NYS MTA
Overview
The New York State Metropolitan Transit Authority (MTA) is the public benefit corporation responsible for overseeing and maintaining public transportation in the New York City metropolitan area. They’re the largest public transit authority in the US, serving more than 11 million transit passengers and up to 850,000 vehicles throughout their system on an average weekday.
Services
Website
Brief
When MTA bridges and tunnels moved to cashless tolls after decades of person-to-person cash toll collection, they were faced with a big challenge: connecting users who did not own E-ZPass tags with a way to pay toll bills that now arrived in the mail. They sought a technological solution that would make it effortless for drivers to find out if they owed a toll and pay it quickly.
Top 40
Travel App
Apple app store
5,600+
App Downloads
TO DATE
4.8/5
Rating
Apple app store
In order to design a solution to the EZPassless driver problem, our team needed to understand the user experience. We conducted extensive research with New York drivers over several days and identified specific pain points a solution would need to address. We discovered that many drivers expressed difficulty interacting with the MTA websites 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.).
The Lighthouse team, working with the 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. The app has more than 5,600 downloads to date and a 4.8-star (out of 5) rating in the Apple App Store. With 310 million annual crossings over MTA bridges and tunnels and more than $1 billion in annual revenue at stake, our solution makes it easier for more drivers to pay their tolls quickly and easily.