Enhancing The MBTA's Wayfinding Experience for a Sustainable Boston.
Behavioral Design • Service Design
Role
UX Designer & Researcher
Team
Jane Effanga, Arpi Dayian, Linda Zeng, Sushmita Surendranath
Timeline
Mar - Apr 2023
Tools
Figma, Adobe Illustrator, Microsoft Forms, SketchUp
01
Background & Context
This project was completed during my Master's in Experience Design program as part of the Design for Behavior and Experience course, which focused on developing design solutions to promote healthier, more sustainable human experiences, guided by the Sustainable Development Goals (SDGs) set by the United Nations.
Working in teams, students were tasked with selecting a Sustainable Development Goal (SDG), identifying a local need linked to specific targets within that SDG and developing a design project that could lead to meaningful behavior changes. Our team chose SDG 11: Sustainable Cities and Communities, specifically Target 11.2 which focuses on affordable and sustainable transport systems.
Sustainable Development Goal 11 - "To make cities and human settlements inclusive, safe, resilient, and sustainable."
TARGET 11.2 - Affordable and sustainable transport systems
CONTEXT
The Massachusetts Bay Transportation Authority (MBTA) plays a critical role in providing safe, accessible, and sustainable transportation for Boston residents. Our preliminary research indicated that commuters often face challenges navigating the MBTA system, with one of the key issues being inadequate wayfinding and signage. These difficulties can discourage some users from utilizing public transit, potentially contributing to traffic congestion and air pollution.
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Our initial objective:
"How might we improve the wayfinding experience within the MBTA system to make it more user-friendly and encourage greater use of public transportation, thereby contributing to a more sustainable urban environment."
I.
Research & Insights
Our primary data collection methods were field observations, surveys and interviews, and each method had specific research objectives.
FIELD OBSERVATION
Our objective was to identify the strengths and weaknesses of existing navigation and wayfinding systems, ​Observe how commuters interact with the current system to pinpoint areas of difficulty or confusion and assess the efficiency and effectiveness of the current wayfinding system.
Findings and Takeaways
Physical environment is dingy and dull with sporadic bright lighting. Multiple floors with lots of stairs/escalators and signage. Occasionally busy and noisy with periods of quiet.
Commuters primarily interacted with ticket kiosks and turnstiles, rarely interacted with each other, were hesitant to ask for help, and frequently used their phones.
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SURVEYS & INTERVIEWS
Our objective was to Gather insights on commuters' experiences and opinions regarding public transportation navigation and wayfinding, Observe commuter interactions with the current system to identify areas of difficulty or confusion and Evaluate the efficiency and effectiveness of the current wayfinding system.
Findings and Takeaways
We conducted a survey with 46 respondents (online and at MBTA stations) and interviewed 3 MBTA workers about their responsibilities, common commuter issues, and suggestions for improving navigation.
Survey Insights:
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Confidence in Navigation: 64% are confident using multiple routes; 58% can follow MBTA signage, but only 42% can explain routes to others.
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Challenges: 47% struggle without phones, and 36% are unsure where to go after exiting stations.
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Anxiety: 40% feel anxious in unfamiliar stations.
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Usage: Most use trains requiring transfers, with 91% relying on the internet for navigation.
User Quotes
Interview Insights:
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Common Issues: Confusion around directions, connections, ticket purchases, and finding restrooms.
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Worker Observations: Tourists struggle with ticket booths and unclear signage.
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Suggestions: Interactive maps, color-coded pathways, landmark-based info, and debit card payments.
Overall, while regular users show reasonable confidence, significant challenges in navigation and wayfinding remain, especially for tourists and first-time users. Enhanced interactive maps, clear signage, and easier payment methods are needed to improve the commuter experience.
II.
Problem Framing
BARRIER IDENTIFICATION
To identify and categorize the barriers to adopting our wayfinding interventions, we used the COM-B model (The BIT Barrier Tool). This behavior change framework categorizes barriers into three components: capability, opportunity, and motivation.
Capability
(Knowledge & skills)
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Language barriers making communication frustrating
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Difficulty identifying signage and understanding directions
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Misinterpreting maps and wayfinding resources
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Unawareness of more efficient commute options
Opportunity
(External factors and influences)
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Poorly advertised signage leading to confusion
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Lack of timely information in time-sensitive situations
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Absence of environmental prompts or nudges to redirect commuters
Motivation
(Internal processes and decision-making.)
