Art Direction, Brand Identity, UX/UI


The intention of this project was to create a platform that would deliver optimal transportation for students across college campuses. Our commitments were to provide accessible, safe, and sustainable transportation. 


Colleges throughout the nation have developed transportation systems that accommodate their infrastructure and environments. Lign offers an elevated transportation experience for its users by incorporating student needs into how they interact with their daily commutes. 


To understand the users and identify current problems facing university transportation, we used Texas State as our case study. We gathered primary research such as qualitative, quantitative, and observational data. We also gathered secondary research from transportation app reviews. The data gave us the opportunity to identify pain points and began to create potential solutions. 

Research/Strategy: Jennifer Ann Garza, Gabe Salas
Copywriting: Gabe Salas
Brand Identity: Jennifer Ann Garza, Gabe Salas
UX/UI Design: Jennifer Ann Garza, Gabe Salas

Quantitative Data:

Our qualitative method was set to capture data regarding existing behaviors. We worked to understand student’s overall comfortability with campus shuttle resources and to identify any current barriers that may prevent a student from using the campus shuttle. 

Qualitative Data:

Our quantitative data gave us great insights on perceptions of the campus shuttle resources. We decided to take these results a step further and conduct in person interviews to gather sentiments regarding the overall experience.  

User Reviews on Apps

We wanted to see commentary in applications that are already widely used. We chose to research reviews from major campus bus applications to gather beneficial feedback in areas that needed improvement. This helped us build out assumptions that included users' hopes and fears.


As a team we gathered data that led us to draw assumptions about the current and future user for the transportation system. These assumptions were formatted in the form of hopes and fears. This information allowed us to identify sets of pain points that could potentially be explored as solutions to improve the transportation experience.

How might we

How might we questions allow us to reflect on the data that we have collected and continue to narrow down the pain points in order to identify areas that could be improved upon and prioritized in our solutions.


We seek to understand the user, from freshmen that will be introduced to university transit for the first time to the senior who has been a user for several years. The range of accommodations will be provided based on their needs as well as every other user in between.


As a team we took design elements from each designer to create wireframes that could potentially improve the application, the elements were then tested, refined and polished to improve their experience.

Research Conclusions

After analyzing our data and having a chance to speak to our end user we had a clear understanding of our next steps. We planned to amplify relevant experiences and remove existing barriers. A focal point for us was to integrate features within the application that would fulfill the needs of our users so that it betters their transportation experience.  


The team developed an introduction tutorial on how the application works and highlights helpful tips on how to utilize the features that were integrated into the app.


Lign believes in providing the user with the safest ride possible, the system that has been put in place allows for the user to enable features like sharing their ride, shuttle updates, weather and a help center for additional information.