Cubic Transportation
Contactless Payment Validator
Cutting edge Payment Validation for Mass transit
The Why
Mass transit is especially challenging for the physically and mentally impaired. Focus groups were held with impaired volunteers where we were able to compare existing solutions with concept mock-ups. The feedback confirmed the importance of engaging all of the senses and to factor in emotional/behavioral triggers depending on the surrounding environment. The goal was to retain and build market share, make products more usable, and reduce manufacturing costs.
The Who
For over 50 years, Cubic has partnered with agencies around the world to deliver seamless travel experiences, backed by groundbreaking technology and services.
DDSTUDIO collaborated with CUBIC Transportation for over four years to create a new human-centric approach to Public Transportation. Passengers want to use their phone or contactless card and transit agencies want faster throughput and less congestion. Public Transit Validation was ready for Human Centered Design.
The How
Our process starts with research to establish empathy. We observed the confusion and frustration during our lengthy on-site research trips to Boston, Chicago, Los Angeles, Vancouver and New York. We defined many areas of frustration to be addressed in the future designs.
Location: San Diego, California
Client Type: Large Corp
Industry: Transportation
DFM, CM, LIAISE: In house
The Feeling
Early mock-ups for positioning of the reader as a gate upgrade in-situ. Nothing should obstruct a free flow through the gate, so the reader presentation is angled downwards and inwards for natural movement.
Multiple mock-ups were made for the kiosk. A multi-sided concept used for specific use cases such as purchasing tickets, mapping the trip and getting directions was appealing because the interaction was much faster with other activities separated out. Products are more modern and more approachable.
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!
