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May 2012, San Francisco: CCA and "Mix & Stir" Design thinking hackathon on SF public transportation challenge Competing teams needed to present a solution to the problem of encouraging the use of public transportation in San Francisco. We were given less than 24 hours to work with a team we had never met and find a solution that was both innovative and implementable.
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SF Mass Communica.on Challenge
TrackSF
TrackSF
Overview: challenge
The City of SF and the SFMTA are looking for solu9ons to -‐ encourage mass transit -‐ communicate in real-‐9me on public op9ons -‐ increase the sa9sfac9on of users -‐ implement a solu9on quickly
TrackSF
Overview: proposed solu.on
To provide a surface-‐level public communica9on system to help regular riders to make informed decisions, feel confident and in control:
TrackSF
TrackSF
TrackSF
Overview
TrackSF is a real-‐9me display of cross-‐system transporta9on informa9on allowing regular transit users to feel more confident and in control of their decisions. The display also communicates alerts in a very visible manner so that viewers can get this "at-‐a-‐glance" view even from a distance. The display is enriched by real-‐9me, geo-‐targeted adver9sing to provide convenience to the users and a channel for local businesses.
TrackSF
1-‐ Context: a day in the life of
A Day In The Life Of our persona Michele illustrates how the experience of a regular commuter can be enhanced with real-‐9me access to transit info in order to adjust travel decisions and improve overall experience
TrackSF
(Part 1: context) Michele lives near 16th and Mission and works downtown. This morning, she needs to stop by the bank to get cash and if she can, she’d rather buy her lunch before going to work.
TrackSF
(Part 2: challenge) Michele can either take the 14, the 14L or BART to get downtown. Michele knows that the 14 is slow, but if BART breaks down she may get stuck underground. Currently there is no real-‐9me data available on the surface to help Michele make her transit decision.
TrackSF
(Part 3: solu9on) Before going down to the sta9on, Michele sees that the next BART isn’t for 15 min, so she decides she has enough 9me to run her errands.
TrackSF
(Part 4: success) AUer running her errands, she no9ces right away that there’s been a delay on BART. She also sees that the next 14 bus downtown is coming in 2 min, so she decides to hop on the bus instead of taking her usual BART commute.
TrackSF
TrackSF
This mockup is based on the aspect ra:o of the wired and connected bus shelter displays currently in use in SF
2-‐ Interface
TrackSF
2-‐ Interface
Real-‐9me updates brings this map to life
Provides visual cues in addi9on to wriVen content
Provides entertainment while wai9ng
All informa9on displayed is geo and 9me relevant
Content
TrackSF
2-‐ Interface
A large local map is the primary element and uses half of the display’s real-‐estate
Systems and modes are color-‐coded, with user-‐friendly key underneath for reference
Primary real-‐estate is dedicated to urgent no9ces at the top to alert users right away and from a distance
Interac9ve display of commercial messages
Visual hierarchy
3-‐ Realize
Real-‐.me data viz TrackSF integrates all available data (departures, traffic, dura9on) from all systems, including delays, outages and alerts to provide ac9onable informa9on. Recommenda.on algorithm: At specific spots where the most common des9na9on can be inferred, 9me to that des9na9on can be calculated and provided to viewers. (such as 9me to Embarcadero from Church & Market)
TrackSF
3-‐ Realize Distribu.on/maintenance
• Ini9ally TrackSF can be displayed on the exis9ng ClearChannel 72’’ LCD displays at bus shelters
• Addi9onal screens could be put up (such as the recent partnership with Cisco)
• The screens can also be placed at major shopping/transit intersec9ons such as at the Wes_ield
TrackSF
3-‐ Realize
Pilot The realiza9on of a pilot program with a func9oning prototype could inform the SFMTA on the feasibility and poten9al returns of a larger roll-‐out.
TrackSF
4-‐ Value
Public yet personal: Provides personally ac9onable, aggregated and immediate informa9on to all on public displays Designed for the regular user: Regular users will immediately benefit from the intui9ve display that they will be able to use without investment or learning curve TrackSF
4-‐ Value
Encouraging the use of mass transit: TrackSF increases the user’s u9lity by reducing dissa9sfac9on and increasing posi9ve sen9ment. Also, furthering engagement and directly adding value to the users will encourage word-‐of-‐mouth and advocacy.
TrackSF
4-‐ Value
Business model: Revenue from geo-‐targe9ng real-‐9me adver9sing Increased sa9sfac9on of transit users can lead to addi9onal ridership
TrackSF
5-‐ Summary • TrackSF addressed the needs of the City and of the SFMTA as it provides an
ac9onable solu9on that will increase the sa9sfac9on of riders • TrackSF fills a clear unmet need while nicely leveraging exis9ng displays
• Improves percep9on of higher service by focusing on the user • There are numerous ways that this solu.on can be expanded to serve addi9onal
purposes: -‐ It can serve other City communica9on purposes (events, alerts, new display of
public art, parades) to increase the sense of community and neighborhood -‐ It can be turned into a versa9le emergency visual broadcas9ng system
As the winning team of the challenge, we are thrilled about the opportunity to present the solu.on to the SFMTA and discuss how to make TrackSF a reality for transit users
TrackSF
TrackSF
Thank you! Team C
Sean Bolton [email protected] David Kelley [email protected]
Raphaelle Loren [email protected]
Kathleen Moynahan [email protected] Kelly Spain [email protected] Neil Straghalis [email protected]
TrackSF
