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Rhea Agarwal

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Deloitte x ScadPro

BETTER USER EXPERIENCE

Teaming up with SCAD Pro, a special group chosen by our college, we joined forces with Deloitte for an important project. Together, our goal was to make traveling on the LA Metro smoother and more enjoyable for everyone. We listened to commuters' experiences and frustrations to understand how we could help.  Our mission was to improve the metro experience, making it easier and more comfortable for all travelers.

CATEGORY

UI, UX PROJECT

SOFTWARE

Figma, Miro, After effects, Premier Pro, Photoshop, Illustrator

TYPE

Group

ROLE

Research, App design, Analysis, Prototyping, visuals, and campaign.

DURATION

3 Months (Spring 2023)

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CURRENT ANALYSIS

SWOT ANALYSIS

USER PERSONAS

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."

EMPATHY MAPPING

PAIN POINTS

• 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

COMPETITIVE ANALYSIS

FRAME WORK

Derived Solutions

THE SOLUTION

01 App

An interactive data visualization tool that showcases users’ environmental impact and identifies the neighborhoods where they make the most significant contributions.

The “Card” section serves as a digital wallet within our app, providing users with a seamless and visually engaging payment experience. This section offers a range of convenient features to enhance the payment process.

Planet Pal

Plans and Recharge

The “Rewards” section serves as the primary destination for rider incentives within our app.

Profile section to show your ride history and metro friends!

Date wise payment history to keep things transparent.

VISUAL DIRECTIONS

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HIGH FIDELITY WIREFRAMES

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PHYSICAL SPACES

NFC sticker

NFC stickers on phones enable secure one-tap payments for an ultra-convenient experience.

Kiosk on platforms

Search for destinations, pinpoint the fastest route, and breeze through transfers with clear, step-by-step guidance.

"Get On Board" campaign uses catchy tagline & inclusive messaging to target all demographics, including LAX tourists. Social, airport, transit & outdoor ads drive engagement. Youth focus: interactive Metro Streaks filters & games.

The second campaign proposal revolves around the tagline “Say Goodbye To...” This campaign focuses on the negative aspects of driving while highlighting the advantages of using LA Metro. By addressing common frustrations such as traffic congestion, parking hassles, and high gas prices, we position public transportation as an attractive alternative.

02. Campaign

03. Partnerships

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.

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