Utah Fares-And-Passes
Project Overview
The Utah Transit Authority (UTA) embarked on a multi-year initiative to replace its existing fare collection systems across all transit modes, including buses, TRAX light rail, and FrontRunner commuter rail. This comprehensive upgrade involved the introduction of new ticket vending machines (TVMs), bus and platform validators, inspection devices, and a mobile ticketing solution. The project aimed to streamline the rider experience by enabling seamless fare payments through UTA’s FAREPAY card and mobile devices.
Problem Statement and Approach
The challenge was to design a cohesive and user-friendly electronic fare system that could integrate all UTA transit services under a single platform. The existing system needed a unified payment method, causing inconvenience for riders who had to manage multiple fare systems for different transit modes. Additionally, the need for a mobile-first solution that allowed riders to quickly reload their FAREPAY cards and manage their accounts on the go was critical.
In collaboration with InComm Technology, our design team initiated an in-depth user experience research and design process. This involved extensive user testing, card sorting, and journey mapping exercises with stakeholders, including UTA managers, supervisors, and potential riders. The goal was to understand the unique needs and pain points of the diverse user base to create a system that was intuitive and accessible to all.
Solution
The result was a state-of-the-art, mobile-first website, and payment system for UTA’s FAREPAY card. The new system allows riders to purchase, reload, and manage their cards online or at kiosks throughout Utah. The design prioritizes simplicity and ease of use, featuring a clean, user-friendly interface catering to tech-savvy users and those less familiar with digital platforms. By integrating all UTA transit modes into a single, cohesive payment system, the new platform significantly enhances the rider experience, making public transportation more convenient and accessible for everyone.
TOOLS & METHODS
- Strategy and Concept Design
- Client Management
- Generative and Evaluative User Interviews
- Wireframe + Prototyping
- Usability Prototype testing
- A/B Testing
- Graphic Design
- Tools: Pen & Paper, Axure RP, Adobe Illustrator, Indesign, Photoshop, Microsoft Word, Excel
Task
Integration of UTA Buses and Trains into a Unified Electronic Fare Collection System
