26 Chennai Tamil Everyday innova�ve mul�plex to marathalli 2-3 kms 8 months
U-24 Kush M 23 Navi Mumbai English and Hindi Everyday Kadubeesanahalli to marathalli 3 kms 6 months
U-25 Ritheesh M 30 Hyderabad Telegu Occasionaly Silk board to whitefield 20-25 km 2 years
U-26 Aishwarya F 24 Jhansi English and Hindi Everyday SGR Dental Colg Road- Kadubeesanahalli 2-3kms 6 months
U-27 Mayank M 22 Ranchi Hindi Everyday Pres�ge tech park- Kundalahalli gate 5 kms 6 months
U-28 Arun M 32 Chennai Tamil Thrice a week Hebbal - Kadubeesanahalli 27 kms 3 years
U-30 Josephine F 24 Bangalore English Everyday Hebbal To Marthalli 25-30 km 3 months
U-31 Senthil Kumar M 39 Tamil Nadu English Everyday Udupi Garden to ITPL 28-29 kms 3 -4 years
U-32 Praveen Narayanase� M 23 Vizaj English and Telegu Everyday Spice garden to Pres�ge Tech park 16 kms 6 years
Fig.25. Demographics and travel frequency of the participants CURB 43
While analyzing the data, there was a diversity of headings that the
participants choose to name it but at the same time, there was
some similarity.
As mentioned earlier, we ranked the cards as 1,2,3 and so on to find

the pattern. We clubbed the similar headings together, keeping in
mind which participant has ranked the card according to high priori-
ty to low priority.
Clustering the Cards: The excel sheet was maintained to look

at the pattern of how users have classified the headings and rank
the problems accordingly.
The headings that has similar meaning, clustered into one by keep-
ing in consideration what users has said verbally while placing the
cards.
We have used the method of Data Triangulation, in which we

are looking at the data from 3 different perspective. One is, the
verbal perspective i.e., what user has said in the interview. Second-
ly, the Qualitative view, in which we try to understand why the par-
ticipants has ranked the cards in the certain way and lastly, the
Quantitative view by making out the statistical meaning out of it.
All the above three perspectives were kept in mind while clubbing
the headings (Fig.21.)
CURB 44
CARDS CLUSTER
CURB 45
Fig.26. Similar headings were cluster under each heading
CARDS CLUSTER
CURB 46
Fig.26. Similar headings were cluster under each heading
PERSONA
Varsha is a Ph.D. scholar at Indian Institute of Science, Bangalore. She moved to Ban-
galore in 2016, since then she is a BMTC commuter.
TRAVEL FREQUENCY: 3-4 times a week

TRAVEL JOURNEY: IISc to Marathahalli (20-22 km)
PREFERRED MEDIA: Prefers to lodge a complaint through phone or email because
of direct assistance.
GOALS
“Buses to be safer for girls”
“Proper indication about the bus depots”
“Female conductors in the bus”
FRUSTATION
Name: Varsha “There’s no light arrangement at the bus stop”
Age: 34
Gender: Female “The most frustrating thing is there are no clear indication, the bus stops are not even
Education: Ph.D. Scholar being demarked so that one can have a look outside and see which depot it is”
Status: Single
“I was travelling from Airport to Mekhri circle at 11 in the night. I kept on asking the
Location: Bangalore Conductor, how long will it take? There were writings only in Kannada which was
Hometown: Orrisa hard for me to understand. It was a very disturbing experience for me”.
Preferred language: English
CURB 47
PERSONA
Anupama is a research engineer at Conduent Labs India, Bangalore. Her hometown

is Bangalore, she is an everyday BMTC commuter from past 3 years.
TRAVEL FREQUENCY: Everyday

TRAVEL JOURNEY: Budigere to Marathahalli (28-30 km)
PREFERRED MEDIA: Prefers to lodge a complaint through Facebook on their
BMTC page.
GOALS
“A centralized system to look at the bus timings”
“Bus stands to be at frequent intervals”
“More frequent buses”
FRUSTATION
Name: Anupama “Sometimes, the bus broke down so you have to get in another bus which is
Age: 27 time consuming”
Gender: Female
“In the evening time, the A/c buses are not frequent”
Education: Master’s in CS
Occupation: Research engineer “Outside the Prestige Tech Park, there’s no bus stand so you’ve to wait at the
Status: Married foot path”
Hometown: Bangalore
Preferred language: English “Sometimes, there are no bus conductors in the bus and the driver Is the one
who issues the ticket so they will stop somewhere in the mid-way, collect the
money and then continue”
CURB 48
PERSONA
Ritheesh is a system designer at Math Works, Bangalore. His hometown is Hyderabad.

