Movu
This project explores how gamification can encourage eco-friendly public transportation habits among families with children by integrating playful and educational elements into a mobile app.
01
Project Overview
Problem Statement
Despite its benefits, public transit has low adoption rates among families. Many transportation apps overlook the unique needs of children, who need engaging, interactive experiences. This gap presents the opportunity to explore how human-centered design, gamification, and accessibility can make transit more appealing and enjoyable for families.
This project explores how gamification can encourage eco-friendly public transportation habits among families with children by integrating playful and educational elements into a mobile app.
Design Solutions
Gamified Challenges: Encourage eco-friendly behaviors by rewarding points for taking public transportation, walking, or biking.
Interactive Mini-Games: Keep children engaged during transit by offering fun activities tied to environmental themes or local landmarks.
Eco-Impact Dashboard: Visualize the family’s collective carbon savings to instill a sense of accomplishment.
Parent Tools: Provide real-time route planning, transit updates, and child-friendly features like notifications for stops.
02
Getting Started
Information Architecture
Streamlined, human-centric information architecture designed to enrich and enhance the user navigation through out Movu.
User Profile
Olivia Martinez (The Safety-Conscious Parent)
Location: Oakland, CA
Family: Two kids (Emma, 7 & Lucas, 10)
Occupation: Marketing Manager, works hybrid
Transit Use: BART & AC Transit
Values: Safety, independence, and reliability Image Source: Adobe Stock; @digitalskillet1
Family: Two kids (Emma, 7 & Lucas, 10)
Occupation: Marketing Manager, works hybrid
Transit Use: BART & AC Transit
Values: Safety, independence, and reliability Image Source: Adobe Stock; @digitalskillet1
Scenario
Olivia is a working parent with two kids, Emma (7) and Lucas (10). She wants to encourage them to use public transit independently but needs to ensure their safety and track their whereabouts in real time. She downloads Movu to provide her with peace of mind while giving her children more freedom.
Goals & Expectations
Ensure Lucas & Emily’s safety while they travel independently.
Receive real-time tracking & check-in alerts when they board or arrive.
Choose safe, low-transfer routes to minimize risk.
User Journey
User Profile
Jordan Lee (The Independent Teen Traveler)
Location: San Jose, CA
Age: 14
Occupation: High school student
Transit Use: Bus, VTA Light Rail & Caltrain
Interests: Video games, biking, and hanging with friends Image Source: Adobe Stock; @TommyStockProject
Age: 14
Occupation: High school student
Transit Use: Bus, VTA Light Rail & Caltrain
Interests: Video games, biking, and hanging with friends Image Source: Adobe Stock; @TommyStockProject
Scenario
Jordan is a 14-year-old high school student in San Jose who recently started using public transit alone. His parents worry about his safety but want him to build confidence and independence. Jordan wants to navigate transit on his own while making the experience fun and engaging.
Goals & Expectations
Learn how to confidently use public transit without needing parental guidance.
Have a fun and gamified experience to stay engaged.
Avoid feeling constantly monitored by parents.
User Journey
03
Refining Details: Challenges & Solutions
Olivia’s Flow: Low→High Fidelity
This flow showcases Olivia’s experience navigating Movu to plan a safe trip for her children, Emma & Lucas.
Challenge
Conveying a large amount of information in such a small space was the main challenge during this project. Designing an interface that conveyed all of the pertinent information and that catered to the needs for both parents and children was my main goal throughout all screens.
“Consider how current transportation apps convey information. Does everything need to be visible, all at once? You don’t have to fit everything on one screen.”
Solution
Through user testing and feedback, I landed on a more spacious design with stronger information hierarchy. I organized information in collapsable menus to reduce clutter. This solution created a more comfortable experience for both children and parents who tested the Movu prototype.
“This design is informative yet not overwhelming. The layout and navigation is easy to understand for all ages.”
Jordan’s Flow: Low→High Fidelity
This flow showcases Jordan’s experience navigating Movu to plan a trip for himself, and play the “Landmark Excursion” game while traveling.
Challenge
In the first few iterations of the game "Landmark Excursion," I explored different layouts that would enhance the experience without being too distracting. This was the largest issue because there were concerns about the game being too distracting, possibly resulting in missing your stop to get off.
“Does it make sense to have the map reading from bottom to top vs. top to bottom?”
Solution
After conducting user testing, the feedback showed a preference for larger images and a less compact layout, especially important for users riding transit and playing the game simultaneously, helping them stay engaged without missing their stop.
“This game feels engaging and informative. Adding educational content to the app can help inform young riders about transit safety. This would be great for tourists too!”
05
Final Prototype
Movu Figma Prototype
Check out the Figma prototypes for Olivia and Jordan below!
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Copyright © 2025 Katerina Earnest