CLIENT:
Swiftly
EXPERIENCE:
User Interviews, Design Lead
TOOLS:
DOVETAIL, FIGMA, GITHUB, JIRA
Passenger Counts
about.
Passenger Counts is a tool we built into the Onboard App that allows transit operators to easily log passenger data using onboard tablets. It replaces manual tracking methods with a simple, intuitive interface that supports one-tap recording for different fare types—like monthly passes, youth riders, and seniors.
Each agency can fully customize the count buttons to track what matters most to them, whether that’s wheelchair users, bikes, or other categories unique to their routes. All collected data is accessible to planners and operations teams via our Download Center, with quick CSV export functionality for easy analysis and reporting.
challenge.
This was the first time our backend team (typically focused on onboard device infrastructure) worked directly with a designer on a cross-functional UX feature. One of the main challenges out of the gate was establishing trust with the team so that we could reach our team goal. The goal was to digitize and streamline a process that was previously tracked with paper, pencil, or even physical tally counters.
A few key hurdles shaped the final design:
Customization complexity: Agencies all track different rider types, so the UI needed to accommodate a wide range of use cases without adding cognitive load for the driver.
Adoption barriers: Some drivers were deeply familiar with analog methods and switching to a digital system came with a steep learning curve.
Labor limitations: Union rules dictated what could reasonably be asked of drivers, so the tool had to be extremely lightweight and unobtrusive during operation.
the results.
the final solution was designed to reduce friction for drivers while giving agencies the flexibility they needed:
The interface automatically switches from GPS mode to Passenger Count mode when the vehicle reaches a stop, eliminating extra steps for the driver.
The design features large, high-contrast buttons that are easy to tap and fully customizable, supporting anywhere from 1 to 9 categories.
Agencies can color-code buttons to reflect familiar visual patterns or match their existing tracking systems, making adoption easier.
By focusing on simplicity, clarity, and seamless integration into the driver’s workflow, the tool helps improve accuracy and reduces the burden on operators in the field.
testimonial.
Kudos to Vanessa for running an excellent solo site visit at Frederick, MD. She coordinated with the agency to plan out a test ride with the Passenger Counts feature, set up her GoPro to film the whole thing, and documented it in an awesome Figma doc!
Dave Maltzan
Product Manager
