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Building the MBTA.COM

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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  1. Building the MBTA.COM

  2. RDVO does… User Experience Analysis & Research Application Development Digital Product Development

  3. For… Complex Websites Software Devices Marketing Applications

  4. Using… Rapid Prototyping Component-based Engineering Small, Multi-Faceted Teams A True Focus on User Experience

  5. A Day in the Life @ MBTA 1 Million Passenger Trips 300 Customer Service Calls 40,000 Website Visits

  6. Drivers of Website Update The Need to Modernize Customer Dissatisfaction Support for System-Wide Changes Public Relations and Branding

  7. Critical Challenges Diverse User Needs Corrupt, Outdated Data Rapid Development Schedule Broken Systems

  8. So how do you get there from here?

  9. Four Phases Planning, Research, Analysis Strategy & Prototyping Application Development Testing & Deployment

  10. Initial Findings 90% of website traffic accessed schedules & maps

  11. Inital Findings 70% of users are repeat visitors

  12. 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

  13. Personas vs. Functions

  14. Getting to Done

  15. Six Month Project 2 Months – Requirements & Planning 2 Months – Prototyping 2 Months – Build and Deploy

  16. Development Challenges Platform Limitations Accessibility Standards Rapid Development Plan Data Flaws

  17. Architecture Transit Server CSS/XHTML SOAP JS/AJAX Web/CMS Server ASP DLL’s Database Server

  18. 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”

  19. Architecture XHTML Prototype JS Library JSON Transit XML Data ASP/DLL’s

  20. The Art of Prototyping

  21. The Art of Prototyping

  22. The Art of Prototyping

  23. Final Product

  24. Results 250% increase in daily trip plans 35% fewer pages viewed/visit Application Development Testing & Deployment

  25. Planned Enhancements Mobile Website iPod/Handheld Version Ongoing Trip Planning Upgrades

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