From the past 6 months, he started travelling in BMTC buses but travels occasionally.
TRAVEL FREQUENCY: Occasionally

TRAVEL JOURNEY: SGR Dental College Road- Kadubeesanahalli (2-3 km)
PREFERRED MEDIA: Prefers to lodge a complaint through the Forum but finds it
unstructured.
GOALS
“Better management for better assistance”
“Faster response rate to commuter’s feedbacks”
“Better maintenance of the buses”
FRUSTATION
Name: Ritheesh "I lost my phone in the non-a/c bus and after that experience I never travelled in non
Age: 30 a/c bus. I switched to A/c bus"
Gender: Male
"I prefer travelling in non-peak hours because it's less crowded"
Education: Engineer
Occupation: System Designer "In my experience, I never got the change back and the worst part is, the conductor
Status: Married writes it on your ticket, the amount he has to return and then slowly moves to the
Hometown: Hyderabad ladies section and we are not allowed to go there so I end up losing the money”
Preferred language: Telegu
CURB 49
DATA INTERPRETATION
After coding the cards and finding out which heading it falls into
and by finding the ranking of the card, Mean and St.Dev., the cards
are placed in order.
CONDUCTOR/DRIVER RELATED ISSUES
1. Sometimes, announce the current station

Most of our participants stated that they face Conductor and Driver
related issues very often. The first issue is that the Conductor
doesn’t announce the Current Bus depot ("Sometimes, the con-
ductor doesn't announce the current bus stop in non-a/c bus")
(Average rank =5.75, SD= 0.5)
2. Change Problem
While conducting the Interview, one of our participants commented
(There’s a problem of Change. Most of the time, the Conductor
doesn’t give you the change back. For them, it’s just a matter of 1
or 2 Rs. but that’s what leads to corruption”). Another participant
commented “In my experience, I never got the change back and
the worst part is, the conductor writes it on your ticket, the amount
he has to return and then slowly moves to the ladies’ section and
we are not allowed to go there so I end up losing the money" (Aver-
age rank=1.86, SD= 1.24)
3. Language barrier
One of the participants mentioned “I was travelling in non-a/c bus
and I asked the conductor, for the stop name and they start mock-
ing me because I don’t know the language”. Another partic- Fig.27. Under the heading “Conductor related issues”,
similar headings were placed under depending on the
average ranked by the user CURB 50
.
-ipant said “I've not faced it but I've seen Conductor's misbehav- 8. Conductor doesn't give the ticket for shorter distances
ing towards other because they don't speak the same language” Many of the participants complained about this issue. One partici-
(Average rank=3.38, SD= 1.38) pant said “Sometimes they don’t give the tickets for the short trips.
They have very odd prices for the ticket so that they can fig it”. An-
4. No conductor in the bus other participant continued saying "Sometimes, they don't issue
Many of the participants complained about this issue. One partici- the ticket for short trip because instead of getting 1/3rd of the
pant said “Sometimes, there are no bus conductors in the bus and ticket, the whole amount goes into his pocket" (Average =4.5, SD=
the driver Is the one who issues the ticket so they will stop some- 3.5)
where in the mid-way, collect the money and then continue” (Aver-
age rank=2, SD= 1.41)
5. Women harassment
One of the women participants commented "The main reason for
me to quit public transport and buy a car is because of safety
issues” (Average rank=3.66, SD=1.43)
6. Crew misbehavior
Crew misbehavior refers to the behavior of either Conductor or
Driver. One of the participants mentioned “Once I had a very bad
experience, the conductor gave me a random ticket and said you
can go because I was new to the city, I didn’t know much. Later on,
I get to know he charged the extra amount from me” (Average
rank=3, SD=1.77)
7. Rash driving
One of the participants mentioned “The driver should keep in mind
that the bus is always congested but still, he puts the sudden break
and it can always lead to injury” (Average =3, SD= 2.32)
CURB 51
MAINTENANCE ISSUES
1.Suffocating experience in non-a/c bus

Most of our participants stated that "It's very suffocating experi-
ence in non-a/c bus”, Participant further mentioned the reason by
saying " In non-a/c bus, the window size is really small, you don't
have proper air circulation and it's over crowded at the same time"
(Average rank=5.75, SD= 0.5)
2. Air vents doesn't work properly

Participant commented "The air vents doesn't really work" which
leads to a frustrating experience because the cost of A/c buses is
higher than non-a/c but still we don’t get the services. (Average
rank =2.33, SD= 0.57)
3. Wi-Fi Issues
Commuters speak through their experiences, one of the commut-
ers commented “BMTC promises that A/c bus has better services
than the Non A/c ones but it never fails to disappoint me because
Wi-Fi doesn’t work and even if it works sometimes, the speed is
very slow” (Average rank =3.5,SD= 0.70)
Fig.28. Under the heading “Maintenance Issues”,
4. Charging points doesn't work in a/c bus average ranked by the user.
“Most of the charging points in the a/c bus doesn’t work” (Average
rank=3, SD= 3)
CURB 52
ROAD RELATED ISSUES
1. Traffic
Our participants stated that " When there is a traffic, he drops me
even before the bus stop". Another participant commented "Traffic
is the major issue and it's the reason why I stopped taking BMTC
buses and switched to my two-wheeler" One participant went on
saying "I'm leaving Bangalore because of the pathetic traffic and
bus service, it's a nightmare" (Average rank =1.18, SD= 0.40)
2. Route Diversion
“Most of the times, Buses change their routes and the passenger
stays unaware which cause a lot of issues” (Average rank =3.25,
SD= 1.66)
3. Accident
“Accident can be outcome of traffic or rash driving” (Average rank
=3.3, SD= 2.13)
4. Infrequent bus service

