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0.0 table of Contents
Chapter 01
introduction Background The Problem Gap & Opportunity
Chapter 02
Research Question List Audience Spectrum Focus Group
Chapter 03
Strategies Deliverables Strategy Chart
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Chapter 04
DEVELOPMENT Brand Engage Encourage Enjoy Chapter 05
challenging time COVID-19 Impact Gaps & Opportunities
Chapter 06
appendix Resource Acknowledgements Colophon
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06 07 01 INTRODUCTION
C H I A Y I ( K E L LY ) C H E N
Chapter 01
introduction Background The Problem Gap & Opportunity
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M OT I M FA T H E S I S
0 1 I N T R O D U C T I O N – B AC KG R O U N D
1.1
Background
San Francisco has well-known bad traffic, including vehicles and public transportation. The reason why the traffic in San Francisco is so terrible is myriad. Taking public transportation can help alleviate the problem, but unfortunately people prefer to drive on their own for many reasons. As a student, my main way of commuting is by bus. Commuting is an indispensable part of my daily life, but I have thus found many inconveniences in the public transportation system. For instance, the complex transportation payment system, inadequate customer service support, the inconvenient deposit system. And then I thought if public transportation became more convenient and more intuitive, wouldn't that encourage people to use public transportation instead of driving? This idea eventually inspired this thesis project.
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01 INTRODUCTION–THE PROBLEM
1.2 the problem
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There are too many cars on the road, which causes traffic jams.
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According to INRIX* in 2019:
116
1436
97
Each people in San Francisco spent 116 hours stuck in the traffic.
The cost of congestion per driver in San Francisco is $1436.
It cost 97 hours per driver to find parking place.
*INRIX is a company which provides location-based data and analytics, such as traffic and parking, to automakers, cities and road authorities worldwide.
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In the rush hour after work, I often look at the stalled traffic, and the expressions on everyone's faces tell of their impatience. There is usually only one person in a car, and such cars are all over the street. I can't help thinking that if one out of 10 people chose to take public transportation, the congestion would be much better, but why wouldn't they? As a student, the most common vehicle I use is mass transit. However, during the two years in this area, I found a lot of inconveniences. The first is that the payment system is multiple and not uniform. Even with the Clipper Card, there is still considerable room for improvement. Then there is the imperfection of the transfer point. If you look carefully, you will find that the transfer route is a long detour. I come from Taiwan, a country famous for its excellent mass transit system, which makes me feel a more significant gap between the two. I can't help but wonder, in a highly developed and talented City like San Francisco,
What is the reason for this?
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M OT I M FA T H E S I S
01 INTRODUCTION–THE PROBLEM
“Americans will put up with anything provided it doesn't block traffic.” —Dan Rather
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Reason 01
There are a lot of deadhead driver.
More and more uber drivers are driving on the road waiting for people to get in while nobody in their car. Although carpool is a great idea for reducing car amount, the driver still spends 60% of their time waiting for people to get in.
Reason 02
The public transportation is too complex.
The public transportation in the Bay Area is running by 20 different operators. Therefore the paying method is complicated. Different regions and different transportation have different rates.
Reason 03
The existing paying method is not convenient enough.
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Clipper Card is the one people use for public transportation the most, but it still has a lot of inconveniences. For instance: You have to go to CVS or Walgreen to deposit your card. You can deposit online, but loading balance takes up to 5 days. To make matters worse, Clipper Card is not a name-based rationing plan. It is hard for users to get back their cards if they lost it, including their deposit in the cards.
0 1 I N T R O D U C T I O N – G A P & O P P O RT U N I T Y
1.3
gap& opportunity
Gap
Taking public transportation can alleviate this phenomenon, but the paying method of public transportation is not convenient enough.
Opportunity
The existing unified payment system is monopoly, and People expect more options to choose.
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018 019 02 RESEARCH
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Chapter 02
Research Research Within Question List Audience Spectrum Focus Group
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02 RESEARCH–RESEARCH WITHIN
2.1 research within
What Do I Think?
At the beginning of my thesis, the objective is not very clear in my head since public transportation involves many other related fields. The information I gain from further research helped me narrow my exact area of concern within my topic. These cards are part of an exercise that helps me figure out more about this issue. I gather the critical information through my research and categorize them into different categories. Through this exercise, I can better identify which will be the better solutions I can best provide. These cards reflect how bad San Francisco's traffic is and the wide range of possible solutions. They also show which institutions might be helpful to this phenomenon.
