What is SEPTA?
SEPTA is short for Southeastern Pennsylvania Transportation Authority. It serves commuters who live in and around Philadelphia and New Jersey.
Goal
The goal is for this project is to see what can be added to SEPTA's Mobnile and Web Applications in order to make using SEPTA an easier process for all those who use SEPTA.
Problem Statement
How might we remodel SEPTA's website to showcase what it's truly capable of ?
Competitive Analysis
Both Uber and Lyft usually pick you up within a 5- to 10-minute period. Both have the ability to share rides with large groups of people. They both have discounts. Both let you rate drivers. Both apps offer food delivery services. The biggest thing that sets them
apart is that, generally speaking, Uber is cheaper than Lyft.
Comparative Analysis
![carfax-logo-small[1].png](https://static.wixstatic.com/media/1e211c_665848cd0b8e4d3e8302822260b0c38d~mv2.png/v1/fill/w_500,h_103,al_c,q_85,enc_avif,quality_auto/carfax-logo-small%5B1%5D.png){kind=logo}
In comparative analysis, the biggest competitor to SEPTA is New York’s Metropolitan Transportation Authority (MTA). New York’s MTA is similar to Philly’s SEPTA. In New York, people use a MetroCard. In Philly, we use something called a SEPTA Key Card. The Metro card can be refilled when low on funds. SEPTA uses the SEPTA Key Card, which can also be refilled when low on funds. Next on the list is Enterprise. Enterprise lets you rent vehicles hourly, daily, or weekly, and you can also earn points toward free rentals. Carfax allows you to buy and sell used cars and has heavily detailed information on whatever cars you may want to buy.
User Surveys
In the user survey, I was asking questions to know how SEPTA could improve its user interface. A lot of answers revolved around SEPTA advertising the perks that it has on social media and having a feature on the app where, if the train breaks down, an Uber could come pick you up and take you to your destination.
Affinity Map
User Personas
John - John is studying to get his Master’s of Design in Product Design at the University of the Arts in Philadelphia, PA. He uses SEPTA Everyday in order to get there. His pain point is that he sometimes forgets when his SEPTA key card runs low and would like some sort of reminder before it runs out. John’s goal is to use SEPTA to get to and from school every day in a cost-effective manner.
Julia - Julia loves to shop. She does a lot of shopping at malls in and around the Philadelphia area whether it’s Liberty Place, Franklin Mills, Neshaminy Mall, Willow Grove Mall or King of Prussia. Her biggest pain point is not being able to effectively plan out her routes on Septa’s site. Her goal is use SEPTA to travel from one mall to the next in an inexpensive manner.
SEPTA App Information Architecture (Current)
Sketches
SEPTA App Information Architecture (New)
SEPTA App Information Architecture Pt. 2 (New)
User Testing
One of the users I interviewed said that having a screen remind you to fill your travel wallet when it is low was a nice touch.
Prototype Links
Next Steps
Wireframes, prototypes and usability testing for other solutions such as showing SEPTA users their benefits and perks as well as route planning