"The route that I take, the bus service is frequent but the volume of
people that travels is also huge" (Average rank =3, SD= 3)
Fig.29. Under the heading “Road related issues”,
average ranked by the user.
CURB 53
BUS SERVICE RELATED ISSUES
1. No bus services
Participant commented "Baiyappanahalli to Whitefield, there are no
a/c bus service" (Average rank =2.8, SD= 1.2)
2. Bus delay
“Since it’s privatized, the bus conductor whatever money they earn
is basically the number of tickets that they charge by 3 so their
tendency is to stop at more stations and get more people inside
because the more tickets they issue, the more money they’ll get.
The waiting time has increased which leads to Bus delay” (Average
rank=3, SD= 1.65)
3. Connectivity issues
One passenger commented "I feel the bus stands are too far apart"
(Average rank=2, SD= 2)
Fig.30. Under the heading “Bus service related issues”,

average ranked by the user
CURB 54
OPERATIONAL RELATED ISSUES
1. Less seats reserved for women
Our participants said “In metro, we do have a section for women’s
but here, in buses, very few of the seats are reserved for women”
(Average rank =3, SD= 0)
2. Over crowded
"The biggest problem is that it's always overcrowded and you
never get a place to sit" (Average rank =2.16, SD= 1.16)
3. Bus stand related issues

“Outside the Prestige Tech Park, there’s no bus stand so you’ve to
wait at the foot path” (Average rank =4.4, SD= 1.34)
4. Irregular service
“There are irregular bus services, I have to wait 15-20 minutes in
order to catch a bus”. Another participant said “I’m habitual of
waiting for the bus at least for half an hour” (Average rank=2.77,
SD= 1.64)
5. Breakdown
“Sometimes, the bus broke down so you have to get in another bus
which is time consuming” (Average rank =3.33, SD= 2.33)
6. Conductor charges extra money in the night (1.5x)

“After 12, In a/c buses, the bus charge increases by 1.5x, I’m not
sure if that’s a rule but we are asked to pay extra (Average rank =5,
Fig.31. Under the heading “Operational related issues”,
SD= 5) similar headings were placed under depending on the
CURB 55
CUSTOMER RELATED ISSUES
1. Lost Property
One participant said “Once, I’ve lost my specs in the bus and
thereafter, I didn’t know whom to contact and I have not noted
down the bus number. The first thing I did is look for BMTC toll free
number on the google because it was nowhere mentioned in the
bus”. Another participant said “I lost my phone in the non-a/c bus
and after that experience I never travelled in non-a/c bus. I
switched to A/c bus” (Average Rank =2.33, SD= 1.21)
2. Bus Pass related issues

(Average Rank =2.33, SD= 2.30)
Fig.32. Under the heading “Customer related issues”,

