Unsucking the DC Metro Farecard Machines Jes Koepfler, Consultant, Smart Design May 10, 2010 Image Source:

Image Source: Image Source: Landscape Review - People like to touch things Image Source: Image Source: content/uploads/2009/07/layers-of-painting.jpg Photo courtesy of Dana Morrissey Photo by Dana Morrissey Fore more on touchscreens:

Funneled Approach to Needs Analysis Photo 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)

Results - Experiences

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

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, 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: a bility 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 broken who do I ask for help now kiosk man sleeps sound -Mike B. My ride this morning delivered 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:

Additional Results Slides Follow

Results - Satisfaction

Results – What users appreciate