Unsucking the DC Metro Farecard Machines

Jes Koepfler, Consultant, Smart Design

May 10, 2010

Image Source: http://unsuckdcmetro.blogspot.com/

Image Source: www.timholl.com/portfolio_digital.html Image Source: http://gpsinformation.org/grogan/rm2000/getProdImage.jpg

Landscape Review - People like to touch things

Image Source: http://regmedia.co.uk/2010/01/27/ipad_rgb.jpg Image Source: http://www.protouchblog.co.uk/wp-content/uploads/2009/07/layers-of-painting.jpg

Photo by Dana Morrissey Fore more on touchscreens: http://www.touchusability.com/

Funneled Approach to Needs AnalysisPhoto by Jes A. Koepfler

Expert Review with Station Manager (n=1)

Photo by Jes A. Koepfler

Unobtrusive Observations (n=20)

Photo by Jes A. Koepfler

Lots of confused people

Information Overload

3 “Steps”

87 Stations 3 Fare Types

11 Debit/Card Types

3 Machine types

5 Purchasing options

3 Slots

3 Pass options

Photo by Jes A. Koepfler

Information Overload

671 WORDS!

Photo by Jes A. Koepfler

Viral Web Survey

• 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

N=118 in less than 48 hours

Sample Description (n=118)

Female58%

Male41%

Prefer not to answer2%

Gender

Car59%Bus

14%

Commuter/regional train

4%

Walking7%

Bicycle6%

Other - moped, combo7%

Primary Form of Transportation M-F

20s60%

30s25%

40s9%

50s4%

60s1% Prefer not to answer

1%

Age

Sample Description (n=118)

Large city/urban area62%

Suburb21%

Small/medium city15%

Rural area2%

Living Environment

Washington, DC88%

Baltimore6%

Other 5%

NYC2%

Closest Metro System (n=112)

Advanced42%

Expert33%

Novice25%

How would you describe your level of expe-rience using a farecard machine?

Almost never Once a year A few times a year

Once a month Once a week Daily

6.8%3.4%

22.0%

45.8%

16.9%

5.1%

How often do you use a DC Metro farecard machine?

Sample Description (n=118)

Results - Experiences

You accidentally pushed the "Audio" button thinking it was another button

You asked someone else in line for help

You tried to put your farecard in the credit card slot

You tried to put your credit card in the farecard slot

You've tried to add money to a SmartTrip card only to find out you were using the wrong machine

You walked up to the machines in a Metro station and simply didn't know where to start

You asked a Metro station manager for help

You accidentally put too much money on a farecard

Machine would not authorize your credit card

You've been forced to give up and walk away without completing your task

Machine would not take your cash

You were unsure how much money you needed for your trip

15.3%

25.4%

25.4%

29.7%

35.6%

38.1%

40.7%

41.5%

47.5%

50.0%

65.3%

65.3%

Negative Farecard Machine Experiences (n=118)

Results - Challenges

“I thought I knew what I was doing, but I had some trouble

hitting the right button to complete the ‘sale’”

“I am doing this rarely enough to always feel anxious.”

“Someone needs to help the poor tourists.”

“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.”

“Overall, a real subpar experience.”“Can’t we have some tourist only machines?”

“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.”

“Anywhere within DC is the same price, right? So if that is the

case, why show every possible price point?”

Results - Changes

“If they could package the attendant in the machine, that

would be best.”

“Signs saying Smartrip card lines only. This would separate

uninformed casual riders vs. Smartrip carriers who know how to efficiently navigate

their way through the Metro.”

“Everything blurs and I end up looking around for the

appropriate button even though I have used the machine 100 or

more times.”

“I’m not so concerned about the farecard machines as I am my train crashing and burning in a

horrible conflagration.”

“Design it easy to use with a touch screen like the modern

Bank of America ATM.”

“Kick WMATA swiftly in the backside to get technology that has been

around since 2000.”

Results – Challenges & Changes

Improve Help options

New pass types for commuters

SmartBenis and Card auto-linked

Signage, language, labeling

Different machines for different user types

Fare change/coin issues

Add farecard balance to ST card

Numeric keypad

Touch screen

Reduce text, buttons, steps, etc.

More machines

Web/mobile

Need for hierarchy/improved info architecture

Improve processing speed

Smart system for fare calculation

All machines accept the same things

2

3

3

3

3

4

4

4

5

7

9

11

11

13

13

19

Challenges and Changes (emergent response totals)

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.)

*Improved signage and use of color to drive user traffic

*Spatial layout to reduce stress for Novices and increase efficiency for Experts and Advanced

users

Photo by Jes A. Koepfler

Data-driven Design – Early mock-up of info architecture

*Streamlined info architecture for commuters and visitors

*Interactive map calculates fare automatically for user

*Smart Benefits and account balances can be checked and managed online

Photo by Jes A. Koepfler

*Automatic processor upgrades for all machines

Data-driven Design - Paper prototype for evaluation

47 words (624 fewer than the original)

*Updatable LED screens for alerts, farecard machine sign, and directional signage

*Static nav on all pages of

interaction: back, audio, enter, cancel,

backspace, help

*One card swipe

area for all card

times

Photo by Jes A. Koepfler

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

Evaluation – Summary of findings

Photo by Jes A. Koepfler

“It’s so simple, really an excellent layout.”

“Obviously, it’s set up in your home, but it split off [commuter/visitor]

early, so I didn’t feel rushed.”

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.

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.

Signage and placement of signage would need to be tested during both crowded and low-volume periods.

Develop the associated mywmata.com site and test for the online/on-site cohesiveness

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

Apply the actual color scheme and finalize machine dimensions.

Thank you

Farecard is brokenwho do I ask for help now

kiosk man sleeps sound-Mike B.

My ride this morningdelivered me safely and

on time. I just drove.-Roma

SmartTrip is not smart.FareCard's not fair. What of the

Center of the car? -Anonymous

Source: http://unsuckdcmetro.blogspot.com/2010/03/metro-haiku.html

Additional Results Slides Follow

Results - Satisfaction

Not at all Satisfied=1 2 3 4 5 6 Extremely satisfied=7

4.2%

5.9%

8.5%

14.4%

26.3%

22.9%

17.8%

On a scale from 1-7, how satisfied were you with your most recent farecard machine experience? (n=118)

Mean=4.92Median=5.00Std. Dev.=1.63

Results – What users appreciate

Smart Benefits

Instructions/rates on machine

Color, large buttons, other aesthetic

Smartcards

Adding $ to Smartcards

Fast, efficient

Convenient, location, self service

Take cc or cash

SmartTrip touch pad

Easy for experienced riders or simple tasks

Nothing or sarcastic comment

3

4

5

7

7

8

8

9

10

24

26

What do you like best? (responses)