CURB 56
SCOPE
On the scope plane, we start from the abstract question of “Why are we making this product?” that we dealt with in the strategy plane and
build upon it with a new question: “What are we going to make?
SURFACE
SKELETON
STRUCTURE
SCOPE
the user needs.
STRATEGY
goals for the site,
In Garett’s Model, every plane is related to its previous one. To There could be multiple scenarios for the multiple use cases. The
define the Scope, it’s necessary to analyze the Insights from the use case one was about the Bus delay. As stated earlier, there
User study and to figure out the ways to facilitate the solution that could be multiple reasons for why this majorly happens but the
solves the issue. Before jumping onto the Insights, these were the scope would lead to how we can make the experience better.
major challenges faced:
Bus delay could happen due to multiple reasons. Few of the
Challanges Faced: reasons could be because of an event happening in the same route
that would lead to Traffic, Maintenance issue of the bus that would
• Online forums are unstructured and the relevant data is buried lead to bus breakdown or even the Peak hours. In addition to this
with loads of irrelevant ones. use case,
• Information about modalities such as time and location are Proposed solution to the above use case
difficult to obtain. • If we can build a system where in a user can track all the real time
information but to create this ecosystem, we need to understand
• Only objective categorization of urban issues is not sufficient to the user’s needs and plan it accordingly. There could be multiple
infer citizens’ emotions. mediums to present the required information. It could be a user/
commuter dedicated application similar to the OLA or UBER where
• Absence of coherent and comprehensive representation of in a commuter can even rate the performance of the Driver that
information. would help them to keep motivated and drive safely though BMTC
has its own application on the Play store but it doesn’t facilitate real
time information and the app itself is not that intuitive.
• Only uni-directional information push where the citizens can only
‘consume’, not ‘communicate’
Nowadays, News are bombarded with how BMTC is incorporating
changes to make the commuter experience better.
• The urban issue scenario is not constant and changes over time.
It is more effective to analyze the pressure points of the civic issues For instance, now you can soon book a seat on select Bengaluru
with relation to each other. airport buses. This idea is still under construction.
Reference: https://economictimes.indiatimes.com/industry/transporta-
tion/roadways/you-can-soon-book-a-seat-on-select-bengaluru-buses/articleshow/60
357147.cms
CURB 58
Another use case could be Location, In the current scenario a STAKEHOLDER MAPPING FOR THE CURRENT
commuter lodge a complaint or post a complaint after the incident SYSTEM
has happened. There are no mean and ways that we can identify
accurate location and time of the incident.
Government
Proposed solution to the above use case
• Location based (the information that’s coming in the system it’s
not even reliable), how to collect information effortlessly from the Commuters Heterogeneous
user is a task because data that’s been captured is noisy. Right Data Sources
now, we can’t track the users, on what route or bus they experi-
ence the certain incident. Right now, they can say anything they
want, if we have a system that records these problems for travel
related things apart from social media and if that is being created BMTC
then we can track the exact location and be accurate about it.
Organization
• If we can build a platform that’s commuter’s oriented specifically Traffic
catering to the complaints regarding Public transport commuting, Department
a commuter can write their feedback and experiences and the Driver/
system will capture the location not on the basis of from where they
Conductor
are complaining but on the ground of actual incident location. Bus
Operators
• We assume that nobody has the time to write a fake complaint
but if we can have the integrated system that actually cross check
the statement with the actual data stored about the incidents that
would lead to more accurate incidents and make the work easier
for the organization.
Internal stakeholders External stakeholders
Fig.34. Stakeholder Mapping
CURB 59
Currently, our primary focus was to create a framework for Public
transit system but this same framework can be applicable for the
City planning as well.
Long Term Impact of Urban Informatics on City Gov-

ernance and Urban Lifestyle
Specifically, by identifying pressing issues in different aspects of

urban life (transport, pollution, electricity, crime etc.) and develop-
ing a heat map of the city based on the intensity and occurrence of
urban issues to track the evolution of the issues over time and
extract meaningful patterns. Propagating the accumulated and
structured information to interested parties. (Fig.35. is a rough
picture of the idea)
• Efficient prediction of Urban Issues from large unstructured noisy

user generated content over multiple channels.
• Aiding civic agencies and authorities with macroscopic and

microscopic data interpretation for better Governance.
• Personalized approach to citizens for better connect.
• Improved citizen engagement towards shared city and urban life

satisfaction.
CURB 60
Fig.35.Commuter driven website to lodge a complaint

STRUCTURE
Structure is the 3rd plane in the Jesse James Garrett’s process. It defines the flow task, system diagrams and Information architecture
of the website or the product. After defining the scope of the project, structure deals with the step to step process to facilitate the users
tasks, to guide them as how users got to that page and where they could go when they were finished there.
In the Information Architecture, the theory of Inverted Pyramid has been applied.
SURFACE
SKELETON
STRUCTURE
SCOPE
the user needs.
STRATEGY
goals for the site,
INFORFMATION ARCHITECTURE
Information Architecture is the Blueprint of the website. Inverted Pyramid was kept in mind while designing the Information Architecture of the
Website is to illustrate how information should be prioritized and structured for the Civic Agencies to have a quick glanceable visualization to
understand the information quickly and easily with low cognitive effort. Glanceable visualization is used to create frictionless experience and to
make it more intuitive for the user to understand without their much input or effort. To make this a better experience, through mind mapping,
the ideas then clubbed together in meaningful categories and the flow of the website was decided. (Fig.33.) explains the structure of the Infor-
mation Architecture.
Fig.37. Information Architecture
CURB 62
MIND MAPPING
Mind Mapping is being created around the Topic “Context Driven
Urban Issue Resolution For Enhanced User Engagement”, to which
associated representations of ideas such as data visualization,
words and thoughtful ideas are added. A detailed representation
(Fig.23.) explains the clustering and the intricacies branch out from
those. Most of the ideas in the mind mapping is an outcome of the
insights from the conducted User Studies followed by the Inter-
views and Open Card sorting which helped me in framing up the
Information Architecture of the proposed solution.
To come up with the Information Architecture, we opted for the

