MARTA + Westside Ridership Study
Atlanta's Upper Westside Community Improvement District (UWCID) and MARTA Army came to my team in hopes of improving the current transportation amenities that exist within Atlanta's West Midtown area. In particular, their focus is on three locations where MARTA bus-stops are present though little information or physical infrastructure is present to support the daily commute of users. My team's goal was to gather information about the current state of bus-ridership as it relates to individuals using the existing MARTA bus-stop amenities at these three areas.
Meet the Clients
Upper Westside Improvement District works to ehance the transportation network, connectivity, safety, and experience for all through investment of funds and investment in community partnerships throughout Atlanta.
MARTA Army is an independent grassroots action group that is committed to enhancing the ridership experience on public transit in Metro Atlanta.
Atlanta's Upper Westside Community Improvement District (UWCID) and MARTA Army came to my team in hopes of improving the current transportation amenities that exist within Atlanta's West Midtown area. In particular, their focus is on three locations where MARTA bus-stops are present though little information or physical infrastructure is present to support the daily commute of users. My team's goal was to gather information about the current state of bus-ridership as it relates to individuals using the existing MARTA bus-stop amenities at these three areas.
The Process
Objectives
During brainstorming, we focused on designing a doctor-patient video library tailored for elderly users (80+), addressing their unique challenges and exploring AI integration to enhance the experience.
I led the ideation on video styles—interviews, panels, animations, etc.—and guided a prioritization activity to decide which styles to test in research.
Our goal was to empower seniors in managing eye health with a user-friendly platform that integrates seamlessly into their lives. We also crafted stakeholder questions to ensure our research resonated with seniors, doctors, and the pharmaceutical company, prioritizing inclusivity and efficacy.
Our key stakeholders included:
seniors grappling with vision loss
doctors prescribing treatments
the pharmaceutical company behind the drug
By prioritizing the centrality of people and their needs, we were able to shape research questions and activities to ensure our proof of concept resonates with all stakeholders, fostering inclusivity and efficacy across the board.
Research
In our research, we used a multifaceted approach to understand the behaviors, preferences, and needs of individuals affected by eye disease and retinal specialists.
Who we engaged:
We interviewed 6 patients of this disease and 5 specialized ophthalmologists.
Assumptions we tested:
Video format is the preferred source for consuming educational content.
In the waiting room before appointments is the preferred interactions with the video library.
Content of videos should be focused on understanding this disease and the treatment.
Accessibility of videos is appropriate for patients, who tend to be older (70+ years) and have low vision.
AI avatars may be acceptable by ophthalmologists and their patients.
How we engaged:
Through a hybrid approach to research, we engaged remotely and in-person through:
Q&A Sessions: Participants shared insights on behavior, daily activities, interactions with healthcare professionals, and media consumption preferences.
Video Feedback: Using HeyGen, we created videos in various styles (Talking Head, animation, storytelling) to gauge preferences for educational content. I emphasized storytelling to represent patients' experiences.
Card Sorting: Participants categorized and prioritized video topics using high-contrast, accessible physical cards I designed.
Sacrificial Concepts: We tested low-resolution sketches and text explanations of video features to gather feedback on what was most helpful and exciting for users.
Clickable Prototype: Participants interacted with Figma prototypes for both doctor and patient-facing flows.
I contributed by crafting video scripts, designing card sorts, generating AI images on Midjourney, and structuring research objectives. This collaborative effort ensured our proof of concept was aligned with user and stakeholder needs.
Key findings
Through our research, we wanted to make sure the key insights we brought forth was interesting, actionable forIn our research, we focused on uncovering insights that were engaging, actionable for design, and valuable to the client. Key findings include:
Empowerment through information: Patients want practical advice on navigating vision loss and research-backed information about treatments. This indicates that video topics should cover the disease, drug side effects, and local support resources.
Personalization and representation: Patients value diversity and want videos featuring people who accurately represent them.
Tech challenges: Patients struggle with basic technology post-vision loss, suggesting that designs need to be extremely simple.
Doctor interaction remains crucial: Despite being empowered by educational content, patients still want to discuss it with their doctors, confirming the video library is supplemental, not a replacement for doctor interaction.
AI credibility: Both patients and doctors trust AI-delivered information as long as it’s accurate.
findings
Following the completion of our design iterations, we presented our design process to the client, guiding them through an interactive workshop titled "Creative Tensions."
This workshop served as a platform for collaborative exploration, enabling us to collectively address key questions surrounding the product's target audience, usability for patients, and overall viability of the video content library.
During the workshop, we facilitated discussions aimed at clarifying whether the primary focus of the product should be on doctors or patients, and how to strike a balance in making the technology manageable for patients while still meeting the needs of medical professionals.
Additionally, we encouraged the client to evaluate the feasibility and market potential of the video content library, prompting them to engage with their partners for further insights and validation for this proof of concept.
Reflections
Reflecting on the project, I would adjust several aspects for future work:
Client-Centric Organization: I would prioritize organizing and synthesizing my work with the anticipation that clients may view it. This would involve structuring deliverables in a format conducive to inclusion in our weekly client presentation decks.
By proactively considering how my work will be perceived by clients, we can facilitate clearer communication and alignment throughout the project.
By proactively considering how my work will be perceived by clients, we can facilitate clearer communication and alignment throughout the project.
Multi-purpose Research: I learned that sometimes research is to get the client more on board with the work and aligned on centering our users. Surprisingly, a few "key insights" uncovered through research align with our intuitive understanding or personal experiences.
Advocacy for Key Insights: Related to my previous point, I realize the importance of advocating more vigorously for my ideas, particularly those grounded in intuition that later proved to be key insights. For instance, recognizing the value of users desiring personal storytelling and representation in the videos, I would have pushed harder to integrate these elements into our research activities and design decisions from the outset.
By advocating for these ideas earlier on, we could have elicited deeper insights and better aligned our approach with user preferences, ultimately leading to more impactful outcomes for the project.
By advocating for these ideas earlier on, we could have elicited deeper insights and better aligned our approach with user preferences, ultimately leading to more impactful outcomes for the project.
Streamlined Design Process: In recognition of the need for collaboration with non-designers, I would adopt a quicker and more scrappy approach to design, focusing on making prototypes that are easily editable in tools like Figma.
This streamlined process would empower non-designers to make edits and provide feedback more efficiently, ensuring smoother iteration cycles and faster progress.
This streamlined process would empower non-designers to make edits and provide feedback more efficiently, ensuring smoother iteration cycles and faster progress.
Observations + Interviews
After we defined our process, we went out into the field to talk directly to the users that this project aims to serve. Questions were prepared, but most conversations evolved into unique user stories. These stories provided us with a better idea of what users value in their MARTA experience.
Although I'm unable to share more about this sponsored project, I did get to share my thoughts here. I'd love to chat about my contributions to this exciting project with you.