ABS-CBN is a broadcasting company who is committed to be of service for Filipinos worldwide. As a challenge, we were tasked to create a product that will contribute to the company's unwavering pledge to serve the Filipino public. We focused on basic needs and common pain points that most Filipino public are facing everyday. In 2013, safety and public transportation was one of their outstanding concerns. This gave us an opportunity to help safeguard the lives of the Filipino commuters through a passenger safety app.
The solution started as a hypothesis that majority of public commuters are equally concerned about their safety whenever they are or their loved ones are in public transit. To further validate my hypothesis, I've conducted series of in-depth interviews to commuting public to discover it first hand. As a result, I have validated that as simple as informing their loved ones when they are about to embark on a trip can make them feel secure and protected. This insight has helped us with the product features to include and guided us with our design decisions.
To ensure the product fit in naturally with the users commuting behaviour, multiple design sketches and iterations were done. Features are influenced by the task commuters usually do whenever they are on a commute such as sharing their transportation details to their families. To guarantee users a seamless product, usability testings were done using a clickable wireframes and asking test respondents to pretend they are using the product while on commute.
Although the product has been deactivated a few years after it's release in iOS App store due to change of management direction, it brought numerous recognition , awards and accolades from local and international award giving bodies. Strengthening the company's commitment to public service and at the same time establishing the company as an innovative organization through technology.