agenda for today introduction motivation framework demo of proposed solution usability evaluation...

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


In Allegheny alone, 85% travel by Bus

workplaces school social visits

medical appointments other

54%

15%

PAAC Background

and Stats

Source: PAAC


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



The Question

How do we provide our passengers better

service as we tide through the tough times?

Purpose of Proposed Solution


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

Mobile Application

Changing Times


What are people

using smartphone

s for?


Source: comScore

Mobile Application

Changing Times

Source: mobileburn


Choosing an

Application Framework

Fragmented Market

Source: mobileburn

Some Considerations• Fragmented Operating System Market • Varying Dominant OS• Proprietary Languages• Personal Preferences• Compatibility and Marketability


Hmmm…


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

Architecture Overview


XML

CSS and JS

Application Walkthroug

h


Ready?

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…


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


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


User Centered

Design


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

Examples ofUsability

EvaluationPicking a

date


UsefulUsability

EvaluationSelect a Location

PAAC Mobile Trip AssistantPAAC Mobile Trip

Assistant

UsefulUsability

EvaluationHow it helps


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


Advertising on the

Application


Cost Structure Overview

Development

Maintenance

Refinement

Marketing

Data Cleansing

Native API Integration

Increased Advertising Revenue

Increased Passenger Ridership


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


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


Conclusion

• The Motivation

• Framework Rationale

• Application Demonstration

• Sustainability

• Shortcomings

• Future Recommendations


Thank You

agenda for today introduction motivation framework demo of proposed solution usability evaluation...

Documents

mobile application

passengers mobile device

trip bin

js slide

comscore slide

bus paac background

scenario walkthrough

smartphone application