Field Trip
Partner: Seattle Department of Transportation
My Role: Print Design | UX/ UI | Research
Date: Spring 2024
Tools: Figma | Miro | Field Surveys
01 | Project Summary
Many seniors in Seattle’s Vietnamese and Chinese communities are paying more for public transportation than they need to, simply because they aren’t aware of available age-based discounts. Others don’t know how or where to get essential resources like the Regional Reduced Fare Permit (RRFP) or ORCA cards.
Our team set out to design an accessible, multilingual brochure to help seniors understand and access these benefits—saving them money, boosting confidence, and improving their daily mobility.
By simplifying complex transit information and distributing it through familiar community channels, we aim to increase seniors’ independence, reduce confusion, and foster deeper community connection.
Stakeholders
This project was developed in close collaboration with:
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Seattle Department of Transportation (SDOT)
Oversees city-wide transportation systems. SDOT supports this initiative by distributing the brochure and translating it into Vietnamese and Chinese using Smartcat, an AI-powered localization tool.
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Hopelink & Partner Nonprofits
Provide transit-related events and support services to seniors and low-income residents in King and Snohomish Counties.
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King County Metro
Operates the transit system and senior discount programs. Ensures our materials align with existing policies and help seniors navigate with accurate, up-to-date guidance.
02 | The Problem
Common frustrations surfaced early:
“The font is too small.”
“I don’t understand the instructions.”
“I wish there were pictures that made sense to me.”
These weren’t just usability issues—they were barriers to autonomy.
Design Challenge: How might we design a brochure that supports Vietnamese and Chinese seniors in navigating Seattle’s transit system with clarity and confidence?
03 | Research & Insights
We focused our research on Asian seniors aged 50+, prioritizing those with limited English proficiency.
While many were experienced riders, they still faced significant challenges with navigation, fare programs, and safety.
Key Findings
Transit Sentiment
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27.8% — Content
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27.8% — Indifferent: “I wish iconography was better.”
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22.2% — Confused & Apprehensive: “Feels unsafe in the evening.”
Info Sources
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58.8% — Apps like Google Maps
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41.2% — Official transit websites
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11.1% — Spoken information
Format Preferences
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55.6% prefer visual/interactive formats
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Printed materials > audio/spoken formats
Takeaway: These findings confirmed the need for a multi-format approach—something seniors could see, feel, and trust. Clear icons, bold fonts, and step-by-step visuals weren't just helpful—they were essential.
04 | Design Concept & Ideas
Visual System
Color Strategy
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High contrast combined with soft pastels to minimize eye strain.
Cultural References
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Red — Symbolizes luck.
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Gold — Represents clarity.
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Green — Conveys safety.
Design Motifs
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Vietnamese: Ao Dai embroidery patterns.
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Chinese: Fu (福) symbols and traditional knot designs.
Prototype
Each teammate explored different styles.
We merged the best elements:
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Step-by-step guidance
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Emergency info
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Digital tools (optional use)
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Cultural visual anchors
06 | Usability Testing
We conducted usability testing with 15 participants, all aged 18 and older. Each session involved both paper-based and digital walkthroughs of the prototype. Participants were guided through task-based prompts and then participated in follow-up interviews to reflect on their experience, highlight usability issues, and suggest improvements.
“This feels like a guide I’d actually keep.”
“I’d give this to my mom—she needs the phone numbers.”
Key Improvements (Based on Feedback)
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Increased font size: Improved readability for seniors with vision impairments, allowing content to be seen clearly at a glance.
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Simplified language + bullet points: Reduced cognitive load by making information easier to scan and understand.
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Added numbered instructions: Provided clear, sequential steps to guide users through processes like applying for transit benefits.
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Switched to high-contrast backgrounds: Replaced low-contrast colors to enhance legibility and reduce visual strain.
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Incorporated navigation icons: Visually anchored key sections, helping users quickly locate essential information.
07 | Next Steps
Future iterations should expand testing to a more diverse group of seniors across ethnicities, age ranges, and digital accessibility needs, deepening insights into user engagement.
We also recommend greater digital integration—offering screen-reader–compatible PDFs, large-print versions, and QR codes linking to translated guides and instructional videos. Long-term, a web-based adaptation could further extend accessibility for both digital-native and non-digital users.
08 | Reflection
Although this was a college project, I’ve stayed invested in its impact. I’ve reached out to SDOT to learn whether the brochure was implemented, translated, and how the community has responded.
Since then, I’ve gained new skills in data analytics and visualization, opening possibilities for tracking user engagement, surfacing unmet needs, and creating visual reports to strengthen SDOT’s accessibility efforts.
This project wasn’t just about designing a brochure—it marked my first step toward building public systems rooted in empathy, clarity, and real-world change.
