87% of commuters experience anxiety when receiving delay notifications. One
participant said, "My heart drops every time I see a transit notification. I know
it's never good news."
Users want solutions, not just problem statements
From 5 interviews over Google Meet:
Users felt intimidated by the amount of personal and financial data required
upfront
There was a lack of clear value proposition reinforcement during signup
Behavioral Analysis:
People make poor decisions when panicked
During stress, users want immediate action options
Supportive language reduces frustration faster than a neutral tone
From usability tests on the existing website:
There were too many form fields, which created decision paralysis
Users couldn't see progress or end goal
From 15 user surveys:
Users hesitated to provide sensitive financial information without understanding
the full benefit
There was no clear security messaging or credentials displayed
Using the pain points I gathered from my interviews, surveys, and usability tests, I created personas to represent some of our users and their goals, frustrations, and decision-making styles. To put our experience in context, I also conducted a competitive analysis of similar fintech companies, breaking down how they structure their enrollment flows to reduce friction. This gave me a clear picture of what not to do, as well as a few smart ideas worth adapting.
The Psychology of Transit Stress:
Empathy First: Address the emotional state before delivering data. A stressed commuter needs reassurance before they need train times.
Shift From Problem to Solution: Instead of focusing on what went wrong, immediately
redirect attention to what can be done about it.
Cognitive Load Matters: When people are stressed and in a hurry,
decision-making becomes harder. We need to simplify choices and highlight the best
options.
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