THE MTA
REBRANDING & UX/UI DESIGN
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The MTA has many outdated and confusing products which can make it very difficult for commuters and tourists to use or navigate.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
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
"
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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
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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
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Users enter their current location and destination
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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
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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
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Helps users navigate their journey safer and easier
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Large visuals are provided to help them see where they have to go
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Announcements are automatically transcribed
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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
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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
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Refill, buy, or purchase a premium ticket
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Service options placed at the bottom for more help and information
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Selecting your desired amount will lead you to this pop-up screen
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Confirm price
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Process payment
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Thank you screen
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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
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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
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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
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Simply search your line and click on the desired schedule to view it
TAKEAWAYS
MAIN MOBILE APP
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Has a more organized and consistent feel to it.
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Includes all of the information you need in one place.
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Users are able to navigate MTA information in an easy manner.
ACCESSIBILITY APP
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Beneficial for those with disabilities that need extra help when traveling on public transportation.
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Includes new features such as Audio Listenings & Transcripts.
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Disabled users can feel safer with this new app.
TICKET KIOSK
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Saves time due to the quick and fast navigation.
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Easy process to buy or refill a ticket.
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Rather than old and outdated machines, this one is new with a fresh design to it.
DIGITAL KIOSK
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Is helpful for those who need to view schedules or live status.
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Makes the time pass when people are waiting for the subway.
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Users are able to call for help straight through the digital screen.
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