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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Building the MBTA.COM

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Building the mbta com

Building the MBTA.COM


Building the mbta com

RDVO does…

User Experience

Analysis & Research

Application Development

Digital Product Development


Building the mbta com

For…

Complex Websites

Software

Devices

Marketing Applications


Building the mbta com

Using…

Rapid Prototyping

Component-based Engineering

Small, Multi-Faceted Teams

A True Focus on User Experience


Building the mbta com

A Day in the Life @ MBTA

1 Million Passenger Trips

300 Customer Service Calls

40,000 Website Visits


Building the mbta com

Drivers of Website Update

The Need to Modernize

Customer Dissatisfaction

Support for System-Wide Changes

Public Relations and Branding


Building the mbta com

Critical Challenges

Diverse User Needs

Corrupt, Outdated Data

Rapid Development Schedule

Broken Systems


Building the mbta com

So how do you get there from here?


Building the mbta com

Four Phases

Planning, Research, Analysis

Strategy & Prototyping

Application Development

Testing & Deployment


Building the mbta com

Initial Findings

90% of website traffic accessed schedules & maps


Building the mbta com

Inital Findings

70% of users are repeat visitors


Building the mbta com

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


Building the mbta com

Personas vs. Functions


Building the mbta com

Getting to Done


Building the mbta com

Six Month Project

2 Months – Requirements & Planning

2 Months – Prototyping

2 Months – Build and Deploy


Building the mbta com

Development Challenges

Platform Limitations

Accessibility Standards

Rapid Development Plan

Data Flaws


Building the mbta com

Architecture

Transit Server

CSS/XHTML

SOAP

JS/AJAX

Web/CMS Server

ASP

DLL’s

Database Server


Building the mbta com

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”


Building the mbta com

Architecture

XHTML

Prototype

JS Library

JSON

Transit

XML Data

ASP/DLL’s


Building the mbta com

The Art of Prototyping


Building the mbta com

The Art of Prototyping


Building the mbta com

The Art of Prototyping


Building the mbta com

Final Product


Building the mbta com

Results

250% increase in daily trip plans

35% fewer pages viewed/visit

Application Development

Testing & Deployment


Building the mbta com

Planned Enhancements

Mobile Website

iPod/Handheld Version

Ongoing Trip Planning Upgrades


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