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0 2 R E S E A R C H – Q U E ST I O N L I ST
2.2 Question list
01 Questions for clarification
02 Questions that probe assumptions
Which kind of transportation do you use the most? Which kind of transportation is the worst? Why? Which kind of transportation do you think is the most efficient? How do you think the waste generated by congestion? How do you know about SPUR? Why is San Francisco not a driver-friendly city? How do you get traffic information? Do you think the natural factor cause lousy traffic? Is there a way that we can know more about the San Francisco transportation? How do you know about the SFMTA? Do you know there is a lot of article on SFMTA's website? How do you go to school? What is the reason you choose this way to commute? Have you ever overpaid the parking rate? Base on your experience, how often you were delayed by bad traffic?
Do you think it'll be quicker if you change the lane on the high way when meeting a traffic jam? Do you think carpool will decrease congestion? How do you think about charging for the congestion? Do you think it is possible for us to say goodbye to the traffic jam? Why? If public transportation can merge into one system, do you think it is a good idea for better communication between each operator? Do you think there is an organization trying to improve the traffic quality in San Francisco? Whom? Who can help us with better transportation? Can automatic transportation help decrease congestion? Do you think transportation can be automatically in San Francisco? Is there is an app that'll tell you the instant state of the traffic, are you interested in it? If there is another tool for paying the fee for public transportation, will you willing to try?
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03 Questions that probe reasons and evidence
04 Questions about viewpoints and perspectives
Do you feel safe about the traffic in San Francisco? Do you prefer driving on your own car in San Francisco or not? Do you agree or disagree the car amount should decrease? Do you think congestion is related to pollution? How often do you meet congestion? What is the reason you think that cause congestion? How do you think about parking in San Francisco? Is the parking pain drive your choice of commute? Do you think public transportation is much friendlier to the environment than driving car? What is the most irritating thing that might happen when transport? Do you use the Clipper Card? If so, do you ever lost it? What happened then? Instead of the vehicle, what do you think caused the bad traffic? Do you prefer parking in the parking lot or street parking? Why?
How do you think about the traffic in San Francisco? How do you think about the gas price in San Francisco? Do you feel comfortable driving your own car in San Francisco? Do you think carpool can reducing congestion? Why? What will you do when congestion? Are you satisfied with current public transportation? Why? How do you think about non-profit organizations? How often you notice the message from non-profit? Are you interesting in reading the article that is about transportation? How do you think about the parking rate in San Francisco? Do you feel comfortable about the automatic transportation? Which kind of transportation is the least one you'll choose? What is the worst time for driving? Why? What kind of transportation do you think most people use to commute? How do you think about SFMTA's website?
→ Question marked in red become the selected questions for further research.
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0 2 R E S E A R C H – Q U E ST I O N L I ST/ I N S I G H T S
2.2 Question list/ Insights
Question 01
If public transportation can merge into one system, do you think it is a good idea for better communication between each operator?
Insight
Resource
More uniform and convenient paying methods will attract more people to use public transportation.
“Right now we have a system, and a tradition, where each transit agency has its own map, its own color scheme, its own way to organize fares, its own way to describe its services.” —Brian Taylor, Professor at UCLA’s Luskin School of Public Affairs
Action
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I need to know more about the difficulties of transferring between each public transportation. I need to investigate the problems that people often have when they make rush-hour transfers.
Behind the push for a more regional, seamless integrated transit network mercurynews.com/2019/09/ 22/why-bay-area-transit-isbroken-and-who-is-workingto-fix-it/
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Question 02
Do you think public transportation is much friendlier to the environment than driving car?
Insight
Resource
Public transportation can reduce the need for many separate trips by private vehicles in dense urban areas, moreover, it can reduce the cars on the road and prevent congestion.
Between half and a third of the time Ubers and Lyfts are on the road, they don’t have any passengers. This is called “deadheading,” and it’s just as wasteful as it sounds: Ride-hailing drivers continue to cruise around after dropping someone off, emitting greenhouse gases and contributing to traffic.
