UX RESEARCHER
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A Light Heuristic Evaluation of the iOS mobile app:
MARTA On the Go.
Currently: 2/5 out of 337 Ratings on the App Store.
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MARTA describes itself as the largest transit agency in the United States, serving 500,000+ riders in the Atlanta area of the 1.7 Million metro Atlanta residents (source).
Reviews on the App Store reflect low ratings and usability issues.
With extensive User Research, we can review potential usability issues that iOS riders experience when using the app and begin to identify potential ways for designers to restructure the mobile application.
PROJECT
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The Metropolitan Atlanta Rapid Transit Authority MARTA is the primary transportation system of Atlanta, GA.
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Due to this integral position in Georgia's connecting residents, the MARTA On The Go app is rife with usability and design issues rendering the application unusable and disregarded by most MARTA riders*.
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By engaging in extensive usability research, we can explore robust ways to assist Georgians and visitors who ride the public transit systems in Atlanta.
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*For the scope of this project, I will focus specifically on the App Store (iOS) mobile version and riders who use iPhones.
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BACKGROUND
While primarily a train and bus system, MARTA connects the Atlanta Streetcar system, the GRTA Xpress commuter bus systems, and other county-specific transit systems. The metro Atlanta area is extensive, and as the prime Atlanta system, MARTA sits in a very integral connection point for several counties in Georgia. Unfortunately, the bus and rail system is intimidating and a hassle for many first-time riders or those who do not frequently use MARTA.
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Currently, most first-time riders (and those who do not rely on previous experiences on the transit for navigation), don’t have many options:
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Physical maps displayed around the station
Trial and Error
The kindness of strangers
A third-party app such as Google Maps
A combinationThese options can be confusing, uncomfortable, and potentially unsafe for some riders, often relying on time-consuming and costly trials and errors.
Next Steps:
The current application could be eroding trust in the app itself and also affects the experience and perception of the entire MARTA transit system. As trends have shifted away from tangible maps printable schedules, having a usable mobile platform is important.
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Organizing user interviews and or observational tests would help see what riders might want in a transit application. Comparing the negative iOS with the more positive Android application could add more information to the case study.
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Updating the iOS MARTA platform would enhance many riders' experience and create a more consistent, positive experience, especially for first-time riders.
