Building the MBTA.COM
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Building the MBTA.COM. RDVO does… User Experience Analysis & Research Application Development Digital Product Development. For… Complex Websites Software Devices Marketing Applications. Using… Rapid Prototyping Component-based Engineering Small, Multi-Faceted Teams

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Presentation Transcript

RDVO does…

User Experience

Analysis & Research

Application Development

Digital Product Development


For…

Complex Websites

Software

Devices

Marketing Applications


Using…

Rapid Prototyping

Component-based Engineering

Small, Multi-Faceted Teams

A True Focus on User Experience


A Day in the Life @ MBTA

1 Million Passenger Trips

300 Customer Service Calls

40,000 Website Visits


Drivers of Website Update

The Need to Modernize

Customer Dissatisfaction

Support for System-Wide Changes

Public Relations and Branding


Critical Challenges

Diverse User Needs

Corrupt, Outdated Data

Rapid Development Schedule

Broken Systems



Four Phases

Planning, Research, Analysis

Strategy & Prototyping

Application Development

Testing & Deployment


Initial Findings

90% of website traffic accessed schedules & maps


Inital Findings

70% of users are repeat visitors


User Personas & Needs

Frequent Riders

65% of users

Casual Riders

20% of users

First-Timers/Tourists

10% of users

  • Schedules

  • Service Alerts

  • Personalization

  • Mobile Tools

  • Route Mapping

  • Schedules

  • Fare Information

  • Service Information

  • Route Mapping

  • Service Information

  • Fare Information

  • Schedules




Six Month Project

2 Months – Requirements & Planning

2 Months – Prototyping

2 Months – Build and Deploy


Development Challenges

Platform Limitations

Accessibility Standards

Rapid Development Plan

Data Flaws


Architecture

Transit Server

CSS/XHTML

SOAP

JS/AJAX

Web/CMS Server

ASP

DLL’s

Database Server


How do I get there?

What’s in my area (address or town)?

Where can I get to from here?

What is near my destination?

Google Maps “Mashup”


Architecture

XHTML

Prototype

JS Library

JSON

Transit

XML Data

ASP/DLL’s






Results

250% increase in daily trip plans

35% fewer pages viewed/visit

Application Development

Testing & Deployment


Planned Enhancements

Mobile Website

iPod/Handheld Version

Ongoing Trip Planning Upgrades


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