511.orgAudience Research

Deborah NyamuameKevin SandovalSuwanna Rauyrinsaowarot

511 - initially designated for road weather information, is a transportation and traffic information telephone hot line in some regions of the United States and Canada

511.org

Primary Users

WHO?Middle aged drivers (late 30’s to mid 50’s), usually commuters

WHY?To map out their trip. Check out traffic before they go

WHERE?At home before leaving

WHERE?Get on website or call

Primary Users Interview

Brenda - 49 - Management Organizing

I use 511 on my phone and computer, my husband who’s a transportation geek told me about it. I live in Berkeley but I have to move around about 3-4 days a week so I need the info 511 always gives me.

I do wish the phone app would remember my usual stops, instead of me having to scroll through all the options every time I use it.

Secondary Users

WHO?People who want to compare traffic reports on different websites

WHY?They can get a more accurate idea of what the traffic is going to be like

WHERE?At home or office

WHERE?Website and calls

Secondary Users Interview

Nick - 19 - Student

I had to use it when we first moved here and wanted a better idea of the traffic conditions so I checked on my phone and compared different traffic sites once we got into the bay. I’ve had to do that a few times since then

Tertiary UsersWHO?• Google searching• Stuck in the traffic• Friends suggested• Advertisement signs

WHY?• To find out what’s going on• To find out routes for transportation• Running late

WHERE?• Bus stop• Home• Car

WHERE?• Phone calls or website

Tertiary Users Interview

Elaine Chu - 20 - Student

I used to use it when I first moved here. A local friend suggested it to me. I used it on a desktop, in the morning before I leave the house to check for the public transportation especially the bus route.

Now I use Transporter app and google map on my phone. This website is too messy and I only use one of their function. It need to be more organized. I still use it now when other websites crash.

What most people use 511 for..

parking

plan trips

route

public transportation

tra�c

others

What we want to keep What we want to add

• Public transit trip planner -Price, time, transportation

• Current traffic conditions

• Where all the stops are and the nearest bus stops ( Bart and rail system)

• Google compares the price for you - Which way is the cheapest - Drive vs. Public transportation

• Colors of bus lines

• Buttons for Car, Bus, Walk

511.orgCompetitor Analysis

Beatthetraffic.com

Beatthetraffic.com claims to have real time traffic updates. One simply types their hometown name on the home page and a large, easy to understand map comes up on the next page. You can click “travel times” in order to view five, predetermined trip times for a general area in the city you select. You can even view traffic cameras in real time.

CA.gov

CA.gov allows you to view a similar map and you can check box-es in order to customize what information the map displays, but that’s about it.

KCRA.com

KCRA.com shows a similar map to the other sites, but it is slightly less visually appealing, with jagged graphics and brighter colors. You can get directions to places, but it lacks all of the op-tions of the other site.

NavtegTraffic.com

NavteqTraffic.com offers the standard color-coded map alongside symbols denoting the presence of traffic accidents and road con-struction. One key advantage that NacteqTraffic.com has over the competition is a list of highways and freeways complete with vis-ual representations of how many accidents are currently obstruc-tion the roadway and also the currently traffic conditions and how it appears to be evolving.

Maps.google.com

Google maps has the option to click both traffic conditions and the transit map. It shows any lanes or exits that are closed or are going to be closed. It also shows traffic accidents, however, the small amount of accidents on the map seems suspect.

Other radio stations that use 511.org

• KPIX• KTVU• KGO

511.orgPersona

Primary User Persona

George has lived in Castro Valley all his life, but 10 years ago he got a promotion to San Francisco. He didn’t want to move so he decided to commute every day. “511 makes everything so much easier”, he said. Especially when he’s late. And when he uses the BART he wants to know the exact time the trains he uses depart.

“Maybe if it were a little less messy it would be easier to use. Also there’s a lot of in-formation on there that I just don’t care about.”

George LandsonAge: 45Occupation: ManagerTravels by: CarLives in Castro Valley

Motivations: He wants to be informedBehaviours: Meticulous

Ease of use

Confidence in 511.org

Desire for change

Frequency of use

easy

low

low

low

high

high

high

hard

Secondary User Persona

Stephen wanted to come study in the Bay area for, not only the school, but the music scene. He plans on going to parties and concerts in San Francisco every weekend. The first time he used 511.org, he was late to a concert in downtown San Francisco. He checked out the local 511 site. Unfortunately, it took a little too long to get to the page where he could find out the best route to get there, and he was late. Now, he compares other traffic sites ahead of time, in addition to 511 in order to get more accurate idea of what the best route is.

“I can get my projects done this Friday, no problem, so my weekend is going to be a nonstop party”

Stephen WongAge: 21Occupation: BaristaTravels by: CarLives in Berkeley

Motivations: Get things done now Behaviours: He likes to travel

Ease of use

Confidence in 511.org

Desire for change

Frequency of use

easy

low

low

low

high

high

high

hard

Tertiary User Persona

I wish the site is not so complicated, there’s too much information that I don’t need

Christina LamerAge: 24Occupation: StudentTravels by: Public TransportationLives in Downtown, San Francisco

Motivations: Easiest way with lowest priceBehaviours: Party college girl

Christina has lived in Downtown, San Francisco for two years. She moved here for master Degree. When she first came here her friends took her around the city and suggested her to use 511. She used to call 511 instead of get on the internet. She thinks that there are a lot more other sites and apps that are better than 511.

Ease of use

Confidence in 511.org

Desire for change

Frequency of use

easy

low

low

low

high

high

high

hard

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