RTD Ethnography Report

RTD

Ethnography

Report

by Shannon Hickman

CREATIVE BRIEF

Objectives of UX

The purpose of this report is to help the Denver RTD create a more pleasant user experience for its primary users. This document helps shed light on the main users of the RTD and their concerns when using the strong inductive proposal was formed. The purpose of the conclusion set forth is to inform the RTD on any

inclined to choose the RTD as their primary form of transportation.

SUMMARY

Priorities of the RTD The mission of the RTD is to ensure safety and

other specialty services. They are committed to the recognize that there is always room for improvement.

Safe and on-time scheduled service is a critical part

more user-friendly so that people will make it their primary form of transportation?

Mission

RESEARCH PROTOCOL

HYPOTHESIS

The initial hypothesis was that people do not understand parts of the RTD system and that experience where they got lost on the RTD.

SUBJECTS mode of transportation for people who would like to venture out into the city-people such as people who would like to visit their friends and family who are at further distances from them. have a large group to travel with or they don’t riders? Should they get their own train? They

METHODOLOGY what kinds of people in general are regular users of the RTD? This was in addition to my own personal experience using the understand the issues and touchpoints that were discussed.

The stories were then analyzed and considered for interview then interviewed with the same set of questions.

RESEARCH

INTERVIEW QUESTIONS 1 using the RTD? 2 How much time a day do you spend traveling? How much of this time is spent on the RTD? 3 4 5 6 7 8 9

RTD USER'S EXPERIENCES

ensuring the vehicles are always on time. Costs and method of payment was an issue was well (no credit card payment allowed). give users the idea that the RTD is not communicating well with

some people couldn’t even get in through the doors. Passengers destination. Some end up refusing to use the RTD ever again.

RESEARCH RESULTS

RESEARCH RESULTS Average Daily Amount of Travel Time 4

Typical Method of Travel

3

1 Bus

1

1 Light Rail

3

4 2

Car

1 0

0-30 30-60 60-90 90 or more Daily Average Travel Time (min)

General Attitude Towards the current RTD services

Positive (30%) Negative (20%) Neutral (20%) Undecided (30%)

Positive Points Light rail is convenient when I don’t want to park, or when

Negative Points Bus/train was late by 5 or more minutes multiple

the weather is too bad to walk, drive or ride a bike.

times to the stop or station.

the day such as morning/evening rush hour.

displays don’t match up, or aren’t updated.

Public transportation is good for traveling when you don’t have a car and helpful for the environment.

It is nice having a bus stop/light rail so close to my house because I don’t use my car that often.

Schedules on the website/app and posted on the

Light rail can be expensive for a one-time use compared to the bus.

Light rail seems to take a long time when you are going all the way to the end of the line, because you have to wait for all the other stops.

Solutions

Improving RTD Brand Attributes

Customer service is a critical aspect of RTD’s philosophy. By recognizing the key components present in the interviews

relationship with users to ensure that they will continue to choose RTD as their preferred method of transportation. Safe and on-time scheduled service is another very important part

with the schedules. Some complained that there are not enough vehicles running at peak hours in the day or during

of many features that the RTD should consider trying to

Recommendations

Based on the data collected from research online and

estimated arrival time or how many stops it is away

principles of the RTD experience.