Action
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I need to create an incentives that attract people to use transportation.
Uber and Lyft admit they’re terrible for traffic, finally grist.org/article/uber-andlyft-admit-theyre-terrible-fortraffic-finally/
0 2 R E S E A R C H – Q U E ST I O N L I ST/ I N S I G H T S
2.2 Question list/ Insights
Question 03
Do you use the Clipper Card? If so, do you ever lost it? What happened then?
Insights
I lost the Clipper Card twice, but I can't get it back because Clipper Card is not a name-based rationing plan.
Resource
If you happen to lose your Clipper card, you might still be responsible — until at least midnight — for whatever taps are wracked up on it even while it’s in the thief’s hands, reports KGO.
Stolen Clipper Cards Can't Be Cancelled Right Away (And You Have to Keep Paying) sfist.com/2015/08/26/stolen_ clipper_cards_cant_be_ cancel/
Action
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I need to come up with a better customer service system. I need to design a better solution for those who lost their assets.
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Question 04
Do you think carpool can reducing congestion? Why?
Insights
Resource
Carpool allows drivers to become passengers, reducing the overall number of cars needed.
“Ride-sharing services have enormous potential for positive societal impact with respect to congestion, pollution, and energy consumption.”
Stolen Clipper Cards Can't Be Cancelled Right Away (And You Have to Keep Paying)
—Daniela Rus, Director of MIT’s Computer Science news.mit.edu/2016/how-ridesharing-can-improve-trafficsave-money-and-helpenvironment-0104
Action
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If you happen to lose your Clipper card, you might still be responsible — until at least midnight — for whatever taps are wracked up on it even while it’s in the thief’s hands, reports KGO.
0 2 R E S E A R C H – Q U E ST I O N L I ST/ I N S I G H T S
2.2 Question list/ Insights
Question 05
Are you satisfied with current public transportation? Why?
Insights
Resource
Even though people can use Muni's app to pay the fares, most people still use the Clipper Card instead.
“I don't know others, but I don't feel comfortable using Muni's app because there is no interaction while paying by the app. And I feel like other people in the Muni though I didn't pay the fares, which makes me feel uncomfortable.” —Kelly Chen
Action
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I need to come up with a paying system that contains a more appropriate interaction design.
From the personal experience
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0 2 R E S E A R C H – A U D I E N C E S P EC T R U M
2.3 Audience Spectrum
Persona 01
Jessica → 23 years old → University Student → A member of the school volleyball team
Commuting Method → Muni Cost Per Month → Around $150 Frequency → Everyday (Twice A Day) Boarding Time → Not Fixed
Judy drives to her work place everyday. She park in the hospital parking lot most of the time.
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Persona 02
Judy → 38 years old → Nurse → Has her own car
Commuting Method → Car Cost Per Month → Around $250 Frequency → Wednesday to Friday (Twice a day) Boarding Time → 10:00 p.m./ 7:00 a.m.
Judy drives to her work place everyday. She park in the hospital parking lot most of the time.
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0 2 R E S E A R C H – A U D I E N C E S P EC T R U M
Persona 03
Kai → 25 years old → Interior Designer
Commuting Method → Muni Cost Per Month → Around $120 Frequency → Monday to Saturday (Twice a day) Boarding Time → 7:00 a.m./ 5:00 p.m.
Kai goes to his studio almost every day by muni. He lives in Japan Town which is a 30minute drive to his workplace.
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Persona 04
Sean → 46 years old → Office Worker
Commuting Method → Bart Cost Per Month → Around $170 Frequency → Monday to Friday (Twice a day) Boarding Time → 7:00 a.m./ 6:00 p.m.
Sean goes to his workplace by Bart when business day. He lives in Daly City and his office is located on Market Street.
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0 2 R E S E A R C H – A U D I E N C E S P EC T R U M
Persona 05
Alex → 43 years old → Lyft Driver Commuting Method → Car Cost Per Month → Around $500 Frequency → Everyday Boarding Time → Not fixed, but drive at least 8 hours a day
Alex is a lyft driver, he uses his car as a method to earn money.
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Persona 06
emma → 57 years old → House Maker
Commuting Method → Walking/ Muni Cost Per Month → Around $50 Frequency → Twice a week Boarding Time → Not fixed, depends on her schedule
Emma is a house maker, and she usually goes out by walk. However, she takes Muni twice a week for buying food and other things.