Mind Mapping methodology. The exercise was done on the white
board to decide the flow of the website.
CURB 63
Fig.38. Mind mapping for the proposed solution
CURB 64
FEATURE LEVEL CLASSIFICATION
CURB 65
Fig.39. Feature level classification
CURB 66
Fig.40. Detailed Information Architecture
SKELETON
Beneath that surface is the skeleton (Plane 4) of the site: the placement of buttons, tabs, photos, and blocks of text. The skeleton is designed
to optimize the arrangement of these elements for maximum effect and efficiency—so that you remember the logo and can find that buttons
when you need it. Skeleton should be intuitive and information should be designed keeping the usability of the system in mind. Wireframes
falls under this category. In this section we talk how we started with the skeleton, from initial layout to the final layout, what iterations have
been made throughout the process and why.
SURFACE
SKELETON
STRUCTURE
SCOPE
the user needs.
STRATEGY
goals for the site,
WIREFRAMES
Initial Layouts were created on paper to understand the layout and to understand which Data visualization would suit the best to represent
which kind of Data. Data visualization is how you present your data on the screen, depends on type of variables. Data visualization is a tech-
nique of visual representation of data, it could be through graphs, charts etc. The purpose of data visualization is to present the information in
a simpler way, making it easy for the user to understand it. The Pons and Cons of the data visualization has been kept in the mind while design-
ing the wireframes.
Numerous iterations are being made from low fidelity to high fidelity wireframes, discussed further. Versions of the wireframes has been created
to see which visualization works the best and how the information can be combined to create a minimalistic and effective design.
Fig.42. Initial paper wireframe CURB 68

1
2
3
INITIAL LAYOUT OF OVERVIEW PAGE 4
Once the structure was defined, the next step was to create the 5
layout. The requirement was defined, now the challenge was how
to categorize the information on the web page. (Fig.43.) 6
1 7
It has the drawer navigation menu on the left which has
couple of options written, started from Trending Complaints on the
top to the Follow up option at the bottom.
Fig.37. Initial layout for the system
2
When the “Trending Complaints” option gets activated, it
shows the graph which has four tabs (Today, weekly, Monthly and
Yearly) to see the data of complaints along with the filters.
3
3
In the Weather Prone section, we showed the Current weath-
er condition of an area and the predictive weather of the area you
type along or it can also detect the location of an admin and show
the area accordingly through GPS with the Area Predictions of
complaints i.e., Based on the historical data of complaints of a
region, the model can predict what all are the problems that can
happen in the future. For instance, in an area say, Bellandur, the
historical data shows the most repetitive complaints that occurred
in the Summer and some of it can occur this time, BMTC can take
measures beforehand to handle it.
CURB 69
Fig.43. Section coded as no.3 “Weather widget” in Fig. 37. has been zoomed to
show the details of it.
1
2
3
4 In the section of “Live feeds”, it shows both the Complaints 4
and the suggestions (in our study it was found people not only
write complaints but they also prefer to write suggestions) with the
5
help of Sentiment analysis in a form of emoticon. 6
5 7
In the section of “Channel category”, the data related to the
channels were represented i.e., the admin has the flexibility to view
the complaints categorized as per the channel, complaint type and
the month. For instance, an admin wants to look at the complaints Fig.39. Initial layout for the system
regarding “Bus delay” in Facebook platform in May 2017.
6 “Area Issues” shows the information of the area (Name of the

area, district), traffic condition and the events, recent as well as the
upcoming events. 4
7 Follow up is the proposed section, as per the Competitive
study and looking at the size of an organization like BMTC, follow
up can be provided i.e., A large chunk of information can be divided
into multiple small chunks of information that can be further given
to the assigned department to take care of. It’d take measures in
mind like assigned, unassigned, solved and unsolved complaints.
CURB 70
Fig.44. Section coded as no.4 “Live Feeds” in Fig. 39. has been zoomed to
show the details of it.
1
ITERATION 1
2
After creating the first layout, we realized, it won’t be suitable for an
admin to juggle between the different sections. (Fig.44.)
1 Admin would like to have the information where in there will be

less number of skills in order to find any information. To reduce the
cognitive load, we decided to cluster the information further down
and present it on the header. The reason being, first the static side
barconsumes a lot of space and another reason was the number of
clicks. (Fig.45.)
Fig.45. Redefined layout of the overview page
In reference to the (Fig.40) Trending complaints, weather and Live
were clubbed together.
2
We discussed it further and decided to put the weather on the
landing page because when an admin logs in, he would want to
see the weather condition to relate it to the trending complaints
this was the reason why it was kept next to the Trending com-
plaints.
CURB 71
ITERATION 2
1
Later on, after the brainstorming session we decided to
show ‘Problems prone to occur” based on the historical data
(Refer to Page no. 48, section 3) along with the Confidence score
in the same section under “Trending Complaints”. Weather
widget on the right makes it easy to relate with the section of
Problems prone to occur.
CURB 72
Fig.46. Section of “Predictive measures” has been added to this page