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Desire for perceived independence leading to hesitation to ask for help.
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Low confidence in navigating the system resulting in avoidance of use
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Preference for familiar routes over new ones
USER NEEDS ASSESSMENT
Based on our research, we developed two personas to represent typical MBTA users and their needs. One of the personas, Anna, was used to create a detailed journey map. This journey map visualizes Anna's experience navigating the MBTA system, highlighting her pain points and identifying opportunities for intervention. Through this process, we gained valuable insights into user behavior and challenges, which informed the design of our wayfinding solutions.
PROBLEM FRAMING
After conducting research and behavior analysis, we refined our initial "How Might We" question to better address the specific insights we gathered. ​The refined question is:
How might we increase individual agency and confidence in using the MBTA's sustainable transportation system through effective wayfinding interventions?
BEHAVIOR CHANGE PLAN
III.
Ideation & Concept Development
FRAMEWORK & STRATEGY
We used the Make It Toolkit framework, focusing on four key strategies relevant to our behavioral change objective:
Simplify the navigation process with clear signage, intuitive maps, and user-friendly technology to help passengers easily find their way through the MBTA system.
Use bold and distinctive visual cues, such as color-coded lines and prominent landmarks, to help passengers quickly identify their location and navigate to their desired destination
Provide passengers with the information and tools they need to make informed decisions and feel confident using the MBTA system
Create a visually appealing and engaging environment by incorporating art installations, greenery, and other aesthetic elements that enhance the passenger experience and promote the use of public transit.
BRAINSTORMING & CONCEPT SKETCHES
We brainstormed ways to apply the MakeIt strategies and came up with the following ideas:
Based on these brainstorming insights, we proposed a design intervention that includes physical space enhancement and a user-friendly kiosk interface. These interventions aim to improve wayfinding and create a more welcoming environment for commuters, ultimately increasing their sense of control and confidence in using the MBTA.
1. Space enhancements
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Clear and visible signage
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Lighting paths on ceilings
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Colorful lighting installations
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Central node of information at station entrance
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Redesigned "you are here" maps for better orientation
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Simplified maps and icons for easy understanding
2. User friendly kiosk
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Interactive touch screen
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Multi-language support
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Destination search
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Easy navigation and clear instructions
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Real-time updates on schedules, delays, and routes
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Ask an agent
IV.
Prototype and User Testing
PROTOTYPE
Following the concept development, we created high-fidelity prototypes to visualize and bring our design interventions to life. These included a rendered version of the train station with enhanced lighting and a user-friendly kiosk interface to provide real-time information and simplify navigation.
USER TESTING AND FEEDBACK
We conducted user testing sessions to gather feedback on our prototypes. Participants were shown the prototypes and asked to provide their thoughts on the design.
Likes
Participants appreciated the innovative overhead lights and intuitive color-coded navigation, noting that the enhancements made the station more attractive and welcoming. The design was praised for catering to diverse demographics, including foreign travelers, and features like address lookup and local attractions were seen as valuable additions.
Critiques
Some concerns were raised about elderly users potentially hesitating to use the kiosks, and the overhead lights not clarifying train directions. There was also skepticism about whether navigation issues are the primary reason for low MBTA usage.
Suggestions for Improvement
Suggestions included developing a mobile app version of the kiosk interface, adding maps for mobility-impaired users, integrating audio/voice activation, and providing clear ticketing instructions to enhance the user experience.
Questions Raised
Participants asked if the system would address platform directions, the number of languages supported, the costs of implementation, the availability of an app version, enhancements for visually impaired users, and budget considerations.
03
Reflection
Project Challenges
The most challenging part of the project was synthesizing the broad issues of public transportation into tangible solutions within a semester. Despite major MBTA issues like poor infrastructure and unreliable schedules being beyond our control, we focused on small, actionable interventions that could integrate with the existing system. Using straightforward frameworks like the Make It Toolkit’s Behavior Change Strategies helped us stay on track and manage these challenges by simplifying our approach.
Key Learning
One key learning was the value of field research. Visiting train stations, speaking with MBTA workers, and observing user navigation provided invaluable insights that online research could not. This hands-on approach revealed practical wayfinding obstacles and informed our design intervention more effectively. Direct, on-site research is crucial for understanding user experiences and grounding design solutions in real-world contexts.