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0 2 R E S E A R C H – A U D I E N C E S P EC T R U M
Persona 07
peter → 23 years old → Graduate student Commuting Method → Walking/ Muni Cost Per Month → Around $50 Frequency → Not fixed Boarding Time → Not fixed, depends on his schedule
Peter is a graduate student who lives near his school. He takes Muni some of the time for his homework.
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Persona 08
sharon → 34 years old → Beauty Industry Worker
Commuting Method → Uber Cost Per Month → Around $1120 Frequency → Everyday Boarding Time → Not fixed, depends on her schedule
Sharon is the CEO of the beauty industrial brand; she goes to work by uber every day even when she goes outside when weekend.
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0 2 R E S E A R C H – FO C U S G R O U P/ P R E PA R AT I O N
2.4 focus group/ preparation
Overview
Planning
San Francisco has well-known bad traffic, including vehicles and public transportation. The reason why the traffic in SF is so terrible is because of numeral reasons. I am interested in understanding the context of this phenomenon and further to come up with a solution in a graphic design way. Here list of the process that I am pursuing: • Understand the reason for bad traffic in SF • Gathering the database behind the phenomenon • Looking for some interesting insights • Analyzing the competitors • Analyzing the advantage/ disadvantage of the project • Developing the solution in a graphic design way Participants
Participants must include: Various career. Different commuting habits. Live in San Francisco.
Time & Location
April, 06, 2019 06:00 pm 255 King Street, Room 303
18:00-18:30
Brief Introducing Pop quiz time Dining/ Communicating Discuss the topic: Preliminary Question Experiments sharing Basic personal survey Gathering the Pop quizzes
18:30-20:00 20:00-21:00
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Materials
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0 2 R E S E A R C H – FO C U S G R O U P/ Q U E ST I O N N A I R E
2.3 focus group/ QuestionNaire
↓ How do you commute to work most often? Muni / BART / Caltrain / Uber or Lyft / Walk / Drive / Others If you choose Uber or Lyft, what is the mode you usually choose? Carpool / By myself / Luxury rides / Depends On average, how long is your one-way commute time? Less than 15 min / 15-30 min / 30 min to 1 hr/ More than 1 hr / Depends How do you go usually get to the transit station(bus stop, BART station, etc.)? Walk / Drive / Uber or Lyft / Others How often do you use the above transportation? 1-3 a week / 3-5 a week / more than 5 a week / Others How important is it to you to have a wide variety of transportation options when determining where to live? Very important / Important / Slightly important / Not important at all How many apps related to transportation (transit apps/ Uber/ Lyft/ Waze/ Zipcar, etc.) do you have in your phone? o / 1 / 2-5 / More than 5 / Not applicable 044 045
If there is only one thing you can do to improve your transit experiences, what will you do?
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0 2 R E S E A R C H – FO C U S G R O U P/ PA RT I C I PA N T S
2.3 focus group/ PARTICIPANTS
Participants 01
Chu → Office worker → Bayshore → Muni/ Uber/ Lyft
“I think homeless somehow decrease the quality of the muni and Bart. If the homeless issue could be solved the experience of transportation will be better.”
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Participants 02
Chris → Graphic Design Student → Bayshore → Muni/ Uber/ Lyft / Bart
“If Bart can uniform the fare no matter where I go like New York City Subway, I would be more willing to take Bart.”
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0 2 R E S E A R C H – FO C U S G R O U P/ PA RT I C I PA N T S
2.3 focus group/ PARTICIPANTS
Participants 03
Chien → Illustration Student → King Street → Muni/ Uber/ Lyft
“I think the route of the mass transit system should be more intuitive. For example, the MRT system in my country is very clear and easy to understand.”
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Participants 04
Thomas → College Student → Bayshore → Muni
“I think the terrain of San Francisco affects the flow of traffic. The checkerboard layout of the house is built on uneven terrain, making transportation more difficult.”
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0 2 R E S E A R C H – FO C U S G R O U P/ PA RT I C I PA N T S
2.3 focus group/ PARTICIPANTS
Participants 05
Sharon → Fashion Merchandising Student → Campus Dorm → Muni/ Uber/ Lyft
“There should be more rigor about whether passengers buy tickets, which I believe will help keep the public transport system running in some way.”
