Rhea Agarwal
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)
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
HIGH FIDELITY WIREFRAMES
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.