Current offering allowed for individual alerts, per transit line or location but wasn’t responsive enough to increase customer satisfaction. Riders needed a product that had a holistic understanding of riders specific route. Although delays and interruptions were inevitable, they needed transparency for the specific outage affecting their commute. My team included of CTA and Metra commuters who had exposure to these interruptions and delays—this hit home for us.
In response to the brief, my team had the following initial assumptions based on what we know as CTA and Metra commuters:
To further familiarize ourselves with the transit space, we looked at what digital resources CTA riders utilized in their daily commute. We identified our top three competitors to be GoogleMaps
, and Moovit
. These competitors offered navigation information for many modes of transportation—public transportation, ridesharing, walking, and biking. Also, they provided information of current delays and interruptions. Also, most services even provided alternative route options during these delays and interruptions.
We utilized the CTA 2016 Annual Ridership Report
, to further familiarize ourselves with the project brief. We investigated the following changes that had a potential impact on the ridership figure.
Our initial research presented us an opportunity to challenge the brief a little further. Our brief posed the problem that delays and interruptions contributed to the decrease in CTA ridership. We validated the decrease in total ridership with the CTA 2016 Annual Ridership Report
. However, the data showed that delays and interruptions had a small contribution to rail ridership with 0.7% decrease YOY.
We utilized the RTA Strategic Plan Progress Report
to understand the decrease in rail ridership further. Regardless of the decrease in overall ridership, the Regional Transit Authority (RTA) saw an upward trend in rail ridership. But we uncovered an interesting data point—since 2012, there was a downward trend of transit trips per resident. If rail ridership was pretty stagnant, why are riders riding the CTA less frequently over the years?