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Participants 06
Zoey → Fashion Merchandising Student → Filmore Center → Muni/ Uber/ Lyft
“I think the congestion maybe cause by the lack of parking spot. There are always a lot of vehicles driving around the Market street trying to finding the place to park.”
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0 2 R E S E A R C H – FO C U S G R O U P/ PA RT I C I PA N T S
2.3 focus group/ PARTICIPANTS
Participants 07
betty → Interior Designer → King Street → Walk/ Muni/ Uber/ Lyft
“Some mass transit like Bart and muni is too unsafe for me to board at night. A lot of times I’d rather take Uber or Lyft.”
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Participants 08
Zak → Van Ness Street → Uber/ Lyft
“I think the long construction time will also affect the traffic. The construction on Van Ness street really impressed me.”
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0 2 R E S E A R C H – FO C U S G R O U P/ PA RT I C I PA N T S
2.3 focus group/ PARTICIPANTS
Participants 09
isa → 2D Animation Student → Campus Dorm → Walk/ Muni/ Uber/ Lyft
“I think there are too many one-way streets in downtown San Francisco, making rush hour traffic even more congested and terrible.”
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Participants 10
eason → 3D Animation Student → Van Ness Street → Muni/ Uber/ Lyft
“Muni has irregular shifts, sometimes three buses at a time, sometimes I have to wait half an hour for a bus. If this issue can be improved, I’ll be more willing to take muni.”
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0 2 R E S E A R C H – FO C U S G R O U P/ PA RT I C I PA N T S
2.3 focus group/ PARTICIPANTS
Participants 11
ian → Visual Effect Student → Fillmore Center → Muni/ Uber/ Lyft
“Personally, I think the road regulations are not good. Large cars can also come into the city, making traffic more chaotic throughout the city.”
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Participants 12
Julie → Game Design Student → Fillmore Center → Muni/ Uber/ Lyft
“Although muni has its own lane, many cars ignore it and drive in. In fact, on closer inspection, they must still enter the muni lane when the cars turns right.”
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0 2 R E S E A R C H – FO C U S G R O U P/ PA RT I C I PA N T S
2.3 focus group/ PARTICIPANTS
Participants 13
Jean → Illustration Student → King Street → Muni/ Uber/ Lyft
“Muni is late so often that I don’t want to catch it in a hurry.But even I take Uber, the traffic jam still drives me crazy.”
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Participants 14
Jake → Fine Art Student → Sunset → Car/ Bart
“The parking in San Francisco is not convenient. Even though there are many apps, none of them satisfy me. If there’s an app that tells me where to park on the street, I'm willing to pay for it.”
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0 2 R E S E A R C H – FO C U S G R O U P/ PA RT I C I PA N T S
2.3 focus group/ PARTICIPANTS
Participants 15
bob → Visual Development Student → Bayshore → Muni/ Uber/ Lyft/ Bart
“I always have a hard time figuring out the roadmap of muni. Hope they can fix it and make it more comfortable to understand..”
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Participants 16
Annie → Interior Designer → Oakland → Muni/ Uber/ Lyft/ Car
“It’s easy to get a ticket in San Francisco, and the oil prices are going up, that’s why I don’t really consider San Francisco as a driverfriendly city.”
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02 RESEARCH–INSIGHTS
2.3 focus group/ insights
Insights 01 In Thailand, traffic jams are so bad that people can order food in traffic. —Annie
Insights 02 In China, the construction of public transportation system is very fast, which helps avoid the traffic jam caused by the construction in this area. —Zoey
Things Being Said
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Slow engineering speeds indirectly affect the level of traffic congestion. The slower the engineering speed, the greater the congestion problem.
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Insights 03 When I was in Houston, I found that there were toll highways that were less congested than freeways. —Jack
Things Being Said
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In typical cases of congestion, vehicles move faster when the volume of traffic decreases. Therefore one effect of tolls is to increase traffic speeds by reducing the number of vehicles in the scarce road space. The higher the speed desired, the higher the toll has to be in order to exclude a higher number of vehicles from the congested road.