1
ITERATION 3
1 In this scenario, the Weather widget was shown at the top,
because if an admin logs in, the first thing he’d like to see is the
Date, Time and Weather condition.
In the next section, we will talk about the process of landing on to

the final layout of the section “Area Issues”.
Fig.47. The unnecessary information from the Weather widget

has been removed and kept it accordingly
CURB 73
INITIAL LAYOUT OF THE AREA ISSUES PAGE
The initial idea was to show Weather information in Area Information
because weather condition varies as per the area. The map keeps
on changing depending on which option
1
1
In the same map itself, an admin can see the Traffic condition
of the specific area in the map and on the right, it details down the
information by categorizing into Light, Moderate, High and stopped
which gives the idea of level of congestion. (Fig. 44.)
.
2 It also talks about the upcoming events in the particular area.
Fig. 45. shows the legend for Today, this week and Next week 2
legend which takes away the flexibility from the admin, later on in
(Fig.46) the legend has turned into the check box which let the
admin decide and prioritize the information.
CURB 74
Fig.48. This is a drop down of the section Fig.49. This is a revised layout of the drop
“Upcoming events” marked as 2 in the down section “Upcoming events” in the
Fig.43. Fig.44.
Fig.48. Initial Layout of the Area Issues Page
ITERATION 1 1 2 3 4
The second page talks about the Area issues. It tells you about the
Area and the Weather Information and the Map responds with it but
the information on the right remains the same. The tabs in the
screen classified as (Zones, Depots, Events and Traffic) are multise-
lect because of the correlation factor (Fig.50.)
. 1It talks about the “Zones” which is divided into 5 zones i.e.,
East, West, North, South and Central. From the Client side, this
feature was a priority because BMTC looks at the areas according
to the Zone/ Division it belongs to, to see which division is facing
the highest amount of problems.
2 Every area has many bus stands/depots. BMTC wants to

look into the complains as per the Depot so here in Map visualiza-
tion, BMTC can see which Depot has the maximum problem.
3 Upcoming Events impacts the Traffic condition as well as the

Operational services (Bus delay/ route diversion).
4 Traffic is the most prominent problem in Bangalore therefore,

it’s important for BMTC so that they can plan the bus trips
accordingly.
CURB 75
Fig.50. Revised Layout of the Area Issues page

The information on the right side of the graph remains the same 1 4
irrespective of which tab is active or even if the multiselect tab is
activated. The reason being, it was the requirement from BMTC
because they wanted to see which zones has the highest complaint
area, rather than clicking on the area tab and drilling down further.
They wanted to see the holistic view according to the area.
For instance, imagine yourself in the shoes of an Admin, you’d

probably want to see not just the Area but also the traffic condition
of the same or the events happening in the same area. There can be
combinations of the tabs depending on what information admin
wants to look into.
Refer to the (Fig.51.) The tab traffic and events were selected at the
same time, the graph itself represents the traffic condition of the
area and the events as well which provides them a broader picture
of the scenario. If you click on one of the events, represented as
flags, it also provides you the minute details regarding the same.
An organization like BMTC can relate to the zones where there is

usually congestion because of traffic and if there is an event nearby
in the same hours that would increase the traffic. BMTC can take
measures accordingly.
CURB 76
Fig.51. Revised Layout of the Area Issues page

FINAL WIREFRAMES
2
1
FINAL LAYOUT OF OVERVIEW PAGE
This is the landing Page called as an “Overview” page where in 2
sub categories is being shown (refer to Fig.52.)
1 Weather Widget on the extreme right displays the Today’s
weather’s condition, made it easier to visualize the atmosphere in
motion. It includes the Date, Day, Time and the Temperature of the
current location. It gives an idea to an administrator about the 3
weather condition so he can take the precautions beforehand.
2 On the left, Trending Complains shows the trends of Com-

plaints. Customer complaint trending is the process of comparing
customer complaint data over time to identify any consistent
results or trends. Customer complaints should be logged immedi-
ately on receipt. Having a mechanism which allows for instant
trending of this data enables issues to be rectified quickly before
they turn into major issues.
• Management review of the customer complaints trending data

have been mapped by Today’s, Weekly, Monthly and Yearly, the
filters on the right changes according to the selected tab.
3 The threshold for the Alert line (The red horizontal line) in the
stacked bar graph indicates the alert sign for an administration to
consider the certain issue/complaint (the threshold value can be
changed by the Admin).
CURB 77
Fig.52. Final layout of the Overview page

4
4 When an admin clicks on the User profile, it hovers the

setting menu from where an admin can reset the password,
adjust the time settings and change the language.
5
5 In the Filter “Shifts of the Day”, Apart from The Morning,
afternoon, Evening and Night. Post 12am is also taken in consid-
eration because in the User Study, a lot of Commuters com-
plained about the NO BUS SERVICE and THE CONDUCTOR
CHARGE 1.5x extra ticket charges than the normal price. The
option of peak hours is also kept in mind, Bangalore being the
Main IT hub, the commuters are likely to travel the morning and
the evening peak hours.
6 In the section of Live Feeds, The User statements are being

captured, through the analytics, the system can figure out 6
whether the feed is a complaint or a suggestion as well the emo-
tion associated with the feed to understand the expression of the
people and to find out the severity. It also tells the admin, through
which channel category the user has made a complaint or
express their views. The reply option on the bottom right has an
icon to reply to the feed which takes the admin to a pop up of
revert it back. The statements come with the tags and date/time
stamp.
CURB 78

