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© 2026 by Minjun Byun
Developed through rider-centered research, this UX study reimagines the Mission Bay Shuttle experience—turning fragmented commuter feedback into actionable design insights for future mobility planning.
Tool
Figma
Google form
Mural
Zoom
Collaborated on a UX research project to uncover in‑store pain points, synthesize findings into a high‑fidelity survey redesign, and present a strategic pitch for implementation
My Role
Peiran Xia
Ning Zhang
Partner
January 2026 -
march 2026
Time line
Background
The Mission Bay Shuttle carried over 213,000 riders in 2023 — but when I asked my classmates at CCA if they'd ever heard of it, most of them had no idea it existed. A free shuttle, running daily, right outside our campus. The disconnect was hard to ignore.
“
”
The Mission Bay Shuttle is a free weekday bus service in San Francisco’s Mission Bay neighborhood, run by a local nonprofit to connect offices, homes, UCSF, Chase Center, and CCA to BART, Caltrain, and transit hubs.
Started: Around 2010 by Mission Bay TMA.
Routes: East, West, Transbay-Caltrain, CCA/Adobe—covering Mission Bay stops plus Civic Center, Embarcadero, and SoMa.
Users: Employees (biotech/offices), residents, students (CCA), visitors (events).
How might we make the Mission Bay Shuttle website more engaging and intuitive for first-time users?
Recruiting
We didn't just send out a Google Form link — we went to Mission Bay ourselves, posted flyers at shuttle stops and street poles, and talked to people waiting for the bus. If we wanted to understand the rider experience, we had to start where riders actually are.
Screener Questions
Outcomes of Interview
Question: How do you feel about your commute?
Most participants (4/6) describe their current commute as "easy" or "very easy." Only a few rely on the Mission Bay Shuttle for their daily commute, while others prefer walking or do not have a traditional commute.
Question: What have your experiences been like with the Mission Bay Shuttle?
Insight: Half of the participants (3/6) highlighted positive aspects of the ride itself, such as feeling safe, having friendly drivers, and enjoying uncrowded buses. However, some participants (2/6) noted severe friction points for first-time users, specifically citing poor physical signage and navigation difficulties.
Question: What was your most recent trip on the Mission Bay Shuttle like?
Insight: Most participants use the shuttle sporadically or for specific errands (e.g.heading downtown, transferring to Muni). Only a few (1/6) use it every day for work. Some encountered service barriers, such as unexpected holiday closures.
Question: What do you like or dislike about the Mission Bay Shuttle?
Insight: Many participants appreciate the cleanliness, safety, and convenience of the route. However, a few cited significant dislikes related to discoverability, including inaccurate online schedules, lack of physical signage, and confusion about where theroute actually goes.
Question: What do you find useful or not useful about the Mission Bay Shuttle Website/App?
Insight: Most participants (5/6) either found the official website difficult to navigate, relied heavily on third-party apps instead, or didn't even know the website existed. Only a few found the real-time tracking accurate.
Question: What are your overall feelings about the Mission Bay Bus Shuttle?
Insight: Overall sentiment is highly polarized. Some participants absolutely love the service, rating it highly for safety and friendly drivers. Conversely, many participants feel frustrated by the lack of awareness, poor physical signage, and inadequate digital tracking tools.
Question: Summary - If you had a magic wand, what changes or improvements would you make?
Insight: When asked for ideal improvements, most participants focused on informational clarity rather than changing the physical buses. Many suggested physical signage, route maps, or a more intuitive website.
Actionable insights