Cubic Transportation
Contactless Payment Validator
Cutting edge Payment Validation for Mass transit
The Why
Millions of passengers use transit services on a daily basis. Navigating mass transit can be challenging for all, but especially challenging for physically and mentally impaired customers. To meet the needs of these passengers, transit agencies are increasingly vigilant that vendors comply with ADA and Universal Design guidelines. Since many of CTS’s largest contracts (New York, Chicago, Boston, etc.), were up for renewal, they made the strategic decision to engage DDSTUDIO, a human centered design firm, to evaluate and redesign their technology systems into universally inclusive user experiences to win their largest contracts.
The Who
CUBIC Transportation Systems provides major global Transit agencies with payment systems enclosed in customer facing hardware. DDSTUDIO’s Human Centered Hardware + Software Designs became part of the Cubic Transportation Transit Agency Bid submissions for New York and Boston and played a key role in WINNING BOTH CONTRACTS!
The How
Our process starts with research to establish empathy. DDSTUDIO team members performed lengthy onsite research in Boston, Chicago, New York, Vancouver and Los Angeles. We observed the confusion and pain points of passengers through each touchpoint and defined many areas of frustration. We created multiple physical and digital mock-ups, tested with passengers in focus groups, and refined each area until the unnecessary physical and cognitive challenges were solved. In addition, our future designs considered behavioral triggers from the surrounding environment and integrated sensory ques for intuitive guiding.
Location: San Diego, California
Client Type: Large Corp
Industry: Transportation
UX, UI, ID, DFM, LIAISE:
The Feeling
Cubic Transportation payment validation redesigns were not only aesthetically striking, they were universally appropriate for all passengers. Everything comes easily to hand and eye. After Cubic won all of their transit agency contracts, DDSTUDIO completed the industrial design of the contactless payment validator. Early mock-ups helped validate the right form factor for an intuitive free flow through the gate. The reader presentation is large and angled downwards + inwards for natural movement. Together with Cubic engineering and manufacturing, DDSTUDIO was able to launch this first of its kind payment system in less than a year.
The Experience
DDSTUDIO’s Human Centered Designs as part of the Cubic Transportation Transit Agency Bid submissions for New York and Boston played a key role in WINNING BOTH CONTRACTS!
