Categories: UI/UX, Research, Book, Concept, Team Work

2019

Brief Process

The team consists of 15 people, five industrial designers, five interior designers and five graphic designers. During the 10 weeks, our work was evenly distributed. We expressed our views in the early stage and then selected the four best concepts and interfaces to bring to the mid-term presentation. After the modification in the remaining five weeks, we finally took three concept maps and interfaces to the final presentation.

Objectives

Design System

Learned

Thinking Process

Discover

To deliver an empathetic solution to MARTA’s Bus System by promoting inclusivity and pride for ridership, employees and the wider community through improved and interactive bus shelters.

Typeface

Helvetica Neue Family

Color

CMYK

Team Works, Research, Communication Skills, Design Thinking, UIUX.

Asked For

Useful amenities for underserved communities that are bus dependent.
Designs that can be both scalable & customizable.
A meaningful design that serves all MARATA communities equally.
Something that can fill the gap when MARTA can’t.
Carry the Artbound initiative beyond the rail stations.

Feedback

Some riders feel that MARTA has done a satisfactory job in the areas of security, facilities, and amenities.
MARTA users feel as though the transit system has a satisfactory reach and that they are able to get most places they need in Atlanta.
Facilities lack a “wow” factor or distinct characterization.

Changes

MARTA needs to enact large scale change and growth on a governmental level.
MARTA is not doing enough as a company to warrant riders’ patronage.
MARTA must provide basic comforts to those waiting for services.

Improvement

MARTA needs to enact large scale change and growth on a governmental level.
MARTA is not doing enough as a company to warrant riders’ patronage.
MARTA must provide basic comforts to those waiting for services.

Connections

MARTA has the opportunity to emphasize community and be more than just a Transit system.
Marta resources are often used by both patrons and non-riders. Non-profit organizations also utilize MARTAs public spaces.
MARTA’s staff and riders are often kind and helpful in navigating the transit system.

Communication

The MARTA app is unhelpful and riders are forced to use other apps. Even MARTA suggests other apps while using valuable. sign space to advertise their own.
How to get off the bus at the right time is not clear to riders.
The signage provided by MARTA is unsatisfactory and unclear.
The system of using and reloading a Breeze card is vague and confusing.

Stakeholders Map

Persona

Problems

Key Insights

Both personal & systematic changes are needed for Marta to attract more riders and satisfy current riders.

My MARTA trip is also affected by the periods and variables that happen before & after.

My time and well-being are important to me and MARTA’s services need to reflect that.

The facilities and services provided by MARTA are underwhelming

MARTA has the opportunity to emphasize community and be more than a transit system.

Navigating the transit system is confusing and the information provided by MARTA is lacking & unhelpful.

Interactive Elements

The analysis of the feedback during Midpoint Review, resulted in five new driving goals for further concept development of the final deliverables. Each of the four concepts were measured against the rubric of these five goals. In doing so, the concepts were narrowed down to three based on how effectively they were able to satisfy each of the goals, to meet the needs of MARTA employees and ridership.

Screen Shot 2020-11-16 at 4.16.13 PM.png

Design Process

Sketches

Solution

Process Book

Goal

With the simplest design, this ten-week working process will be presented.

Size

8 x 8 inch

The re-optimized App allows passengers to quickly observe the arrival time of the vehicle, Signing into the personalized mobile app allows the rider to purchase a mobile pass. Riders can also create own unique bus card cover, not only to promote advertising can also improve the use of time.

Rider App

iPhone-8-Plus-Mockup-Free-Psd-Download_e

The kiosk was designed as an alternative to the current way-finding options MARTA provides at its shelters. The rider will receive this message on the kiosk screen once they have transferred the directions to their phone.

Interactive Kiosk

View Prototype

This responsive website was created to make the transaction of purchasing a bus shelter easier for both MARTA and the communities purchasing them. The site includes approximate pricing and the option to customize a shelter special to the community. Consumers are also able to check the status of their order so they know when to expect their new shelter.