12007 RDVO INC
Building the MBTA.COM
22007 RDVO INC
RDVO does…
User Experience
Analysis & Research
Application Development
Digital Product Development
32007 RDVO INC
For…
Complex Websites
Software
Devices
Marketing Applications
42007 RDVO INC
Using…
Rapid Prototyping
Component-based Engineering
Small, Multi-Faceted Teams
A True Focus on User Experience
52007 RDVO INC
A Day in the Life @ MBTA
1 Million Passenger Trips
300 Customer Service Calls
40,000 Website Visits
62007 RDVO INC
Drivers of Website Update
The Need to Modernize
Customer Dissatisfaction
Support for System-Wide Changes
Public Relations and Branding
72007 RDVO INC
Critical Challenges
Diverse User Needs
Corrupt, Outdated Data
Rapid Development Schedule
Broken Systems
82007 RDVO INC
So how do you get there from here?
92007 RDVO INC
Four Phases
Planning, Research, Analysis
Strategy & Prototyping
Application Development
Testing & Deployment
102007 RDVO INC
Initial Findings
90% of website traffic accessed schedules & maps
112007 RDVO INC
Inital Findings
70% of users are repeat visitors
122007 RDVO INC
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
132007 RDVO INC
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%
142007 RDVO INC
Getting to Done
152007 RDVO INC
Six Month Project
2 Months – Requirements & Planning
2 Months – Prototyping
2 Months – Build and Deploy
162007 RDVO INC
Development Challenges
Platform Limitations
Accessibility Standards
Rapid Development Plan
Data Flaws
172007 RDVO INC
ArchitectureTransit Server
Web/CMS Server
Database Server
SOAP CSS/XHTML
JS/AJAX
ASP
DLL’s
182007 RDVO INC
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?
192007 RDVO INC
Architecture
XHTML
PrototypeJS Library
Transit XML Data
ASP/DLL’s
JSON
202007 RDVO INC
The Art of Prototyping
212007 RDVO INC
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.
222007 RDVO INC
The Art of Prototyping
232007 RDVO INC
Final Product
242007 RDVO INC
Results
250% increase in daily trip plans
35% fewer pages viewed/visit
Application Development
Testing & Deployment
252007 RDVO INC
Planned Enhancements
Mobile Website
iPod/Handheld Version
Ongoing Trip Planning Upgrades