Business Goal

Eastern Bus found it necessary to convert more customers to book their bus online. In order to expand their market, they decided to build an e-commerce website, providing functions for people to plan, book their trips and purchase tickets online to Woodbury Common Premium Outlets, to increase the conversion of their business market. Meanwhile, Managers will be able to search for and manage the information that their customers submitted. Moreover, users’ online payment is accepted by the administrator.

This website should be able to have a fresh and modern look and more importantly provide a better user experience than other competitors. Most of their current customers are Chinese, however, they want to expand more among Americans.

The client was exploring some new market tactics and was hoping the overall tone of the website is modern, minimized yet functional.

How to plan an MVP for an e-commerce company?

• We need to figure out whether this new e-commerce solution will increase purchases the online tickets.
• Is there a increase in completed purchases?
• In order to test customer intent to purchase the tickets, we can send emails to a subset of customers, counting the open rates and their click-through for the call-to-action, which will help us to understand customers’ interest and intent to purchase tickets.

After some research on Current customers & Potential customers, we summarized some results:

• User’s requirements/needs of vehicle type, is there more need for a Full-size Van, or SUV than a luxury bus?
• User’s average spending comparison on taking buses to commute and renting cars per month.
• The daily time when there is the highest volume of needs of users renting cars.
• The competitors (Which platforms the users are using currently or used before.)
• Which type of users is our target users? ( Chinese customers in New York, potential American customers)
• What are the advantages of Eastern Bus service compared to other competitors?

Target Market:

Customers who are looking for renting a car or carpool, and also people who are looking for a bus.

User can choose from purchasing bus tickets online / reserve private shuttle bus service

Administrators can easily manage and edit bus departure place and time, view customers’ personal information, numbers of tickets, pickup location, pickup time, etc.

Wireframe: Desktop

Home page

Login_Register

Private Ride Checkout Process

Prototype Tool: Axure RP
Click to open the lo-fi prototype link

Desktop

Home page

Login_Register

Daily Shopping Bus Checkout Process

The website is not live now, but you can still find it on
web.archive.org

A fluent, holistic UX workflow / minimal, clean UI design / Fast, stable backend system, turned out to be have a great impact on Eastern Bus’s business. The website is listed as one of the best bus service recommendation on the official Outlets NYC site.