What is Septa?
SEPTA is short for Southeastern Pennsylvania Transportation Authority. It serves commuters who live in Philadelphia as well as New Jersey.
Project Goal
The goal for this project is to see what added to SEPTA’s Mobile and Web Applicationsin order to make using SEPTA an easier process for all those who use SEPTA.
Problem Statement
How might we remodel Septa’s Website to showcase what Septa is truly capable of?
Competitive Analysis
Both Uber and Lyft usually pick you up in a 5 to 10 minute period.Both have the ability to share rides with large groups of people.They both have discounts.They both have the ability to rate drivers.Both apps offer food delivery services.The biggest thing that sets them apart is that generally speaking UberIs cheaper than Lyft.
Comparative Analysis
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In comparative analysis the biggest competitor to Septa is New York’s Metropolitan Transportation Authority (MTA). New York’s MTA is similar to Philly’s Septa. In New York people use a metro card. In Philly we use something called a septa key card. The Metro card can be refilled when low on funds. Septa uses the septa key card which can also be refilled when low on funds. Next on the list is Enterprise. A couple of features that Enterprise has is that it allows you to rent vehicles and those rentals can hourly, daily, or weekly and You can also earn points toward free rentals. Carfax allows you to buy and sell used cars and has heavily detailed information on whatever cars you may want to buy.
User Surveys
Septa users have said they wish Septa was better at showing users the features that Septa offers on its app.
Affinity Map
User Personas
John - John is studying to get his Master’s of Design in Product Design at University of the Arts in Philadelphia, PA. He uses SEPTA Everyday in order to get there. His pain point is that he sometimes forgets when his Septa key card runs low and would like some sort of reminder before it runs out. John’s goal is to use to get to and from School everyday in a cost effective manner.
Julia - Julia loves to shop. She does a lot of shopping at malls in and around the Philadelphia area whether it’s Liberty Place, Franklin Mills, Neshaminy Mall, Willow Grove Mall or King of Prussia. Her biggest pain point is not being able to effectively plan out her routes on Septa’s site. Her goal is use SEPTA to travel from one mall to the next in an inexpensive manner.
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Septa App Information Architecture (current)
Septa App Information Architecture (Current)
Sketches for Septa's app if users were able to add funds to their account on Septa.
Septa App Information Architecture Pt. 1 (New)
If you don't want to add more funds to the travel wallet this is what that would look like.
Septa App Information Architecture Pt. 2 (New)
If you do want to add more funds to the travel wallet this is what that would look like.
User Testing
One of the users I interviewed said that having a screen to remind you to fill your travel wallet when it is low was a nice touch.
Prototype Flows
Next Steps
Wireframes, prototypes and usability testing for other solutions such as showing septa users their benefits and perks as well route planning.