unsucking the dc metro farecard machines jes koepfler, consultant, smart design may 10, 2010 image...
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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
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3
3
3
3
4
4
4
5
7
9
11
11
13
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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 nowkiosk 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
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What do you like best? (responses)