MARTA BRT Interactive System
Role
UX Designer (Group of 4)
Duration
16 weeks
Design Objective
To create an interactive system of digital signage to help MARTA BRT Riders find the information they need for wayfinding.
Who is ?
Atlanta's public transit operator that runs trains, buses, and streetcars.
MARTA has an annual ridership of over 5.6 million people around metro Atlanta.
MARTA is the 8th largest rapid transit system in the US with 4 train lines and 101 bus routes.
What is Bus Rapid Transit (BRT)?
BRT combines the flexibility of buses with efficiency of trains for a lower cost.
MARTA's pilot BRT project at Summerhill opens in 2025, just in time for the FIFA worldcup.
Includes features like a 65 inch screen at stations, dedicated bus lanes, and offboard fares.
Why is designing digital signage at BRT stations important?
Will be essential in helping BRT riders successfully complete their journeys.
Will help riders learn about points of interest, increasing their knowledge of Atlanta.
Used as a template for future BRTs to create a consistent user experience.
01 User Research
02 Research Findings
03 Design Outcomes
1. Points of Interest are very engaging.
2. Live Tracking is a handy feature and must be prioritized.
3. Service Alerts are time-sensitive.
4. Scanning a QR code is helpful to continue the journey on a personal device.
1. Overlay on the map can be confusing and crowded, unsure of what each stop represents.
2. Overwhelmed with having too much information outside of BRT, especially for first-time users.
3. People at lower heights cannot comfortably interact with items higher on the screen.
Our main takeaway was that prototyping on a 13-inch laptop and user testing on letter-sized paper did not effectively translate to the 65-inch screen we were trying to design.
With the help of a consistent design system, we designed our final prototype.
User Need
Mateo, who is new to the city, is in the mood to try something new and wants to be able to look at the map to explore new places nearby.
User Action
Explore places to visit near their destination.
Feature
'Explore Atlanta' to explore popular landmarks in Atlanta.
User Need
Mateo, who is new to the city, needs assistance with knowing what bus/train to take to reach the soccer stadium.
User Action
Users try to plan their route through their phone or ask for help.
Feature
'Plan Route' to identify the different ways to navigate to the desired destination.
User Need
Zola, who takes the MARTA every day, needs to know in real-time where the next bus is and how long it will take to reach her stop.
User Action
Users currently look at station displays to find real-time information.
Feature
The default map displays the buses on the route in real time. The 'Live Tracking' feature, now promoted to the top of the interaction hierarchy, allows users to track other trains and buses in the network.
User Need
Zola is bringing her bike on her next MARTA trip and needs directions on how to mount the bike to the bus.
User Action
Users currently ask the driver or someone else for help, which delays the bus.
Feature
Special rider needs like carrying the bike and wheelchairs are addressed under 'Rider Needs' that provides vital information for riders.
User Need
Mateo arrives at the station and discovers that the kiosk is broken.
User Action
Users wait for staff assistance to purchase a ticket.
Feature
'Fare Assistance' is a feature that allows users to report broken kiosks and provides information on alternative ways to purchase tickets.
User Need
Zola is traveling with a friend in a wheelchair. The friend is unable to interact with screen elements that are at standing height.
User Action
Users ask for assistance or do not interact with the screen at all.
Feature
'Adjust Screen Height' is an accessibility feature that allows users at various heights to access all parts of the screen.
04 Evaluation and Recommendations
Expert Testing Methods
1. Task-based Cognitive Walkthroughs
2. Heuristic Evaluation
Conducted @ MARTA HQ on a 65 inch screen
5 participants - 2 content experts, 3 UX experts
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1. Task-based Cognitive Walkthroughs
Goals:
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Evaluate the Discoverability of Design
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Validation of Design and Implementation
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Identify Accessibility Issues
Check the weather, then find an interesting place to visit near your destination.
Look up how to get from your current station (Summerhill) to Peachtree Center.
Check on where the bus on Route 2 is currently.
Find out how to put your bike on the bus.
Find an alternative way to pay for your ticket after discovering that the ticket kiosk isn't working.
Adjust the screen height to match your own height.
