Purpose of using MBTA maps

Signage Rating by MBTA users

Problems with maps outside the station

Visibility/Readability

Use of color

Size (Scale)

Effectiveness

Use of word

Use of color

Problems with the map inside the station

Visibility/

Readability

Visibility/

Readability

Hard to know

where I am

Hard to know

where I am

Lack of

useful

information

Lack of useful

information

None use of color

None

Finding entrance

Finding

the correct

platform

Finding a way to transfer

Finding amenities

(i.e. restrooms,

ticket machines)

Finding

the correct

exit

N=15

N=15

N=15

N=15

Poor

Excellent

Good

Okay

Weak

Further Survey

With the concept we decided on, we conducted a survey to find out the problems with the current signage. The survey surveyed people's thoughts on the sign of MBTA through interview participants and 6 other MBTA users, a total of 15 people.

Hope I am going the right way

Where is the green?

Which track?

T

?

20 MIN

?

Green line E

Green line D

3 MIN

Green line B

Will I have to tap again?

Do all Green Line trains run on same platform?

5 MIN

Union Square?

Where is it?

Is it going to Lechmere?

?

Walks toward Park St

Green Line location unclear

Unsure if the transfer is free

Unsure where Green line is

Upstairs?

Finds sign to Green line

Waiting

Crosses track to be in between trains

Park Street Station

Find correct elevator

Board train

Walked to the incorrect entrance

Unsure which train to take

Ask for

help

A

B

C

Downtown Crossing Station

Park Street - Red Line

Transfer

Park Street - Green Line

Park Street Station

Transfer

Board train

Board train

Board train

Board train

Waiting

Long wait for train, looks for transfer options

Tourists trying to take Green line towards Lechmere with their kids.

Pain Points

Unsure which elevator entrance to use due to lack of signage

Walking to the incorrect entrance because there is no large exterior signage

Unsure which train to take because lines aren’t explicitly labeled

Commuter traveling from Downtown Crossing to Park St Green line E.

Pain Points

Unsure if going in the correct direction down the corridor due to lack of signs

Unsure where Green Line is because the signs are hidden or blocked

Unsure which track the train will arrive at because lines aren’t explicitly labeled

Commuter traveling through Red Line wants to switch to Green line B.

Pain Points

Unsure where the Green Line is located within Park Street Station

Unsure if the transfer is free between Red Line and Green Line

Unsure if all Green Line trains will run on same platform

Scenarios

We developed three scenarios based on our previous research (interviews, field research, and survey) to address the MBTA rider’s pain points and find out potential touchpoints.

Trying to find correct elevator entrance

Braintree/Ashmont

Alewife

Lower Level 1:

Green Line

Ground Level

Lower Level 2:

Red Line

Downtown Crossing

A-1

A-2

B-1

B-2

B-3

C-1

C-2

Scenario C

PARK STREET STATION

Scenario A

Scenario B

Scenario C

Scenario B

Touch points of information to ensure the rider knows where they are located within the MBTA system.


There is existing signage within the MBTA system, but there needs to be enforcement of where the information exists and how you can access it.


Defined locations of amenities and location tools to reduce time looking around and searching.

How do you know where you are ?

“You Are Here”

Data Synthesis

What stops people from achieving their goal?

Payment

Required reload

Unclear payment method

Limited machine location

Incorrect

real time info

Incorrect

departure time on app

Outdated map

Identifying

Location

Identifying

Location

Unreadable map

Unclear words and signs

for direction

Based on the research findings, our team could find three barriers; Payment, Incorrect real-time info, and Identifying location. We brainstormed concepts for each barrier, and we decided our concept to


“You Are Here.“

Ideation for concepts

LessUrgent

Less urgent &

Important

Urgent

&

Important

Urgent

&

Less important

Less urgent

&

Less important

Urgent

Important

Less

Important

How can we announce a delay due to the accident to people other than the departure time screen?

Should we have to go stations and certain locations to get a Charlie card?

Can we pay with other than a Charlie card and cash?

Can we pay for tickets online while we are near the station?

