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Agenda for Today
• Introduction
• Motivation
• Framework
• Demo of Proposed Solution
• Usability Evaluation
• Cost & Revenue Model
• Limitations
• Future Recommendations
PAAC Mobile Trip Assistant
PAAC Background
and Stats
Since Mar 1964, providing public transportation throughout
730 square-mile area
• 860 buses
• 80 Light rail vehicles
• 4 incline cars
• 450 ACCESS vehicles
• Covers around 15,800 stops and 250 shelters
• Every $1 million investment supports 36,000 jobs
• Avg. weekday passengers – 230,000
PAAC Mobile Trip Assistant
In Allegheny alone, 85% travel by Bus
workplaces school social visits
medical appointments other
54%
15%
PAAC Background
and Stats
Source: PAAC
PAAC Mobile Trip Assistant
In the News Recently
Increasing Cost• Fuel Prices• Environmental Requirements• Rising Healthcare• Legacy Cost - Pension
Statewide Funding Crisis - FY2011• Revised Operating Budget• Reduction of $30 million
Which Resulted in • Increased Fares (Jan 1, 2011)• 35% Service Reduction• Longer Wait Times• Retrenchment of 500 employees
PAAC Mobile Trip Assistant
PAAC Mobile Trip Assistant
The Question
How do we provide our passengers better
service as we tide through the tough times?
Purpose of Proposed Solution
PAAC Mobile Trip Assistant
Value-Added Service• Given the cutbacks in frequency, riders can
reduce the pain of waiting - by knowing
Generating Revenue• Additional Channel for Advertising
A Smartphone Application that would provide:
1. Passengers with service information
2. Create an avenue for feedback
3. Create revenue opportunities for PAAC in
the long-run
Choosing an
Application Framework
Fragmented Market
Source: mobileburn
Some Considerations• Fragmented Operating System Market • Varying Dominant OS• Proprietary Languages• Personal Preferences• Compatibility and Marketability
PAAC Mobile Trip Assistant
Hmmm…
PAAC Mobile Trip Assistant
How do we reach out to a market that is so fragmented?
A lightweight, cross-platform application that
can be presented on passengers mobile device
Scenario Walkthroug
h
Scenario 1: Planning a trip
Bin is a student of CMU. He needed to catch a bus to Waterfront for his interview. Being cold and wet outside, Bin would like to know when is the best time to catch his bus…
PAAC Mobile Trip Assistant
ScenarioWalkthrough
Scenario 2: News
Wondering if there was going to be disruptions to the service, Bin checks the Twitter Feeds to ensure that he is kept updated
PAAC Mobile Trip Assistant
ScenarioWalkthrough
Scenario 3: Feedback
Fortunately, there we no disruptions, and Bin was able to make it Waterfront without waiting too long in the cold; he is happy but the heater for the bus was not working. He decides to leave a feedback for PAAC
PAAC Mobile Trip Assistant
User Centered
Design
PAAC Mobile Trip Assistant
How do we ensure that the application serves its purpose, by serving the users?
Iterative Usability
Feedback
Paper PrototypeSketch and Rough Process FlowDesign Goals and Design Guidelines
Improve and IterateActual Interaction and DesignSummative Evaluation
Dollars and Sense
How this benefits
both PAAC and its
passengers
Distribution
• Free Application
• Available on App Stores
• Mobile Browsers
Revenue Sense
• Increase channels to
grow advertising revenue
• Passenger satisfaction
• Avenue for Feedback
PAAC Mobile Trip Assistant
Cost Structure Overview
Development
Maintenance
Refinement
Marketing
Data Cleansing
Native API Integration
Increased Advertising Revenue
Increased Passenger Ridership
PAAC Mobile Trip Assistant
Web Application
• Performance and Transfer Speeds
jQuery Mobile & PhoneGap
• Growing but Limited Cross Platform Plugins • Still in Alpha Development
GPS – Location Information
• Not available on all phones• Privacy Concerns
Source of Information
• Needs to be cleanse (Duplicates)• Locally stored vs. Cloud
Shortcomings of the
Prototype Design
PAAC Mobile Trip Assistant
Future Recommendation
s
Show Path of Travel
• Walking and Transfer Paths
Reminder of Scheduled Ride
• SMS Reminder or Calendar Integration• Notifications and Contact (Native APIs)
Robust Queries
• Increase POIs• Error Handling
Feature Phone Capabilities
• VoiceXML + DTMF• SMS Services
PAAC Mobile Trip Assistant
Conclusion
• The Motivation
• Framework Rationale
• Application Demonstration
• Sustainability
• Shortcomings
• Future Recommendations
PAAC Mobile Trip Assistant