Olivia Ruckstuhl - UX and Service Design Portfolio - Green Light Madison

Green Light Madison

Project Overview: Designing a mobile app, responsive website, and social experience to resolve the housing and homelessness crisis in Madison, WI.

My Role: Generalist Product Designer

The Issue: As Madison grows, it is struggling with a "missing middle" housing shortage and a rising homeless population.

Recent encampment closures (like those near Capitol Square) have left many in limbo. While the new Bartillion Shelter opens in early 2026, there is a funding gap to keep it operational. Residents want to help eliminate homelessness but face "Green Light Anxiety", tension between housed and unhoused neighbors, and fear of unsafe roadside engagement.

The Peacebuilding Goal: To replace tension with human trust. The solution is a shared resource ledger through a digital platform for neighborhood associations and shelters to coordinate donations, "vouch" for specific needs, and build a transparent community of support.

1. User Research and Key Insight

I conducted "Efficiency Interviews" to respect participants' time and identified a critical gap:

• The Data: Users cited "traffic stress" and "process confusion" as the main barriers to giving.

• The Pivot: I realized users don't need education on homelessness; they need logistics to help safely.

• The Gap: "Analytical" donors (Maya) viewed donations as a "black hole" and refused to give without verified ROI statistics.

2. The "Red Light" Failure (Iterative Design)

I led a remote usability study comparing the Web vs. App experience.

• The Fail: The responsive website required scrolling that was unsafe for drivers.

• The Fix (P0): I shifted the mobile design to a "30-Second Rule," prioritizing large touch targets and a "Quick Give" slider for high-distraction environments.

3. The Solution (High-Fidelity)

I designed the final UI using "GLM Emerald" to signal permission and safety.

A. For the "Passive" User: The Quick Give

• Feature: A "Quick Give" Card allows donations in under 30 seconds at a red light.

• UX Win: Solves the "no cash" barrier for drivers like Evan.

B. For the "Analytical" User: The Data Dashboard

• Feature: A 24/7 Funding Tracker visualizes exactly how funds unlock shelter hours.

• UX Win: Solves the "black hole" fear for donors like Maya.

C. For Safety: The Logistics Map

• Feature: GPS-enabled "Safe-Drop Zones" route users to designated pull-over spots.

• UX Win: Removes physical danger and traffic friction.

The Outcome

• Safety: I solved "Green Light Anxiety" by moving interactions from the intersection to the app.

• Transparency: The "Vouch Ledger" creates a public record of needs (e.g., "10 Sleeping Bags"), closing the trust gap.

• Accessibility: I achieved WCAG compliance by increasing contrast on "Impact Stories" for diverse users.

Future Vision

Proposed The Commons Kitchen, a service design concept where housed and unhoused neighbors cook and share skills together, shifting the dynamic from "serving" to "peacebuilding". The "Commons Kitchen" utilizes a circular "Common Table" layout to remove the social hierarchy between server and recipient, moving from "charity" to "mutual respect."

Click the button below to interact with the high fidelity prototype (app and website).

Green Light Madison

To dive deeper into the case study, click the link below.

Case Study