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Selected Works

ṫɨnnɨṫus

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Selected Works

Where in the ATL?

Building Interactive Signages for the new BRT

The Metropolitan Atlanta Rapid Transit Authority (MARTA) is a vital public transit system serving the metropolitan Atlanta area. As part of MARTA 2040, Summerhill Bus Rapid Transit (BRT) started construction in the summer of 2023. Summerhill BRT is a 5-mile dedicated bus route which will establish a transit link, connecting Downtown Atlanta to the Capitol Gateway, Summerhill, Peoplestown, and the Atlanta BeltLine. In the pursuit of improving customer experience, MARTA envisions the deployment of digital signage at Summerhill BRT encompassing functions such as ticket vending, digital screens displaying service alerts, bus schedules, and route maps.

How might we help

MARTA BRT riders

find the

information they need

for their journey via

digital signage

Trip Planning

Information Guide

Language Barrier

Accessibility

Cross-Platform Consistency

First-Time Users

What do users want for the new interactive signages?

Ethnographic Observation

Semi-structured Interview

Contextual Inquiry

Survey

Comparative Analysis

Affinity Mapping

We selected 5 research methods during the research phase.

Ethnographic Observation:

3 Bus Stops

How do people currently behave at MARTA bus stations?

What are the current services provided at MARTA bus stations?

What are the contexts where users make decisions?

Contexts where users make decisions

Ethnography:

3 Bus Stops

Current user behaviors at bus stations

Current services at bus stations

What are the contexts where users make decisions?

Contexts where users make decisions

Contextual
Inquiry:

3 Participants

How do people currently behave at MARTA bus stations?

What are the current services provided at MARTA bus stations?

What are the contexts where users make decisions?

Unexpected scenarios outside interviews

Contextual Inquiry:

3 Participants

Issues encountered when buying a ticket

Users' experiences during the ride

What are the contexts where users make decisions?

Unexpected scenarios outside interviews

Semi-structured Interview:

4 Participants

Drill down on specific behaviors or habits observed from other research activities.

4 Participants

Drill down on specific behaviors or habits observed from other research activities.

Comparative
Analysis:

How is MARTA BRT different from other BRTs in the world ?

4 Cases

Comparative
Analysis:

How is MARTA BRT different from other BRTs in the world ?

4 Cases

Survey:

186 Participants

Who are the users of MARTA?

What are users' general preferences?

What are users' ratings of the current systems?

What assisting tools do users use for MARTA rides?

What is the hardest part of the journey?

What user wishes are not currently fulfilled?

What are users' ratings of the current systems?

What assisting tools do users use for MARTA rides?

What is the hardest part of the journey?

What user wishes are not currently fulfilled?

Survey:

186 Participants

Who are the users of MARTA?

What are users' general preferences?

What are users' ratings of the current systems?

What assisting tools do users use for MARTA rides?

What is the hardest part of the journey?

What user wishes are not currently fulfilled?

What are users' ratings of the current systems?

What assisting tools do users use for MARTA rides?

What is the hardest part of the journey?

What user wishes are not currently fulfilled?

Conducting Initial Researches

One complicating factor on the path to our goal is that the BRT bus line does not currently exist and thus does not have active riders. Therefore, we will need to dive deep into the behaviors, thoughts, preferences and frustrations of current MARTA bus and train riders, as both of these transport methods incorporate elements of BRT buses. Although we considered narrowing down the user group, we decided to address the needs of all potential MARTA riders, either local residents or visiting tourists. We're placing a special emphasis on the requirements of new riders because, at some point, everyone in the city will be new BRT riders.

We organized our notes into themes.

Findings Analysis: Service and User Perspectives

A challenge in achieving our goal is that the BRT bus line doesn't yet exist, so there are no active riders. To address this, we'll study the behaviors, preferences, and frustrations of current MARTA bus and train riders, as these share elements with BRT. While we considered narrowing our focus, we chose to address the needs of all potential MARTA riders, with a special focus on new riders, since everyone will eventually be new to the BRT system.

If you ask an experienced rider, they might tell you this:

If you ride with MARTA,
you might also notice these
during your journey.

If you ask a first-time rider,
they might tell you this:

If you ask an experienced rider, they might tell you this:

If you ride with MARTA,
you might also notice these
during your journey.

If you ask a first-time rider,
they might tell you this:

Top Priority

Priority

Essential

Local Atlanta resident

Same old MARTA tasks

What exactly is BRT?

New or old MARTA problems?

Where am I in the city?

No one is here to help

How does ATL public transportation work?

Tourist/visitor

Design Ideations

Based on research, the design must …

So we began with some initial concepts.

provide service disruption information in multiple formats and in multiple places.

provide planning details like current time, map, BRT routes, clearly accessible.

include a route map showing bus/train, and transfer points with transfer directions.

add visuals for non-English speakers and an option for Spanish translations.

graphically represent stops so it is easier for users to recognize upon arriving.

direct people to the multiple methods to buy tickets or reload Breeze cards.

Initial Concept Sketches

Map Interaction

Service Alert

Plan Route

Bus/Train Transfer

Findings Analysis: Service and User Perspectives

Preliminary Prototype

Feedback Sessions + Analysis

Finalized Concept

Participatory Design Workshop

Analyzing Findings

Wireframe Prototype

Feedback Session

Analyzed findings based on 4 broad categories:

Visual Design: Are the layout and visual elements conveying the purpose of the wireframes?
Accessibility and Usability: Are there any issues with using the screen based on different capabilities of participants?
Information Architecture: Is information where participants expect it to be?
User Experience: Is overall experience of using the screen to get information useful and pleasant?