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Building the MBTA.COM

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RDVO does…

User Experience

Analysis & Research

Application Development

Digital Product Development

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For…

Complex Websites

Software

Devices

Marketing Applications

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Using…

Rapid Prototyping

Component-based Engineering

Small, Multi-Faceted Teams

A True Focus on User Experience

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A Day in the Life @ MBTA

1 Million Passenger Trips

300 Customer Service Calls

40,000 Website Visits

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Drivers of Website Update

The Need to Modernize

Customer Dissatisfaction

Support for System-Wide Changes

Public Relations and Branding

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Critical Challenges

Diverse User Needs

Corrupt, Outdated Data

Rapid Development Schedule

Broken Systems

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So how do you get there from here?

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Four Phases

Planning, Research, Analysis

Strategy & Prototyping

Application Development

Testing & Deployment

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Initial Findings

90% of website traffic accessed schedules & maps

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Inital Findings

70% of users are repeat visitors

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User Personas & Needs

Frequent Riders

65% of users

Casual Riders

20% of users

First-Timers/Tourists

10% of users

- Schedules

- Service Alerts

- Personalization

- Mobile Tools

- Route Mapping

- Schedules

- Fare Information

- Service Information

- Route Mapping

- Service Information

- Fare Information

- Schedules

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Personas vs. Functions

Frequent Riders(Commuter Rail)

HOMEPAGE Go to Mode-Specific Schedule

60%Go to Specific

Line Page

Get Transit Updates

5%

53%

Get Schedule PDF

9%

Get Schedule Change Info

6%

Exit

70%

Exit50%

Exit78%

10%

Get Details(Query)

Exit39%

Get Schedule PDF

13%

Exit84%

31%

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Getting to Done

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Six Month Project

2 Months – Requirements & Planning

2 Months – Prototyping

2 Months – Build and Deploy

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Development Challenges

Platform Limitations

Accessibility Standards

Rapid Development Plan

Data Flaws

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ArchitectureTransit Server

Web/CMS Server

Database Server

SOAP CSS/XHTML

JS/AJAX

ASP

DLL’s

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Google Maps “Mashup”

How do I get there?

What’s in my area (address or town)?

Where can I get to from here?

What is near my destination?

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Architecture

XHTML

PrototypeJS Library

Transit XML Data

ASP/DLL’s

JSON

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The Art of Prototyping

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The Art of Prototyping

Schedules & Maps Fares & Passes Rider Tools Riding the T About the MBTA Customer Service

Search

Trip Planner

using: Preference:

Trip Must be handicap accessible

time: Depart 9:20 AM date: today

Start:

End:

10 Lourdes Ave Jamaica Plain, MA

20 Holland Street Somerville, MA

Plan Trip

Itinerary 1 39 minutes $1.70

Itinerary 2 51 minutes $2.25 7

7

77

77

Click on any leg for more detailed instructions

Save this TripReverse this Trip

options

Print this Itinerary

The user will be able to interact with the google map – zooming and panning.

Station icons will appear and offer additional information.

Walk to Green Street Station

Orange Line – Oak Grove to Downtown Crossing

Red Line - Alewife Station to Davis Square

Walk to 20 Holland St

All Services

Website Accessibility Business Center Buy Online Contact Us My MBTA

Select landmark or station Load Saved

Select landmark or station Load Saved

This opens a small window where the

user selects a landmark category

and then the landmark.

User can select from their saved

addresses.

Shortest Travel Time Walking limit: 1 mi

Fare for this trip

Charlie Card Charlie Ticket Cash on Board Senior/Disabled Fare$1.70 $2.00 $2.00 $0.80

Monthly Pass: LinkPass $59

TIP: Want more options?Try changing the time of your trip by 5 or 10 minutes.

A tip will appear under the

itinerary that suggest the user adjust their time.

Fares Content will be add to

each itinerary and will display five

different nodes.

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The Art of Prototyping

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Final Product

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Results

250% increase in daily trip plans

35% fewer pages viewed/visit

Application Development

Testing & Deployment

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Planned Enhancements

Mobile Website

iPod/Handheld Version

Ongoing Trip Planning Upgrades