7 In the tab Weekly, the filters add ups “Days of the Week”
where in all Individual days are being shown but there’s a special 7
check box for “Only Weekends” i.e., Saturday and Sunday.
• From an admin perspective, it’s likely to see what the major

issues are that commuters face on Weekends. From the user
research, participants mentioned “On weekends, the frequency of
the Bus is very low, so I end up opting for Cab which is way costlier
than the bus ticket”.
• The dropdown “Only Weekdays” is again from Admin’s percep-

tive to see the major problems that the commuters are facing on
Weekdays.
• The admin has the flexibility to choose how the wants to see the
complaints depending on the Individual day, weekend or the week-
day.
.
CURB 79

8In the tab, Monthly the filter adds up “Months of the year”
where in an admin can look at the complaint data as per the 8
individual month or as a whole year.
It also gives the flexibility to an admin to see the complaints as

per the season i.e., summers, winters, rainy to take the action.
CURB 80

9 In the tab, Yearly the filter adds up “Years” with the rest of the
filters “Shift of the day”, “Days of the week”, “Months of the year” 9
which gives flexibility to the admin to look for specific results.
This is a proposed filter, currently BMTC doesn’t have the data to

look into the past history of years but the option has been kept in
mind to improve the scope of the study.
CURB 81

FINAL LAYOUT OF THE AREA ISSUES PAGE 1
The second page talks about the Area issues. The tabs in the
screen classified as (Zones, Depots, Events and Traffic) are not mul-
tiselect i.e., the admin can select one tab at a time, once selected
the map responds to the same tab and the Information on the right
changes to provide the detailed information and flexibility that
comes with the filters. (Fig.56.)
. 1In this tab, “Traffic” it not only talks about the Live traffic of an
area but also tells an admin about the Predictive traffic i.e., Expect-
ed traffic of an area. An admin has the flexibility to see it according
to the date and time.
2 Fig.13. In the section “Area Issues”, it details out

The tab “Events” talks about the Live Events as well as the the Traffic section
Upcoming events.
2
CURB 82
Fig.56. In the section “Area Issues”, it details out

the Events section
3 Every area has many bus stands/depots. BMTC wants to look 4 3
into the complaints as per the Depot and dwell deeper into the bus
services, routes and stops. Every depot shows which bus number
has registered with it and the expected time for a bus to leave the
depot and complete its route.
4
It talks about the Zones which is divided into 5 zones i.e., East,
West, North, South and Central. From the Client side, this feature
was a priority because BMTC looks at the areas according to the
Zone/ Division it belongs to, to see which division is facing the high-
est amount of problems.
5 In Frequent Complaint, the complaints are based on the histori-

cal Data shown on the basis of Last week and Last Month.
• On the right, the bubble chart shows the category of the Com- 5
plaints mapped by the Text analytics. The complaints can be
mapped by the individual channel followed by the Dropdown
button.
• Frequent complaints show Historical data, the database general-

ly updates daily, and collects information for each complaint,
including the statement, source of the complaint, the date and time
of submission, the emotion associated to it. Together, real-time
(Live feeds on the Overview page” and historical data (Frequent
Complaints) elevate commuter agency interactions from standard
support to personalized service that converts the complaints into
good feedback and resolves issues faster.
CURB 83
Fig.57. In the section “Area Issues”, it detailed down the Depot section
FINAL LAYOUT OF THE COMPLAINTS 1
MEDIUM PAGE
The third Page called as an “Complaints Medium” where in an
admin can further classify the
• A complaint is an “expression of dissatisfaction” made to or

about an organization, related to its products, services, staff or the
handling of a complaint, where a response or resolution is explicitly
or implicitly expected
1
The page “Complaints Medium” has a way of looking at the
complains with all the flexibility that comes with the filters. The
Complaint categories came by the User studies is being identified
and can be individually looked into at a granular level to map the
severity of the issue.
Fig.58. Final layout of the Complaints Medium Page
In the User study, there were numerous problems that people com-
plaint about. The most repetitive complaints are the ones that has
the lowest St. deviation were kept as a priority.
• The complaint can be looked up in context to an Area, channel or