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02 RESEARCH–INSIGHTS
2.3 focus group/ insights
Insights 04 Would it be more efficient if Uber car pool could reserve fixed schedule in advance, such as fixed time from Monday to Friday? —Julie
Things Being Said
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Carpool is a good idea to reduce the car amount on the road. But I usually take regular Uber/ Lyft because I don't have time waiting for it to pair the driver for me in the busy morning.
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Insights 05 Since we can use the app to pay for parking on the street, we may use the same technology to collect data and further develop an app that can provide timely parking information. —Zak
Things Being Said
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Parking is a headache, especially in urban areas. I usually have to drive around again and again to find a space. I wonder if an app works with tolls so I can find a parking spot much easier.
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02 RESEARCH–INSIGHTS
2.3 focus group/ insights
Insights 06 Sometimes car pool take longer than the muni. The reason is that there are always people getting on the car, which will extend the commute time to match the route. —Isa Insights 07 The traffic indicators of Bart are very difficult to understand, and I often waste time because of reading them wrong. —Bob
Things Being Said
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Carpool often takes longer to get to its destination than I expected. The reason is that the total distance is often longer because of the sudden addition of passengers.
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Insights 08 South Korea has driverless beltway 8 public transport, which greatly improves the accuracy of vehicles arriving at the station due to its unmanned vehicles. —Sharon
Things Being Said
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A lot of times traffic jams are caused by people. I often see people in front of me in a daze, not noticing that the red light has turned green.
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02 RESEARCH–INSIGHTS
2.3 focus group/ insights
Insights 09 Without improving the mobility of mass transit, car owners will not be willing to give up driving. The biggest disadvantage of public transportation is that it is unable to accurately control the commuting time. —Ian
Things Being Said
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Even though the traffic jam was painful, I still rather chose to drive by myself. The reason is that I don't want to worry about if my Clipper Card has enough money, and it was really inconvenient to store value.
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Insights 10 Road laws need better regulation. Although cars are banned from muni only lanes, they are forced to cross the lane when they turn right. —Betty
Things Being Said
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I often take mass transit during rush hour because Muni has its own Lane. Disappointingly, many cars still drive on Muni's exclusive roads despite the law.
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02 RESEARCH–INSIGHTS
2.4 Survey data
Survey Demographic
Total | 20 Age | Between 18-35 Gender | Female:11 / Male: 9
15-30%
80% of the participants choose carpool when taking Uber or Lyft.
is the average time of participants' one-way commute.
75% of the participants get to the transit station by walking.
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55% of the participants taking public transportation more than three times a week.
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20% 40%
of participants commute to work by walk most often.
of participants commute to work by Uber or Lyft.
40% of participants commute to work by public transportation, including Bart, Muni, and Caltrain.
95%
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of participants have no more than 5 application related to transportation.
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Chapter 03
Strategies Deliverables Strategy Chart
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M OT I M FA T H E S I S
If public transportation became more convenient and more intuitive, wouldn't that encourage people to use public transportation instead of driving?
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Application
ENGAGE
Physical Card
encourage Website
EnJOY
Promotion
Advertising
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0 3 ST R AT EG I E S – D E L I V E R A B L E S ST R AT EGY C H A RT
3.1 DELIVERABLES STRATEGY CHART
Topic Area
Transportation in SF BayArea
Outcome
Improve the commuting experience in SF BayArea
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01 Insights
Carpool is a great idea for reducing car amount, but more and more uber driver driving on the road waiting for people to get in while nobody on their car.
Materials
Giveaway
Strategy
Decrease the amount of “deadhead driver” on the street.
Advertising
Delieverables
Carpool Reserving system: Combine the carpool system and the reservation, decrease the amount of “deadhead driver” on the street.
Application
Website
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0 3 ST R AT EG I E S – D E L I V E R A B L E S ST R AT EGY C H A RT
02 Insights
People move farther afield due to the high-cost house rate. However, the complex public transportation system in SF is not friendly for people who live far away.
Materials
Physical Card
Strategy
Provide a smoother commuting experience. Unify the 20 different mass transportation system in the Bay area.
Packaging
Delieverables
Integrate the public transportation system in bay area to improve the utilization rate of public transportation. Promotion
Application
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03 Insights
In my country, our transportation card can combine with VISA or Master Card. Furthermore, that particular card can be used to pay when buying stuff in-store.
