Valley Metro Ticket Kiosk
Redesigning the UI and Kiosk
Modernizing the Experience
Challenge
Public transportation rarely has the opportunity to reinvent itself. Fortunately for the Arizona-based company, this is a free redesign exercise. Over the last 12 years, Valley Metro has been adding new transportation systems to the Phoenix metropolitan area, such as light rail lines in 2008. Since then, they’ve updated the light rail carts that move Arizonians around for the past three years. This new technology, however, does not match the automated ticketing kiosks the company installed originally. The ticketing interactions leave the public thinking they are dealing with an aged brand.
Approach
I completed four kinds of preliminary research: Gut Check (talking to people I know to set up a base of common knowledge), Adjacent Services (similar, competing services), Inspiration from non-competing services (kiosks around town with large format screens), and User Journey Map (what does the user see while interacting with Valley Metro). Findings from research suggested three major problem areas for Valley Metro of Arizona. First, riders find the kiosks outdated, the UI truncated, and the brand stuck in the ’90s. So, how does Valley Metro own the entire customer experience in a way that supports their riders during and all parts of the trip while modernizing the UI and kiosks to project a sense of an enduring enterprise? After rapid sketches and several iterations of quick prototyping, I set up a large screen in my living room to imitate the kiosk screen. Then, I asked people to complete a task and learned what worked and what didn’t. The updates from that experimentation were phenomenal.
Results
A redesigned kiosk with soft edges, low consumption lights, and a touch screen allows riders to approach the stations confidently. The UI greets them with simple questions like, “Do you need help?” Or, “Where may we take to today?” The screen delivers a message directly from the company to the rider showing the company’s strong bond with the rider’s experience. The rider can print a multitude of tickets with ease or get complete directions without stepping outside the company’s ecosystem. In this new experience, the rider feels supported throughout their journey.