How can we convey the train running express to passengers waiting on the station?

How do you know where you are?

Can we align station’s departure screen system and time of way finding app?

How can we provide real time info to passengers on street level stations or bus stops?

How can we make bus/street station passengers know the actual arrival time without having a fancy screen?

If someone misses their train due to incorrect information, how do they plan their trip?

Do we have to pay in person?

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📌

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*Yellow: Where need improvement or new signage

Our team observed people using the MBTA system for weeks and visited 10+ stations.


We observed people find it hard to find their way inside of complex transfer stations and some information is disconnected.

Field Research

Popular station for tourists and commuters

Complex structure and many lanes

Many points missing signage and directions

Clueless color coding

Developing Interview Guide

Interviews

Codebook & Coding

Analysis

Interview Process

  • Identify Participants

  • Script the encounter

  • Brainstorm question

  • Prototype & Protocol

  • Recruit participants

  • Schedule interviews

  • Record interviews

  • Transcribe recordings

  • Keywords from the transcripts

  • Code revisions

  • Interview coding

  • Create summary of each theme

  • Interpret findings

We interviewed a total of 9 participants in Boston for our research regarding the MBTA.


Participants chosen were from the pool of friends and close acquaintances​.


Our research sample set consists of 4 visitors, of which 2 were male, and 3 were female. And the other category was 5 female commuters.

We did a second round of interview (questionnaire form) after defining way finding as an issue which we could improve.


The questionnaire was open to people, and we recorded responses from 15 participants. We wanted to understand how do the perceive current way finding signage

Interview Participant Recruitment

I

N

T

E

R

V

I

E

W

 

P

A

R

T

I

C

I

P

A

N

T

S

V

I

S

I

T

O

R

S

C

O

M

M

U

T

E

R

S

I

N

T

E

R

V

I

E

W

 

P

A

R

T

I

C

I

P

A

N

T

S

S

I

G

N

A

G

E

F

I

N

D

I

N

G

 

W

A

Y

 

T

o

 

T

R

A

N

S

F

E

R

M

A

P

S

N=15

57.9%

60%

80%

Lack of Information

Confusing transfers

Visibility/ Readability

Where am I?

“I had to use multiple sources needed to get one bit of information because they were all missing something.”

- P1


“I was in a hurry and got in wrong train, and so I wanted to go to Boston College, but I got on a train to Government center. So I had to switch from there.”

-P4

“Read sideways vertically to figure out what stop we were going to and count. I had to crane my head a lot.”

- P2


“I look for the familiar spots or familiar thing which helps identifying me the station and where I am so that I don’t feel lost.”

- P8

“ How can we improve wayfinding methods at stations for location context and transfers? ”

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

  • Field Research

  • Observations

  • Recruitment of participants for interview

  • Conducting semi-structured interviews

  • Synthesizing

  • Grouping data

  • Choosing leverage points

  • Defining problem statement

  • Precedent study

  • Taxonomy

  • Brainstorming ideas for all the leverage points


  • Design Experimentation

  • Modifying the existing signage

  • Creating new signage

  • Placing the signage in strategic locations

  • Comparing and rating our design proposal with current MBTA signs

  • Taxonomy of our signage

The MBTA, the Massachusetts Bay Transportation Authority, is the public transportation system in the Boston area. It is the oldest public transportation in the United States, and many tourists and commuters rely on the MBTA.


However, despite the city's being full of tourists, students, and office workers, the MBTA experience could have been more pleasant than other big cities.


This project was started to find out the cause of the low-quality experience of the MBTA riders, identify riders' behavior and context, and provide design solutions so that people's journeys can be enjoyable.

View the design intervention..💡

Project Overview

Disha Rathod • Lindsey Petchel • Sohee Kang
Mentor: Tad Hirsch

4 months | Sep 2022 - Dec 2022

Figma, Miro, User Testing, Adobe Illustrator

Role:

Contributor:

Timeline:

Tools:

UX Researcher • UX Designer • Graphic Designer • Spatial Designer

MBTA

(Massachusetts Bay Transportation Authority) | Wayfinding Signage Project