Redesigning MARTA: Changing Perceptions Of Mass Transit Through UX
summary
Agency redesigns MARTA website with HTML prototypes, swaps Google Maps for a Georgia Tech real‑time transit feed, and builds a multimodal trip planner, contextual severity‑based alerts, station parking details and improved screen‑reader support. Usability testing forces automatic route selection and fixes dynamic content for accessibility. Results show big lifts: real-time arrivals, desktop engagement +139%, mobile engagement +351% and 132,000 trips planned, and a related transit funding measure passes with 68% of the vote.
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chapters (24)
- 0:00Intro
- 0:48About niba
- 2:24The old MARTA website
- 3:41Changing perceptions of MARTA
- 6:23Interviews
- 8:31Audience Segmentation
- 10:55Messaging
- 13:16Types of Photography
- 14:57Information Architecture
- 17:52Design Language
- 21:02Key Insights
- 24:22Testing Assumptions
- 26:52Social Media
- 27:53Ballot Measure
- 28:46Bonus Advice
- 33:18Bringing Everything Together
- 34:18Atlantas Growth
- 35:18Transformation
- 36:18Nonriders
- 37:18Economic Impact
- 38:18User Experience
- 39:18Meeting With Stakeholders
- 40:18Biggest Risk
- 42:18Customer Feedback
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