2. Heuristic Evaluation
Goals:
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Evaluate Usability
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Evaluate Consistency
Match between the prototype and users' mental models
This heuristic evaluates how well the prototype speaks the user’s language, with words, phrases, and concepts familiar to a user, rather than system-oriented terms.
The prototype hides the details of the software’s internal workings (that the user has no control over) well.
The prototype is below average in performing obvious actions automatically, without prior user confirmation.
Consistency and Navigational Clarity
This heuristic evaluates how well the prototype facilitates user flow with a consistent layout and consequent naming.
The current user location within the system and the flow is not clearly indicated (e.g. breadcrumbs)
Users can easily get back to the Main Window or a relevant start point.
Simple Information Architecture
This heuristic evaluates how well the system provides the user with the exact information that is needed and in the right place.
The prototype is average at precisesly drilling down the information and filtering.
Text and content are legible with good typography and visual contrast.
The prototype's content is average at following an inverted pyramid structure
User Testing Methods
1. Semi-structured Interviews
2. Task-based Usability Testing
Conducted @ College of Design on a 55 inch screen
4 participants from MARTA's Rider's Advisory Council
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1. Task-based Usability Testing
Goals:
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Effectiveness in meeting user expectations
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Effectiveness in addressing accessibility issues
Check the weather, then find an interesting place to visit near your destination.
Time to complete: 54.5 secs
Number of errors: 0.5
Number of steps: 5.5
Look up how to get from your current station (Summerhill) to Peachtree Center.
Time to complete: 113.75 secs
Number of errors: 0.25
Number of steps: 4.25
Check on where the bus on Route 2 is currently.
Time to complete: 32.75 secs
Number of errors: 0.5
Number of steps: 3.5
Find out how to put your bike on the bus.
Time to complete: 17 secs
Number of errors: 0
Number of steps: 2
Find an alternative way to pay for your ticket as the ticket kiosk isn't working.
Time to complete: 25.5 secs
Number of errors: 0.25
Number of steps: 2.5
Adjust the screen height to match your own height.
Time to complete: 21 secs
Number of errors: 0
Number of steps: 2
2. Semi-Structured Interviews
Goals:
-
Effectiveness in meeting user expectations
-
Understanding visual clarity and effectiveness
Design Recommendations
Based on feedback from user and expert testing
05 Learnings and Takeaways
Working with MARTA was an extremely rewarding experience. I was able to take charge of the design process and work collaboratively with users at every stage of the design. After talking to numerous users and presenting our final design at the MARTA headquarters, I reflected on our process and have jotted down a few key takeaways.
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1. Talk to Users Early and Often
Throughout the semester, our team maintained regular communication with MARTA's Riders Advisory Council and other MARTA users. This engagement not only facilitated valuable feedback on our concepts but also involved users in the ideation process. This approach allowed us to validate our ideas early on, minimizing the risk of investing excessive time in potentially flawed concepts and promptly identifying usability issues. The success of our project was greatly influenced by the invaluable insights gained through user testing.
2. Consider Physical Context in Design
Our solution focused on utilizing a 65-inch screen at BRT stations for information delivery, posing unique challenges. Prototyping on a 13-inch laptop with Figma did not effectively translate to the larger screen. Physical prototyping on whiteboards and testing on 65-inch screens proved crucial in understanding the usability of our prototype in its intended context. Considerations such as the screen's size and placement informed decisions related to user input and privacy concerns.
3. Align with User Journeys and Information Needs
Initially encountering issues of information overload and user confusion, we realized the importance of understanding the user's journey and their specific information needs. For instance, users found the display of the entire map of Atlanta's transit system at BRT stations confusing. We adapted our approach to focus on providing users with relevant information in real time, addressing their immediate needs, and minimizing unnecessary complexity.
4. Address Accessibility in Public Systems
Given MARTA's diverse commuter base, our solution aimed to be inclusive for users with varying levels of knowledge about Atlanta and MARTA, as well as those with specific needs such as wheelchair users and non-native English speakers. Proactively considering these factors from the outset, guided by feedback from MARTA and users, enabled us to prioritize accessibility in our design rather than treating it as an afterthought.