The MBTA, Boston's extensive public transportation system is the nation's oldest and also one of the largest. Its website didn't live up to the vast services that the agency provides daily to its 800,000 riders across eight modes of transit.
RDVO's solution included:
- Perform comprehensive user research and site usage analysis conducted to better understand rider needs
- Innovative information design and architecture to organize and enhance the MBTA's rich library of information assets.
- Elegant and engaging design interface
- A robust feature set of Web 2.0 functional components to enhance the rider experience online
- Point-to-point trip planning using the Google Maps API
- Integration of a robust content management system to accommodate simplified maintenance of thousands of site pages across dozens of database connections for a large, decentralized editorial staff.
MBTA.com is one of the most highly-trafficked and essential websites in Massachusetts and as such, it needed far more than a facelift to meet the needs of impending fare increases and new system-wide payment systems. Transforming the site was critical to the organization's mission to provide education, support and world-class customer service as they transformed their service offerings.
RDVO needed to design, architect and build a comprehensive, rider-centric hub. That required the agency to audit thousands of site pages, synchronize a diverse group of MBTA stakeholders and strategize a content direction and execute on that strategy. Years of rotating authorship across the site had left it with a cacophony of voices and an uneven tone. The new site needed a unified voice, message and vision.
With the architecture in place, RDVO also needed to design, develop and architect valuable tools for trip-planning, tracking service updates and provide support for the system-wide payment system change. RDVO chose to leverage some of the latest web-based mapping tools to help users find routes and create trips.
When the project was complete, RDVO needed leave the MBTA with a comprehensive, yet flexible content management system that would match the needs of the complex structure of MBTA editorial staff and processes.
Building a complex site on a short timeline with a host of new features required a different approach to the development process. Using online surveys, web log analysis, and rider focus groups, RDVO was able to discern critical user issues and architect a development plan that focused on high priority functions important to the MBTA ridership.
By applying principles of rapid prototyping and iterative refinement, the RDVO teams were able to define architecture solutions and functional features, test with users and refine the design in short, efficient cycles. This approach proved critical in getting the buy-in of a large, complex organization such as the MBTA and allowed maximum input from user cohorts.
A three-pronged solution addressed the MBTA's complex requirements and the rider's most urgent concerns. RDVO produced an intelligent architecture, content and design approach, developed a suite of rider tools and deployed a robust content management system to accommodate complex site administration needs of the MBTA.
Armed with methodical research and analytics RDVO designed a site architecture that assists riders in navigating the myriad transportation options available and allows them to tailor their commuting needs.
An elegant interface provided a design style and tone that reflects a modern, safe and clean transit system.
Achieving a unified voice, message and strategic vision in the site's content required a thoughtful analysis of the existing assets, extensive re-writing and re-purposing of content and identification of pain points for the riders. RDVO addressed those pain points by providing, accurate, thorough and concise content and placing it within a thoughtfully designed, intuitive architecture that positioned the information within the context of their transit planning and travel requirements.
A critical aspect of the project was the development of useful tools that enhance rider's ability to perform everyday transportation tasks. The result is a useful and intuitive set of site features that engage the users and connect them to relevant routes, stations, trips. These tools give riders personalized and timely transit information in an intelligent and engaging manner.
Rider tools include:
- My MBTA: Allows the user to login and save frequently viewed routes, stations, locations and trips. Users can customize service alerts and make the most of MBTA.com by keeping all their transit information in one place.
- Trip Planning: With the Google Maps-based trip planning tools, users enter an address, intersection, station or landmark and MBTA.com supplies the best travel routes available or locates all the transportation options nearby.
- Service Nearby: Also using Google Maps, users can input an address or click a point on the map and find transit stops near the location.
- Service Alerts: MBTA services are constantly updated. The new site's customizable service alerts feature empowers riders to monitor the routes, stations and elevators/escalators that affect their daily commute.
- Dynamic Station Pages: All major station pages and stops now have dynamic pages that allow users to map all connecting routes, check parking availability, and get directions.
- iPod Schedules: Users can easily download an iPod-friendly set of maps and schedules.
RDVO listened carefully to content management needs of the MBTA and customized and deployed a site administration solution that would allow the MBTA the flexibility they need to maintain a decentralized site administration staff, while at the same time ensuring the ongoing integrity of a large, complex site with a multitude of assets and authors.
