Unsucking the DC Metro Farecard Machines

1. Unsucking the DC Metro Farecard Machines JesKoepfler, Consultant, Smart Design May 10, 2010 Image Source: http://unsuckdcmetro.blogspot.com/

2. Landscape Review - People like to touch things Image Source: www.timholl.com/portfolio_digital.html Image Source: http://gpsinformation.org/grogan/rm2000/getProdImage.jpg Fore more on touchscreens: http://www.touchusability.com/ Photo by Dana Morrissey Image Source: http://www.protouchblog.co.uk/wp-content/uploads/2009/07/layers-of-painting.jpg Photo courtesy of Dana Morrissey Image Source: http://regmedia.co.uk/2010/01/27/ipad_rgb.jpg

3. Funneled Approach to Needs Analysis Photo by Jes A. Koepfler

4. Expert Review with Station Manager(n=1) Photo by Jes A. Koepfler

5. Unobtrusive Observations (n=20) Photo by Jes A. Koepfler

6. 87 Stations 3 Fare Types Information Overload 5 Purchasing options 3 Pass options 3 “Steps” 3 Slots 11 Debit/Card Types 3 Machine types Lots of confused people Photo by Jes A. Koepfler

7. Information Overload 671 WORDS! Photo by Jes A. Koepfler

8. Viral Web Survey

9. N=118 in less than 48 hours • 4 Closed Questions • Experience • Frequency of use • Satisfaction • List of possible negative experiences • 8 Open-ended Questions • Most recent experience • Tasks trying to achieve • Improve experience • Challenges • One thing to change • Ideas for change • Like best • Anything else • 5 Demographic Questions • Gender • Age • Living environment • Primary method of trans • Closest metro system

10. Sample Description (n=118)

11. Sample Description (n=118)

12. Sample Description (n=118)

13. Results - Experiences

14. “I hate having to calculate fares in DC – it’s so annoying! I lived in NYC for 3 years and I’d honestly rather pay $2 per trip than by distance.” “I am doing this rarely enough to always feel anxious.” Results - Challenges “I thought I knew what I was doing, but I had some trouble hitting the right button to complete the ‘sale’” “I’m very familiar with the machines so rarely have problems. Even now, though, I do have to read the instructions since many of the steps aren’t intuitive.” “Someone needs to help the poor tourists.” “Can’t we have some tourist only machines?” “Overall, a real subpar experience.”

15. “Signs saying Smartrip card lines only. This would separate uninformed casual riders vs. Smartripcarriers who know how to efficiently navigate their way through the Metro.” Results - Changes “Anywhere within DC is the same price, right? So if that is the case, why show every possible price point?” “I’m not so concerned about the farecard machines as I am my train crashing and burning in a horrible conflagration.” “If they could package the attendant in the machine, that would be best.” “Design it easy to use with a touch screen like the modern Bank of America ATM.” “Everything blurs and I end up looking around for the appropriate button even though I have used the machine 100 or more times.” “Kick WMATA swiftly in the backside to get technology that has been around since 2000.”

16. Results – Challenges & Changes

17. Data-driven Design - Early mock-up of metro station *Increased number of machines *Two different user areas and info architecture– commuter and visitor *All machines take same things (cash, cc, farecards, etc.) *Spatial layout to reduce stress for Novices and increase efficiency for Experts and Advanced users *Improved signage and use of color to drive user traffic Photo by Jes A. Koepfler

18. Data-driven Design – Early mock-up of info architecture *Smart Benefits and account balances can be checked and managed online *Interactive map calculates fare automatically for user *Streamlined info architecture for commuters and visitors *Automatic processor upgrades for all machines Photo by Jes A. Koepfler

19. Data-driven Design - Paper prototype for evaluation *Static nav on all pages of interaction: back, audio, enter, cancel, backspace, help *Updatable LED screens for alerts, farecardmachine sign, and directional signage *One card swipe area for all card times 47 words (624 fewer than the original) Photo by Jes A. Koepfler

20. Evaluation – Scenario-based testing of central innovations Beyer, 2003, Paper Prototyping in the Large, http://incontextdesign.com/articles/paper-prototyping-in-the-large/ Photo by Jes A. Koepfler

21. “It’s so simple, really an excellent layout.” Evaluation – Summary of findings “Obviously, it’s set up in your home, but it split off [commuter/visitor] early, so I didn’t feel rushed.” Photo by Jes A. Koepfler

22. Next Steps – Future testing & design • Future testing should be conducted with the next level of prototype fidelity – a working link-based system set up in a Metro station with actual Metro users. • Signage and placement of signage would need to be tested during both crowded and low-volume periods. • Testing should occur with marginal audiences – those not represented by the survey and testing, including the elderly, those in wheel chairs, and other specialized groups. • Develop the associated mywmata.com site and test for the online/on-site cohesiveness • Apply the actual color scheme and finalize machine dimensions. • Testing various setups of the machine areas: ability to switch machines between types based on time of day – 7-10am, 4-8pm, Metro controlled, or by user

23. Thank you Farecard is brokenwho do I ask for help nowkiosk man sleeps sound -Mike B. My ride this morningdelivered me safely andon time. I just drove. -Roma SmartTrip is not smart.FareCard's not fair. What of theCenter of the car? -Anonymous Source: http://unsuckdcmetro.blogspot.com/2010/03/metro-haiku.html

24. Additional Results Slides Follow

25. Results - Satisfaction

26. Results – What users appreciate