DDSTUDIO collaborated with CUBIC Transportation for over four years to create a new human-centric approach to Public Transportation. Passengers want to use their phone or contactless card and transit agencies want faster throughput and less congestion. Public Transit Validation was ready for Human Centered Design.
Our process starts with research to establish empathy. We observed the confusion and frustration during our lengthy on-site research trips to Boston, Chicago, Los Angeles, Vancouver and New York. We defined many areas of frustration to be addressed in the future designs.
Usability and Sustainability
Early mock-ups for positioning of the reader as a gate upgrade in-situ. Nothing should obstruct a free flow through the gate, so the reader presentation is angled downwards and inwards for natural movement.
Multiple mock-ups were made for the kiosk. A multi-sided concept used for specific use cases such as purchasing tickets, mapping the trip and getting directions was appealing because the interaction was much faster with other activities separated out.
The same validator screen is replicated on the Machine, the Gate and the Bus entry. The validator pad on the gate is angled towards the passenger so the swipe becomes part of a natural movement. The interactions on the Vending Machine display are organized from Left to Right, Top to Bottom for intuitive first-time use. Illumination was added to guide the traveler to the next activity. We designed a clear path for all travel options.
Accessibility and Inclusion
Mass transit is especially challenging for the physically and mentally impaired. Focus groups were held with impaired volunteers where we were able to compare existing solutions with concept mock-ups.The feedback confirmed the importance of engaging all of the senses and to factor in emotional / behavioral triggers depending on the surrounding environment.
“The New York Metropolitan Transportation Authority (MTA) has voted to grant a contract worth more than $500 million to Cubic Transportation Systems (CTS) to set up a new fare payment system for the city’s subway, bus and rail systems that will allow riders to pay directly with mobile devices as well as debit and credit cards” Govtech.com
“The board overseeing the Boston area’s transit agency on Monday approved a $723 million overhaul of its fare collection system that will phase-out the existing CharlieCard and allow riders to board trains, trolleys and buses with the tap of a credit card or smartphone” WBUR News
DDSTUDIO’s Human Centered Designs as part of the Cubic Transportation Transit Agency Bid submissions for New York and Boston played a key role in WINNING BOTH CONTRACTS!