Connecting DFW by Train
This project aims to restore Dallas Area Rapid Transit (DART) ridership to 70,000+ daily riders by improving the transit experience. Without expanding infrastructure we focused on intuitive, accessible and enjoyable travel by reducing confusion, enhancing way-finding, and shifting public perception to drive long term growth.
UX Designer, infographics
3 UX Designers
Transportation
Sep-Dec 2024 (16 weeks)
Figma, Adobe Illustrator
Overview
As part of a 3-person UX team, we focused on enhancing the rider experience through research driven design. I led analog experience improvements while contributing to user research, journey mapping and persona development. By redesigning signage and alerts, and station iconography, we made navigation more intuitive, accessible, and user-friendly, while ensuring that public transit works for the people who rely on it everyday.
Outcome
A system that is meant to grow with DART.
Improved analog experience such as posters and alerts around the station and in train cars to keep riders informed and make the space enjoyable for everyone. This helps keep riders informed and aware.
Redesigned navigation and trip planning to make their journey more personalized to their needs and where they are trying to go. To address confusion and put emphasis on enjoyment of the ride experience.
Integrated an updated safety protocols in person and on the app to address safety concerns and make reports when needed.
How might we encourage more DART ridership through emphasis on enjoyment of the journey?
By becoming a DART rider we learned what matters most.
We were invited by the Dallas Area Transit Alliance (DATA) to DART Headquarters for a board meeting on budget cuts. We used this as an opportunity to conduct an ethnographic study and travel on a seven-hour round trip from Denton to Dallas to analyze user journey, behaviors and identify pain points.
Key findings:
Rider Engagement- commuters are highly invested in the system
Cost Sensitivity- ticket prices are a top priority
Post-Pandemic growth- ridership is steadily increasing
Future Improvements - DART has long term-plans for ticket prices & train times
Identified 5 pain points & synthesized 3 personas
We conducted two online surveys (Google Forms), one informed by literature reviews and ethnographic study, the other is to refine our insights resulting in 62 responses that revealed 5 pain points:
Time
Safety
Weather
Poor Communication
Convenience
Building on our literature reviews, ethnographic studies and the survey results we identified three personas representing key train users: professionals, university students, and tourists.
We refined the personas throughout the design process, while they helped us prioritize solutions, address pain points and gain perspectives beyond our own. And revisited them at key stages, ideation, prototyping and user-testing to ensure our designs aligned with user needs and goals.
Infographic Redesign
112 Different Poster Iterations
For the infographic redesign portion of our deliverables included:
7 posters
1 kiosk alert screen
3 station amenity signs
5 stop based icons
The posters were designed with GoPass branding, enhance the analog information system by addressing misinformation and proposing amenity updates.
Inspired by DART's artist collaborations, the stop-based icons connect stations and the app, improving stop recognition and seamless navigation.
GoPass App Redesign
Improving the mobile experience
The GoPass app is the primary tool for purchasing train tickets and planning trips across DART, DCTA, Trinity Metro, and Trinity Railway Express in DFW. Enhancing the app provided a scalable solution to encourage train usage while addressing key rider concerns.
Maintained GoPass branding with an improved user flow and organization.
Designed primarily for mobile to ensure accessibility.
Introduced features for consistent information and enhanced safety, making public transit more user-friendly and reliable.
Conclusion
Our system was designed for gradual integration, evolving alongside DART and public transit growth in DFW. With more time, we would expand our focus to other modes of transportation, such as buses and bikes, to create a more connected and efficient transit system. Additionally, we would explore opportunities beyond DFW, enhancing public transportation across Texas.