Introduction
This project was done in collaboration with ScadPro and Deloitte. In our mission to reimagine public transportation in Los Angeles, our team aimed to transform the customer experience, making public transportation a convenient, safe, and enjoyable choice.
The Challenge
The main objective of our project was to establish an environment where choosing public transportation is the preferred option for Angelenos, encouraging a shift away from personal vehicles towards a more sustainable and efficient transit system. By adopting a customer-centric approach, we aimed to address the concerns and difficulties faced by riders, elevating their experience to new levels.
Project Type
UI/UX Design
Duration
3 Months (Spring 2023)
Tools
Miro, Figma, Photoshop, Illustrator, Canva, Zoom
Independent/Team
Team
Swot Analysis
Pain Points
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Safety and welfare: floor trip hazards (sticky/slippery/old floors)
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Safety/Social: not enough security
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Wayfinding: can be confusing, there are unclear maps inside and outside wagons
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Not enough lines that get to and from the beach
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Frequency of trains ranged from 12-20 min
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No unified app
Nervous
Anxious
Scared
Unsafe
Framework Ideas
User Personas
Ito, The Tourist
A recent university graduate from Tokyo who's on an exciting journey with five friends to attend the LA 2028 Summer Olympics and enjoy the nightlife.
Maria, Low Income Rider
A low-income housekeeper who is a public transportation-dependent and also needs to keep a tight schedule while traveling over the city daily.
Davis Family, The Family
Sarah and Paula and their two children who live in the Silver Lake area and are looking for economical ways to entertain their two young kids through a clean and safe transit system.
Shawn, Office Worker
Shawn is a worker for a consulting firm, who is passionate about keeping his commute environmentally friendly.
Ito
The solutions
Planet Pal
An interactive data visualization tool that keeps track of users carbon footprint and identifies the neighborhoods where they make the most significant contributions.
Plan Your Ride
This section offers convenient features allowing you to plan your ride quickly and efficiently. Directions, live updates, scheduling rides, access to saved rides and filtering between transportation modes right at your fingertips!
App for public transit
The “Rewards” section serves as the primary destination for rider incentives within the app. This section is divided into two sub-pages: “Points” and “Achievements.
The “Card” section serves as a digital wallet, providing users with a seamless and visually engaging payment experience. One of the key advantages of the “Card” section is its ability to facilitate easy charging on the go.
The “Profile” section prominently displays ride count, friends, points, saved destinations and ride history.
At train and bus stations
Digital kiosks at stations
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Passenger's profile information is linked to their NFC card, enabling them to scan it at digital kiosks within stations.
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Search for destinations, get personalized route suggestions, pinpoint the fastest route and breeze through transfers with clear, step-by-step guidance.
NFC card
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A circled badge that can be easily attached to a rider’s phone for accessibility and visibility.
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Effortlessly access stations, board vehicles, and make transactions with one-tap system, eliminating the need for physical tickets and reducing waiting times.
Campaign
"Say Goodbye To" Campaign
Focus on negative aspects of driving while highlighting the advantages of using LA Metro. Addresses common frustrations such as traffic congestion, parking hassles, and high gas prices, to position public transportation as an attractive alternative.
"Get On Board" Campaign
Advertising slogans & inclusive messaging to target all demographics, including LAX tourists. Social media, airport, transit & outdoor ads drive engagement. Youth focus: interactive metro streaks filters & games.
Partnerships
Our proposal suggests that LA Metro collaborate with various business partners to explore sponsorship opportunities within the Metro system. These partnerships would involve incorporating inspiring artwork that goes beyond traditional promotional posters or ads, adding visual appeal to the Metro experience.
The Lego Group
