MTA
Overview
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.
Services
Website
mta.infoOpportunity
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.
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.)
Deliverables
4 in-person research days (24 user interviews)
Customer survey
User journey
Design and copy
App prototype (Adobe XD)
Results
5,600+
Downloads
4.8 (of 5) Stars
Apple App Store
Top 40
Travel App
310 Milliion Annual Crossings
$1BB+In Revenue at Stake