SFMTA MUNI

Transit Trip Planner

Reduce Congestion by Increasing Ridership
THE CLIENT

San Francisco Municipal Transportation Agency (SFMTA)

THE PROBLEM

SFMTA wants to increase MUNI ridership during off-peak hours to alleviate congestion & increase revenue. They believe a new web app could help.

Riders and potential users are deeply unhappy with Muni service and how unpredictable it is. 

 

Their frustration and disappointment stem from poor service, the mystery of muni timing, and the lack of control to manage the trip time.

THE SOLUTION

Empower riders with info and control
  • Giving users more control will give them a better experience.

  • Empowering people to plan their trips better will give them a greater sense of control.

  • Focus on what happens before they get on the bus.

  • Wait times will feel shorter, and they will actually be shorter with better planning.

DATE

April 2015

MY ROLE

Interaction Designer​

Participatory Design

Lead workshops

Developed personas 

Sketch noting and whiteboarding

Storyboarding user flows

RESEARCH AND REPORTING

User research

Market and competitive analysis

User interviews

ITERATIVE DESIGN

Rapid prototypes

Testing

Peer reviews

Stakeholder reviews

INFORMATION ARCHITECTURE

Web app design

Microinteractions

Wireframes​

PRIMARY TOOLS

Hand sketching

Sketch App

Invision

"I’d rather ride my bike in the rain"

THE SOLUTION IS MORE CONTROL

NEXT LEVEL SOLUTION

INTERACTIVE BUS STOP MAP

Leverage and scale up the mobile app 

Connect with Local Businesses 

Use data visualization to better inform the users' expectations

​​Real-time geotracking for all Muni Vehicles for up-to-date location of the next bus

Trip planner for multiple stops and multiple means of transportation 

INTEGRATE SFMTA STOPS WITH
LOCAL BUSINESSES

 

Local businesses can offer discounts targeted at passengers waiting at nearby bus stops.

MORE ACCURATE REAL-TIME DATA  

Riders will feel more confident that they will arrive at their destination safely and on time.

With accurate arrival times of the entire bus line, passengers can even decide to skip the next bus in order to get a coffee or run errands.

DISCOVERY

WE INTERVIEWED DOZENS OF PEOPLE 
INTERVIEW’S KEY QUESTIONS

- Who are non-riders and why do they not use Muni?

- How does SFMTA draw new riders?

- How does SFMTA encourage off-peak ridership?

REASONS PEOPLE DON’T WANT TO TAKE MUNI

Unreliable

I'm too impatient to wait

It's confusing

Crazy people + dirty 

Slow; Faster to bike

Always Disappointed

I'd rather walk

It feels dangerous

Waited 40 minutes

Uber is instant

SYNTHESIS  AND INSIGHTS

Perceived wait time can feel greater than actual wait times.

​Many riders feel they wait about 50% longer than they actually do.

Wait times will feel shorter, and they can actually be shorter with better planning.

People want to know the last minute they can leave and still catch the bus.

Empowering people to plan their trips better will give them

a greater sense of control.

People prefer riding their bikes even though it may be much more difficult because it's still a better experience.

By focusing more on what happens before people even board the bus, you can significantly improve their experience on the bus.

SORTING, GROUPING, AFFINITIES

"People feel a deep lack of control when taking Muni"
Common Concerns 
before even getting on the bus

At the center, people need more control

TEST THE SOLUTION

EARLY PROTOTYPES

 

Allow people to plan multiple-stop trips

Allow the use of multiple means of transportation

Allow them to see real-time location of the next bus

Create a safety rating system so people can determine which routes are best to take at night

Multiple-stop trips

Choice of multiple means of transportation

Real-time location of the next bus

Safety rating system 

TESTING PAPER PROTOTYPES

Test prototypes to see if leveraging new technologies and integrating them with older technologies will improve the public transport experience

EARLY WIREFRAMES

HIGH RESOLUTION PROTOTYPES

BUS STOP SOLUTIONS

REAL-TIME UPDATES AT ALL BUS STOPS

Install the same interactive mobile app at all bus stops to dynamically communicate system-wide information

Live GPS locations of multiple bus lines, indicating bus distances by intersections with delays and news updates

 

Giving the rider up-to-date schedule information will remove anxiety and allow for better planning

INTERACTIVE TRIP PLANNING ON DYNAMIC TOUCHSCREEN DISPLAYS

Input multiple start and endpoints and get back a route and schedule recommendations

Allowing the rider to plan multiple-stop routes right at the stop will give them better control

Provide estimates of walking and biking times between stations, avoiding hills and high traffic areas

Bus routes that sync with bike routes

ADS FROM LOCAL BUSINESSES
SURROUNDING THE BUS STOPS

Displaying local businesses can bring in ad revenue and allow users to make a quick purchase while waiting for the next bus

Businesses can offer discounts targeted at passengers waiting at nearby bus stops.

 

 
THE CURE FOR BUS STOP BOREDOM AND THE LACK OF CONTROL

But that won't solve the deeper problem.

People need even more incentive if they are going to give up their cars.

They need:

FAST - AFFORDABLE - ENVIRONMENTALLY GREEN TRANSPORTS

Muni's outdated infrastructure has been riddled with delays for decades.

The vehicles have to use the streets, so traffic makes the trips slow, and delays are an epidemic.

OUT OF SCOPE / FUTURE SOLUTIONS

BRANDED MONORAILS 

Large tech companies can help fund the train system in exchange for branding the cars.

 

With monorails, users can rely on a system that does not touch the streets and therefore is not affected by traffic.

 

Express trains can run along Van Ness and Geary's wide medians

 

Cheaper to build than subways

Less disruptive during construction

The system will become a tourist attraction similar to the vintage trolleys

COLOR-CODED BUS LINES

Recognize your bus from blocks away

Reduce anxiety when figuring out if that bus down the street is yours.

Color can create excitement

ONBOARD VIDEO DISPLAYS

Provide trip information, entertainment, and advertising

 

Letting people know where they are on the route, with all stops, cross streets, and ETA information reduces anxiety.

Entertainment can distract people, helping the time pass faster and making them feel safer, thus providing a superior experience.

© 2015    Charles    Perretti   Design    Build

 

charlesperretti@icloud |   San Francisco, CA 94122  |   Tel: 415-359-7545   

 To see my previous Product Design portfolio   www.perrettidesign.com