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research 3D/IxD Studio: Research Synthesis Lisa Woods // CCA MFA Design, October 11, 2012
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research
3D/IxD Studio: Research SynthesisLisa Woods // CCA MFA Design, October 11, 2012
research
increasing public transit usage Austin, Texas
research
destinations
workshopping
David:
values
familyconvenienceefficient higwaysaccess to mall
pain points
doesn’t know where train goesbad driverspoor highway designpoor parking lot flowdistracted drivers
“I have no idea where the train goes.”
research
destinations
all over Austin
Mary Ann:
values
access to workaccess to groceryefficiencyrelaxation
pain points
convoluted bus routespoor/too few connectionsexpress buses too expensivepublic transit is stigmatizedbuses stop running at 12am
“If you don’t have a car in Texas, people think you’re indigent.”
research
destinations
downtownwork
Jeremy:
values
conveniencesocializinglocal eventsaesthetics
safety
pain points
downtown parkingtrain runs too infrequentlytrain stops at midnight
big events overload train
JEREMY CHECKS THE TRAIN SCHEDULE ON TWITTER
“We take the train downtown a few times a week. It’s a
relaxing and beautiful ride.”
research
car +
public transit
only public transit
PUBLIC TRANSIT COMMUTERMULTI-MODAL
COMMUTER
only car
CAR COMMUTER
Three groups of Austin commuters emerged from my research
car commuters, public transit commuters, and multi-modal commuters
commuter categories
DAVID JEREMY MARY ANN
research
car +
train
only public transit
PUBLIC TRANSIT COMMUTERMULTI-MODAL
COMMUTER
only car
CAR COMMUTER
Three groups of Austin commuters emerged from my research
car commuters, public transit commuters, and multi-modal commuters
commuter categories
research
only public transit
PUBLIC TRANSIT COMMUTERMULTI-MODAL
COMMUTER
only car
CAR COMMUTER
who are multi-modal commuters?
out-of-town visitors
commuters from surrounding cities
downtown adventurers
car +
train
MULTI-MODAL COMMUTER
research
own cars
live in North Austin
have used public transit in Austin or in other cities
go downtown several times per week for exercise, happy hours, shows, or major events
tech-savy
hate traffic and lack of parking
downtown adventurers
TARGET PERSONA
research
only public transit
PUBLIC TRANSIT COMMUTERMULTI-MODAL
COMMUTER
only car
CAR COMMUTER
CapMetro can use persuasive design to motivate downtown adventurers
who are currently car commuters to become multi-modal commuters
opportunity space
car +
train
MULTI-MODAL COMMUTER
research
lack of awareness “I don’t know where the trains go.”
lack of curiosity “And I’m not going to figure it out.”
negative perception of public transit
“Because I won’t like it anyway.”
misperception of convenience
“It can’t be better than driving.”
barriers to overcome
research
recommended intervention
get multi-modal downtown adventurers to
take a car commuter friend on a train ride
“I don’t know where the trains go.”
“And I’m not going to figure it out.”
“Because I won’t like it anyway.”
“It can’t be better than driving.”
research
recommended intervention
“Come with me on Friday.”
“I’ll show you how.”
“The train is awesome!”
“ Driving downtown is such a hassle compared to the train. You’ll see...”
get multi-modal downtown adventurers to
take a car commuter friend on a train ride
“I don’t know where the trains go.”
“And I’m not going to figure it out.”
“Because I won’t like it anyway.”
“It can’t be better than driving.”
research
REWARD
FACILITATEREMIND
SOCIAL
FUN
GAMIFIED
design principles
research
tap into Austin’s neighborhood culture
research
synergistically combine current tech
research
RFID geolocation
interactive touchscreens
real-time traffic datainformation
mapping
crowdsourced data
synergistically combine current tech
research
TRAIN STATION KIOSKS
TICKET / MONTHLY PASS
WEBSITE
TICKET BOOTH @GROCERY STORES
TICKET SELLERS @GROCERY STORES
BUS SHELTER(INTERIOR & EXTERIOR)
MAPS/SIGNAGE(THROUGHOUT AUSTIN)
PRINTED MAPS
PARK & RIDE LOTS
BUS HUB STOPS
CAPMETRO API
BIKE LOCKERS
3RD PARTY APPS
BUSES
TRAIN
SHUTTLES
OBJECTS IN MOTION
STATIC OBJECTS
PORTABLE OBJECTS
DIGITAL ELEMENTS
BUS DRIVERS
PARK & RIDE ATTENDANTS
CAPMETRO EMPLOYEES
OTHER PASSENGERS
PEOPLE
DIGITAL MAPS
use existing touchpoints and infrastructure
let’s ride together!
thank you.
