When the MTA Bridges and Tunnels moved to cashless tolls, they encountered users who did not possess E-ZPass tags and were confused about how to pay the toll bills that were now coming in the mail.
The Opportunity
The MTA sought a technology solution to make it easier for New York-area drivers to find out if they owed a toll bill and pay
it quickly.
Creative Insight
LHC, working with MTA’s technology partners Globant and Conduent, conceived an intuitive, user friendly mobile app that allows users to access the MTA’s tolling system and pay tolls and penalties.
Execution
LHC conducted research sessions with NY drivers, identifying specific pain points to address. Many drivers expressed difficulty interacting with the MTA website(s) and call centers so we user-tested design and copy variations, and created an app user flow that aligned to a complex user journey (delinquent payments, violations, etc.)
Results
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Downloads
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Apple App Store
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Travel App
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Annual Crossings
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In Revenue at Stake
Deliverables
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4 in-person research days (24 user interviews)
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Customer survey
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User journey
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Design and copy
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App prototype (Adobe XD)