Project Type: Product Design, Logo and Branding

Role: Project Lead, Product Designer

Softwares: Sketch, Invision, Zeplin

Date: Fall 2018

Bus transportation can run at many inefficiencies, especially within school districts. BusRight is the only bus fleet manager than has integrated technology to optimize routes and track student ridership for parents, school administrators and drivers, who want a more efficient bus system in the era of increasing student safety. I was the project lead and product designer, managing all communication with our client and a team of two designers and three developers.


Logo and Branding

Our branding process began by mapping out characteristics and personality traits of BusRight. Through identifying key values of BusRight such as: safety, efficiency, route optimization and clarity and approachability, which guided our visual design process. I designed our logo which takes the form of a logomark and a logotype. The logomark was inspired by B, a shape of a school bus and a route. The colors chosen for the brand enhanced academia with a Royal Yellow and a Navy Blue. The logomark is placed on the marketing website and the platform that we designed.

BR_09 copy

The BusRight Platform


Research and Discovery

Our research began by conducting primary and secondary research. For primary research we conducted in-depth interviews with school administrators in the greater New York district to gain an understanding of their pain-points and the underlying need for this platform.

Some questions we asked were:

•   What is the most frustrating part of keeping track of bus fleets?
•   How is your student data currently stored?
•   How comfortable are you learning and managing a brand new platform?
•   What features/ characteristics would incentivize you to use a bus fleet manager platform?

Our secondary research was focused on potential competitors, finding current solutions that already exist and understanding key points of differentiation. The synthesis of the primary and secondary research gave rise to user personas:


user stories


Image from iOS (4)


Working with a start-up, we hit many pivots! There were three big challenges:

1. End-user difficulties: Not being able to actively view and navigate through a school administrators current platform, which would allow us to empathize more with their pain points providing room to grow from current existing solutions. To combat this, we had multiple interviews and conversations with school admins by testing our product out and iterating through constructive feedback.

2. Working within constraints: initially the MVP was to be able to track live feed of each Bus en route, but due to restrictions within our back-end/ API, we had to reduce the data stored within each district / school.

3. Communication difficulties: having very little knowledge of the back-end development and API of our product, which led to not having the right information on the extensiveness of project. This led to multiple back and forth with the BusRight tech team located in Pennsylvania.


Wireframes and User Journeys

The platform consisted of two views: the District Admin view and the School Admin view. The district administrator is able to upload routes, assign school buses and drivers to routes and give school admins access to view routes. The School Admin view allows school administrators to view the different routes, assigned buses and drivers.


All Routes Desktop Amy@2x copy_02
Route Edit Desktop Amy@2x
Drivers Detail 3 Desktop Amy@2x-02
Settings Admin@2×02

Adding Visual Design

The user interface developed simultaneously as we iterated our wireframes based on feedback. We opted for a clean, modern UI that reflected BusRights newly established brand. In order to keep design consistent through all screens and easily convert our designs to our developers, I created a component guide that summarized all buttons, cards and icons with their respective statuses (selected, hover, unselected).


A key factor that we were mindful of was accessibility within our color palette. We used the sketch plug-in stark to determine an appropriate color palette for our user interface. 

Screen Shot 2019-03-14 at 5.21.51 PM

Through user testing and feedback we constantly iterated until all screens had a consistent flow of design, elements and components.