Materials
Application
Strategy
Develop a transportation card which can merge credit card and commute fee, or more.
Physical Card
Delieverables
Redesign SF's transportation card. More functional and easy to deposit money into the card.
Promotion
Advertising
Kiosk
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Chapter 04
DEVELOPMENT Brand Engage Encourage Enjoy
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4.1 Brand
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Moti is a brand that improves people’s commuting experience in the San Francisco Bay Area. The main goal is to encourage people to take public transportation and reduce car amounts to prevent congestion. Moti provides an easy and united way to transit. Together, we can decrease the car amount, also greenhouse gases. «««
0 4 D E V E LO P M E N T– E N G AG E
4.2 Engage
Engage Moti uses a bold, vivid, popping visual system to catch people's eyes. The key element, the circle, represents the concept of the whole, one-stop service. It also represents the intuitive and smooth user experience Moti will provide. Through promotion, the use group will be further expanded and public transportation will become the first choice for commuting.
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4.3 Encourage
Encourage Moti uses a complete one-stop service, which integrates the public transportation payment system in the San Francisco Bay Area, to attract people to engage with. From Caltrain to Bart, from Muni to carpool, the users can use only one app or card to complete all transit.
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Moti app is an all-in-one transit method for the Bay Area. Moti app can hold transit passes, cash value, or any combination. Cash value works on all participating transit systems. Users can add value to their card by this app, or set up Autoload. When users use Moti Card or App, their mileage will become points* and can be redeemed as a deposit to your next trip, which can encourage them taking public transportation more.
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4.3 Enjoy
Enjoy Moti focuses on user experience as well as functionality. Both the website and app have instant customer support services, people can enjoy using Moti’s product through instant support services. Through Moti’s daily feeds, the users can be more aware of their environment around transportation and let them know how their actions will impact society.
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Chapter 05
challenging time COVID-19 Impact Gaps & Opportunities
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0 5 C H A L L E N G I N G T I M E– COV I D 19
5.1 covid-19 impact
“IF IT SMELLS LIKE BLEACH WHEN YOU GET ON A BUS OR WHEN A CHILD GOES TO SCHOOL, IT IS NOT BAD COLOGNE.” —ANDREW CUOMO 0132 0133
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The COVID-19 pandemic that has killed hundreds of thousands of people around the world also presents a profound threat to the future of transit. As people shelter in place and practice social distancing, transit systems are experiencing plummeting ridership and revenue. Parking fees, bridge tolls and other transportation-related fees are drying up, as well. To compound the challenges, some have suggested that density heightens the risk of contracting the disease, which has inspired not only anti-transit sentiment but arguments against cities themselves.
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0 5 C H A L L E N G I N G T I M E– COV I D 19
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How COVID-19 impact public transportation?
Public transportation services reduce, or discontinue.
Affect transit systems’ financial stability.
Transportation becomes more and more inconvenient.
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Bay Area Rapid Transit ridership plummeted by 90%, prompting reduced service hours, cut short turns on lines, and longer train lengths to accommodate social distancing. Frequencies were reduced to half an hour per line. Most services were shut down in San Francisco. Muni has made necessary service reductions during the order to shelter in place. Muni Metro is temporarily closed.
In cities where ridership is down, experts predict that revenue loss could prolong transit’s financial woes well beyond the coronavirus outbreak. Ridership is “always volatile and heavily driven by factors outside an agency’s control,” writes Jarrett Walker, a transit consultant and author of Human Transit.
As a result of the drastic reduction of public transportation, commuters may need to walking farther to alternate transportation or spend more time waiting for a shuttle than before.
0 5 C H A L L E N G I N G T I M E– G A P & O P P O RT U N I T Y
5.2 gaps & opportunities
Gap 01
Temporary transit changes are hard for many people with disabilities, and older adults who walk farther to an alternate bus or pay for other transportation aren’t possible.
