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THE MTA

REBRANDING & UX/UI DESIGN

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TEAM PROJECT

Jenna Dellino

Juliette Del Priore

Alyssa Dizon

Victoria DeVine

DESIGN OPPORTUNITY

The MTA is the largest public transportation agency in North America and one of the largest in the world. Many New Yorkers rely on the MTA throughout the day to get to their destination.

ROLE

DESIGN CHALLENGE

The MTA has many outdated and confusing products which can make it very difficult for commuters and tourists to use or navigate.

Motion Designer

UI Designer for

Accessibility App

SOLUTION

We have improved some of their existing features and designed new products to help customers have a smoother experience with the MTA.

CASE STUDY VIDEO

CASE STUDY VIDEO

PROCESS

01.

Choosing a Brand

Creating Personas

Affinity Mapping

02.

Research

Empathy Map

Experience Map

Journey Map

03.

Problem Statements

Opportunity Statements

How Might We

04.

05.

Ideation

Product Concepts

Product Features

Product Goals

Main Mobile App

Accessibility App

Ticket Kiosk

Digital Kiosk

06.

Takeaways

PERSONAS

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OPPORTUNITY STATEMENT

HOW MIGHT WE

"

make it easier for MTA users to view schedules,

plan trips, buy tickets, and view content all in the same place with digital products that can be beneficial to their commuting needs so they can have a positive experience

"

that gets them where they need to be in a safe and easy manner?

PRODUCT GOALS

MAIN MOBILE APP

Making it easier for commuters to view MTA content & plan trips.

Commuters can have a difficult time viewing MTA schedules, maps and routes. It is important to have a redesigned app with everything you need in order to make sure your experience with the MTA is smooth and easy.

TICKET KIOSK

Making the ticket-buying process smooth and easy.

Ticket machines can be frustrating when they do not work and are out of order. These re-designed kiosks make the process easier than ever before with touch-screen navigation and options to buy a new card, refill an existing one, or purchase a premium card.

ACCESSIBILITY APP

Helping those with disabilities stay safe while commuting.

People who have disabilities may not be aware of certain announcements and visuals. This app is designed for disabled commuters and provides audio announcements, detailed directions with audio and visuals, and accessible routes so they feel safe when travelling.

DIGITAL KIOSK

Keeping commuters occupied while waiting for the subway.

Waiting for delayed subways can be tiring and boring. With this new product, you can play games while waiting for the next subway to arrive. The time will pass and you will realize waiting for the subway is not as boring as you think.

MAIN MOBILE APP

This new app makes it easier for commuters to view MTA content and plan trips.

PLAN TRIPS

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  • Plan customized trips that can easily be referred to

  • Provides users with timeframes and detailed descriptions of when they should expect to arrive at their destination

FIND ROUTES

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  • Provides more than one route to users

  • Users enter their current location and destination

  • Includes a map along with routes using different modes of transportation

STATUS UPDATES

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  • Help users stay on top of their schedule

  • Tracks where the next subway or bus is
    An estimated time arrival is included based on the stop nearest to them

ACCESSIBILITY APP

This accessibility app helps those with disabilities stay safe while commuting.

DETAILED DIRECTIONS

TRANSCRIPTS

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  • Step-by-step directions and audio transcripts

  • Helps users navigate their journey safer and easier

  • Large visuals are provided to help them see where they have to go

  • Announcements are automatically transcribed

  • Beneficial for those who are hard of hearing and need visuals on their phone

REQUEST ASSISTANCE

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  • Disabled riders can request assistance from an MTA worker if they need help

  • An easy lifeline for when you’re stuck or lost and can’t find a worker nearby

TICKET KIOSK

This ticket kiosk makes the ticket purchasing process quick and easy.

MAIN SCREEN

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TICKET PURCHASING

CONFIRMATION

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  • Divided into three different sections

  • Refill, buy, or purchase a premium ticket

  • Service options placed at the bottom for more help and information

  • Selecting your desired amount will lead you to this pop-up screen

  • Confirm price

  • Process payment

  • Thank you screen

  • Option to print out your receipt

DIGITAL KIOSK

The digital kiosk keeps commuters occupied while waiting for the subway.

WELCOME SCREEN

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  • Users have the option to play games

  • They can connect to bluetooth and use their phones as a controller to play the games, which can be multiplayer

HELP SERVICES

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  • Ensures safety for users

  • Beneficial for those who have an emergency, are looking for Covid-19 services, or need an MTA worker’s assistance

VIEW SCHEDULES

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  • Easily view schedules

  • Simply search your line and click on the desired schedule to view it

TAKEAWAYS

MAIN MOBILE APP

  • Has a more organized and consistent feel to it.

  • Includes all of the information you need in one place.

  • Users are able to navigate MTA information in an easy manner.

ACCESSIBILITY APP

  • Beneficial for those with disabilities that need extra help when traveling on public transportation.

  • Includes new features such as Audio Listenings & Transcripts.

  • Disabled users can feel safer with this new app.

TICKET KIOSK

  • Saves time due to the quick and fast navigation.

  • Easy process to buy or refill a ticket.

  • Rather than old and outdated machines, this one is new with a fresh design to it.

DIGITAL KIOSK

  • Is helpful for those who need to view schedules or live status.

  • Makes the time pass when people are waiting for the subway.

  • Users are able to call for help straight through the digital screen.

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MY OTHER FIT / PASSION PROJECTS

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SENIOR THESIS:
MULTIMEDIA CAMPAIGN

THINK DIRTY.

Cosmetics Industry

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BRANDING

SOUTHERN ITALY

Tourism and Travel

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REBRANDING

COACHELLA

Music and Entertainment

PROFESSIONAL PROJECTS

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WEBSITE DESIGN

ANDREW FELDMAN, P.C.

Residential & Commercial Real Estate Law, Income Tax (CPA), Estate Planning

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WEBSITE DESIGN

A&S FINE FOODS OCEANSIDE

Gourmet Italian Marketplace

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CLIENT PRESENTATION

FOREST PORK STORE

European Quality Meats

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POWERTOWN ELECTRIC

WEB UPDATES & MERCH LAUNCH

Electrical Company

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BRANDING & UX/UI DESIGN

ROHR FELLOWSHIP

Environmental Conservation Initiative

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