Deloitte x SCADpro
Better User Experience for Public Transport of Los Angeles
Better User Experience for Public Transport of Los Angeles
This project was done in collaboration with ScadPro and Deloitte. In our mission to reimagine public transportation in Los Angeles, our team aimed to transform the customer experience, making public transportation a convenient, safe, and enjoyable choice.
Deloitte x SCADpro
Deloitte x SCADpro
Adult ADHD
Project Type
Project Type
User Experience Design
User Experience Design
Group Project
Group Project
Role
Role
Research, App design, Analysis, Prototyping, visuals, and campaign.
Research, App design, Analysis, Prototyping, visuals, and campaign.
Industry
Industry
Public Transportation
Public Transportation
Project Objective
Project Objective
The main objective of our project was to establish an environment where choosing public transportation is the preferred option for Angelenos, encouraging a shift away from personal vehicles towards a more sustainable and efficient transit system. By adopting a customer-centric approach, we aimed to address the concerns and difficulties faced by riders, elevating their experience to new levels.
The main objective of our project was to establish an environment where choosing public transportation is the preferred option for Angelenos, encouraging a shift away from personal vehicles towards a more sustainable and efficient transit system. By adopting a customer-centric approach, we aimed to address the concerns and difficulties faced by riders, elevating their experience to new levels.
Current Analysis
Embark on a journey of self-discovery and empowerment with our campaign!
Embark on a journey of self-discovery and empowerment with our campaign!
SWOT Analysis
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Embark on a journey of self-discovery and empowerment with our campaign!
User Persona
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Embark on a journey of self-discovery and empowerment with our campaign!
Ito: the
tourist
A recent university graduate from Tokyo who's on an exciting journey with five friends to attend the LA 2028 Summer Olympics and enjoy the nightlife.
Maria: low
income rider
A low-income housekeeper who is a public transportation-dependent and also needs to keep a tight schedule while traveling over the city daily.
Paula:
family rider
Sarah and Paula and their two children who live in the Silver Lake area and are looking for economical ways to entertain their two young kids.
Shawn:
office worker
"Not a fan of having to click menu to see the menu, I like when navigation is easier."
Pain Points
Embark on a journey of self-discovery and empowerment with our campaign!
Embark on a journey of self-discovery and empowerment with our campaign!
Safety and welfare: floor trip hazards (sticky/ slippery/old floors)
Safety/Social: not enough security
Wayfinding: can be confusing, there are unclear maps inside and outside wagons
Not enough lines that get to and from the beach
Frequency of trains ranged from 12-20 min No unified app
Embark on a journey of self-discovery and empowerment with our campaign!
Embark on a journey of self-discovery and empowerment with our campaign!
Competitive Analysis
Embark on a journey of self-discovery and empowerment with our campaign!
Embark on a journey of self-discovery and empowerment with our campaign!
Framework
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Embark on a journey of self-discovery and empowerment with our campaign!
Solution
Embark on a journey of self-discovery and empowerment with our campaign!
Embark on a journey of self-discovery and empowerment with our campaign!
Public Transit App
Embark on a journey of self-discovery and empowerment with our campaign!
Embark on a journey of self-discovery and empowerment with our campaign!
Planet Pal
Planet Pal
An interactive data visualization tool that keeps track of users carbon footprint and identifies the neighborhoods where they make the most significant contributions.
An interactive data visualization tool that keeps track of users carbon footprint and identifies the neighborhoods where they make the most significant contributions.
Plan Your Ride
Plan Your Ride
This section offers convenient features allowing you to plan your ride quickly and efficiently. Directions, live updates, scheduling rides, access to saved rides and filtering between transportation modes right at your fingertips!
This section offers convenient features allowing you to plan your ride quickly and efficiently. Directions, live updates, scheduling rides, access to saved rides and filtering between transportation modes right at your fingertips!
The “Rewards” section serves as the primary destination for rider incentives within the app. This section is divided into two sub-pages: “Points” and “Achievements.
The “Rewards” section serves as the primary destination for rider incentives within the app. This section is divided into two sub-pages: “Points” and “Achievements.
The “Card” section serves as a digital wallet, providing users with a seamless and visually engaging payment experience. One of the key advantages of the “Card” section is its ability to facilitate easy charging on the go.
The “Card” section serves as a digital wallet, providing users with a seamless and visually engaging payment experience. One of the key advantages of the “Card” section is its ability to facilitate easy charging on the go.
The “Profile” section prominently displays ride count, friends, points, saved destinations and ride history.
The “Profile” section prominently displays ride count, friends, points, saved destinations and ride history.
Campaign
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Embark on a journey of self-discovery and empowerment with our campaign!
"Say Goodbye To" Campaign
"Say Goodbye To" Campaign
Focus on negative aspects of driving while highlighting the advantages of using LA Metro. Addresses common frustrations such as traffic congestion, parking hassles, and high gas prices, to position public transportation as an attractive alternative.
Focus on negative aspects of driving while highlighting the advantages of using LA Metro. Addresses common frustrations such as traffic congestion, parking hassles, and high gas prices, to position public transportation as an attractive alternative.
"Get On Board" Campaign
"Get On Board" Campaign
Advertising slogans & inclusive messaging to target all demographics, including LAX tourists. Social media, airport, transit & outdoor ads drive engagement. Youth focus: interactive metro streaks filters & games.
Advertising slogans & inclusive messaging to target all demographics, including LAX tourists. Social media, airport, transit & outdoor ads drive engagement. Youth focus: interactive metro streaks filters & games.
Partnerships
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Embark on a journey of self-discovery and empowerment with our campaign!
Our proposal suggests that LA Metro collaborate with various business partners to explore sponsorship opportunities within the Metro system. These partnerships would involve incorporating inspiring artwork that goes beyond traditional promotional posters or ads, adding visual appeal to the Metro experience.
Our proposal suggests that LA Metro collaborate with various business partners to explore sponsorship opportunities within the Metro system. These partnerships would involve incorporating inspiring artwork that goes beyond traditional promotional posters or ads, adding visual appeal to the Metro experience.
© 2024 - Shivam Pratap
© 2024 - Shivam Pratap
© 2024 - Shivam Pratap