even to a particular date.
CURB 84
SURFACE
Finally, we have the surface. Regardless of whether we are dealing with a software product or an information space, our concern here
is the same: the visual design, or the look of the finished product.
SURFACE
SKELETON
STRUCTURE
SCOPE
the user needs.
STRATEGY
goals for the site, CURB 85
Fig.59. JJ Garrett’s Model
BRAND IDENTITY
To understand the function and value of the brand identity, it is COLOR PALETTE
important to recognize that every organization has a specific visual
identity—an identity partly formed by the look of its printed materi-
als, signs, website, etc. Each element of communication contrib-
utes to the overall impression people have of the organization.
#02B1CD #F0F1F2
In a similar way, Conduent has its own brand identity that makes it
stand out. The guidelines provided by Conduent has been incorpo-
rated to define its basic graphic design while designing the user
interface.
PRIMARY COLOR BACKGROUND COLOR
The standards depend on relative size, proportion, and position.
These have been developed through careful consideration of many
factors, both functional and aesthetic.
.
#32CF3F #397EF3 #F23838
.
TYPOGRAPHY
H1 28 px Roboto Regular
#FFA000 #3D485A
Body 16 px Roboto Regular
SECONDARY COLORS
CURB 86
LOGIN PAGE
CURB 55
CURB 87
OVERVIEW PAGE
OVERVIEW PAGE (TODAY) CURB 88
OVERVIEW PAGE (WEEKLY) CURB 89
OVERVIEW PAGE (MONTHLY)
CURB 55
CURB 90
OVERVIEW PAGE (YEARLY) CURB 91
AREA ISSUES
AREA ISSUES (TRAFFIC) CURB 92
AREA ISSUES (EVENTS) CURB 93
AREA ISSUES (DEPOT) CURB 94

Context Driven Urban Issue Resolution For Enhanced User Engagement

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Context Driven Urban Issue Resolution For Enhanced User Engagement

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1

Graduation Project 2018

Context Driven Urban Issue Resolution

Industry Guide Faculty Guide

NAME ORGANISATION SIGNATURE

 on fulfilling the further requirements by *

This Graduation Project is sponsored by CONDUENT LABS INDIA in

Student Name: Kanika Tuteja

Date: 01- 06- 2018

Student Name: Kanika Tuteja

Date: 01- 06- 2018

Student Name: Kanika Tuteja

Asst. Prof. Praveen Sinha,

The work being presented in this document is an outcome of

Co-Ordinator and Guide

I would like to extend my sincere gratitude to my HOD and

About Conduent Labs India About the Project

Introduction Literature Review

Design Process Phase 1 - STRATEGY

• Jesse James Garrett’s Model • Methodology

Phase 2 - SCOPE Phase 3 - STRUCTURE

• Wider scope of the project • Information

Phase 4 - SKELETON Phase 5 - SURFACE

• Initial Wireframes • User Interface Design

The research challenges tend to be multidisciplinary in nature and bring

From advanced passenger and license plate recognition to apps

Congestion becomes a daily frustration as urban centers grow. By

Conduent suggest solutions that can increase ridership for public

Understanding the project, STRUCTURE SURFACE

December January Feburary March April May

User Reasearch (Interviews and Card Sorting)

Fig.2. CURB platform CURB 15

It is popularly known as Silicon Valley of India because of its posi-

Bengaluru's roads are said to be among the most congested in the

Office travel time in Bengaluru rose by 6% in the last year which

Fig.3. Bangalore City Road Map

Fig.4. Figures reperesing the data of January 2017

Reference: https://timesofindia.indiatimes.com/city/bengaluru/number-of-vehicles-in- Fig.5. Figures reperesing the data of January 2017

To develop a system that aims to aid in city governance and public

• Identify pressing issues in different aspects of urban life (here the

• Propagate the accumulated and structured information to inter-

• Develop citizen’s behavioral models for better contextual com-

Novelty about the project

• Summarization and aggregation of complaints.

Fig.6. Customer Complaints platform

Fig.7. BMTC E-mail ID Fig.8. BMTC Complaint form

Here are the few examples of the Twitter posts (Fig.9.).

Image source : Twitter

Fig.9. Twitter Posts

Social media platforms can provide valuable insights for improving

Emotion Detection from Social Media Platforms

Fig.12. Existing platforms

Fig.14. JJ Garrett’s Model CURB 32

Semi-structured Interviews: Interviews are a far more personal

Semi- structured one to one interviews were conducted with the

Fig.15. Questionnaire used to conduct semi-

• Even on social media. particularly on Facebook there is a confu-

Fig.16. Option 1 Fig.17. Option 2 Fig.18. Option 3

WOMEN HARASSEMENT RASH DRIVING NO BUS SERVICE

ACCIDENTS TRAFFIC BUS DELAY

BREAKDOWN ROUTE DIVERSION LOST PROPERTY

* the number written on each of the

Fig.19. Variation of cards with a number CURB 37

Inverted pyramid information, this style is called an ‘inverted’ pyra-

In this section, we talked about the process of conducting the

• Interviews will be recorded for the transcription purpose and to

• The participants weren’t paid any amount or treat for being a