![]() ![]() Anything planned later than 24 hours in advance couldn't be accommodated by MARTA Mobility. Riders needed to know ideally 3 days in advance, but at the latest 24 hours in advance what their ride needs were. We focused on Reducing Lead Time because both riders and MARTA schedulers suffered during this process. 1) Reducing Lead Time between scheduling a future ride and taking that same ride 2) Providing Convenience in creating, modifying, or canceling trips In order to create restraints and stay focused, we isolated and narrowed in on two opportunities that could be immediately solved to soothe frustrations while the rest of the organization settled into a rhythm after the turbulence of a management transition. Prototype & Usability Testing | Testing Solutions, Killing Assumptionsįollowing documentation of the environment and understanding all the customer-side, employee-side interactions and touchpoints - we set out to improve the overall MARTA Mobility service. Following an internal tour we took a ride-along, joining a bus driver on their route - experiencing what it was like to be on the bus, observing the interactions between driver and rider, and speaking informally with riders as they completed their journey. We spoke with the director and informally interviewed several internal stakeholders involved in the operation - ride schedulers, vehicle maintenance personnel, office managers, and driver training instructors. When the day of our meeting arrived, we spent the afternoon learning about the back and front of the house operations. While waiting for the in-person meeting with MARTA Mobility, we sat down and took a first pass stab at building a stakeholder relationship map and customer journey map. ![]() We used this opportunity to gain a better idea of what it was like to be a first-time rider: someone unfamiliar with the service and or new to the city and trying to register.įollowing our web-exploration we made arrangements to meet with the director of the program and take a tour of the facility. As a team, we challenged each other to explore how to become a rider on MARTA Mobility. Our first glimpse of MARTA Mobility was through a web-based lense. Ethnographic Studies | First-hand ride alongs, tours, and interviews ![]()
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