Opportunity 01
collaborate with SFMTA program: Essential Trip Card To address this need, the SFMTA created the Essential Trip Card to help older adults and people with disabilities take and pay for essential trips in taxis during this crisis. The ETC will subsidize about two to three round trips by taxi per month for older adults (persons 65 and older) and people with disabilities. Eligible participants will pay 20% of the cost of a regular cab ride fare for essential trips. The program uses taxis to take people on essential trips like going to the grocery store, pharmacy or another necessary medical trip during the shelter-in-place period. Customers who pay $12 will receive $60 value for taxi trips on a debit card. The opportunity for Moti is to collaborate with the SFMTA of this program. While Moti provides an intuitive user interface and experience, this program can become more convenient and easy to apply through the Moti’s App. Users can merge this program into their physical card instead of getting another card from SFMTA, and the app can also work as the tool of this program.
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Gap 02
M OT I M FA T H E S I S
due to the reductions in public transportation services during the pandemic, People who don't own a car have a harder time getting between home and work than those who do.
Opportunity 02
collaborate with SFMTA program: Essential Worker Ride Home The Essential Worker Ride Home program provides a reliable and safe taxi ride home from work for essential employees commuting to and within San Francisco, helping to fill the gap left by reductions in public transportation services during the order to shelter-in-place. The opportunity for Moti is to collaborate with the SFMTA of this program. While Moti provides an intuitive user interface and experience, this program can become more convenient and easy to apply through the Moti’s App. Users can apply for this program/ submit a reimbursement through the Moti app.
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Chapter 06
appendix Resource Acknowledgements Colophon
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0 6 A P P E N D I X– R E S O U R C E
6.1 resource
Focus Group Attendees Chu Yeh Office Worker Chris Wang Graphic Designer Chien Wu Illustrator Thomas Chou College Student Sharon Hsu Office Worker Zoey Chao Office Worker Betty Wang Interior Designer Zak Chen Industrial Designer Isa Chang 2D Animator Ian Lo 3D Animator Eason Lin 3D Animator Julie Chiang Game Development Student
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Jean Chang Illustrator Jake Kong Fine Art Student Bob Chen Visual Development Student Annie Hsiao Interior Designer Kai Hung Interior Designer
C H I A Y I ( K E L LY ) C H E N
Photo Credit page 02 Nout Gons from Pexels page 06 Noah Berger, Special To The Chronicle page 19 Snapwire from Pexels page 20-27 Jorge Fakhouri Filho, Italo Melo, Anna Shvets, Marcus Aurelius, Nashua Volques-Young, Christina Morillo from Pexels page 29-57 Chia Yi (Kelly) Chen page 58 Mikechie Esparagoza from Pexels page 66 Craig Adderley from Pexels page 68 Chia Yi (Kelly) Chen page 112 Noah Berger from AP page114 Photo by Sergio Ruiz page 116 Karen Ducey from Getty Images
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0 6 A P P E N D I X– AC K N OW L E D G E M E N T S
6.2 ACKNOWLEDGEMENTS
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To my family Dad, mom, grandma, and brother, thank you for always supporting and respecting my decisions and giving me such a loving and supportive family that encourages me to pursue my dream. I feel blessed to have you all as my family. To my instructor Thanks to Mary Scott, Phil Hamlett, Christine George, Wioleta Kaminska, Hunter Wimmer, John Nettleton, Christopher Morlan, David Hake, Sandra Isla, Susan Pasley, and Monica Berini for guiding, inspiring, and encouraging me to become a professional designer. To my friends I'm lucky to have you all in my life. Thank you for always stand by my side; thank you for loving, supporting, inspiring, and understanding me; thank you for being an essential part of my life. To Peanut Thank you for always being there to protect me and support me. Thank you for being with me all the time. Thank you for loving me.
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0 6 A P P E N D I X– AC K N OW L E D G E M E N T S
6.3 colophon
Contact Chia Yi (Kelly) Chen +1 415 926 1498 kellychen19941228@gmail.com kellychendesign.com School Academy of Art University School of Graphic Design 79 new montgomery Street San Francisco, CA, USA Major MFA Graphic Design and Digital Media Instructor Mary Scott Book Title Eccentricity Font Gopher Plantin MT Pro Printing + Binding blurb.com/ Text + Cover Stock Mohawk Fine Paper Uncoated 100# Image Wrap Photography Chia Yi (Kelly) Chen Dids, Ali Yildirim, Roman Koval, Cottonbro, Daniel Frank, Zhu Peng from Pexel
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