C A S E S T U D Y
Testing a new fare discount program for CapMetro users
UX Research Interns
Senior UX Researcher
Sherry Mathews Group
Team
Tools
Google Workspace
Zoom
Skills
Qualitative Research
February - March
(2 Months)
Role
UX Research Intern
Timeline
Project Overview
Capital Metro needs to conduct two rounds of one-on-one qualitative usability testing for the AMP Fare System, an account-based feature that tracks fare capping and Equifare services. These features are being added to the Fares and Passes section of CapMetro’s website. The goal is to evaluate and refine the usability of the new AMP System integration to ensure a seamless user experience for customers.
Problem Statement
Outcomes
After rounds of iteration, the updated “fares and passes” design was well-received and easy to use. CapMetro users can learn about the new AMP and Equifare programs quickly. By Incorporating user feedback, we refined and improved the clarity of the AMP and Equifare program descriptions, ensuring that the website provides clear and concise information about the programs' operational mechanisms and application processes.
Two rounds of usability testing
Scope
CapMetro anticipated two rounds of testing: an initial round followed by another after iterations, with the second round reviewed based on the results of the first user testing phase.
Deliverables
Two topline reports were provided within days of completing Rounds 1 and 2 of testing.
One final comprehensive report was provided two weeks after testing was completed.
Timeline
Research goals
Outcomes that provided direction
Users' ability to find and understand the various options and programs within the new fare-capping system.
Users' ability to locate and comprehend information about the new AMP account system.
Users' understanding of the fare-capping program.
Users' understanding of fare levels within fare capping (regular, reduced, and Equifare) and which fare level they qualify for.
The intuitiveness of the UI controls.
Insights into user pain points.
How well users can interpret fare types and payment options in real-world scenarios.
Potential barriers to AMP system adoption.
Insights on how to improve user flow after implementing the AMP system.
Research questions
Can users find the various options and programs in the new fare-capping (earn-as-you-go) system?
Can users locate the AMP account system?
Do users understand the different options and programs associated with the new fare-capping system?
Do users comprehend the terminology of "earn as you go"?
Are users aware of the different fare levels offered and which ones they qualify for?
Are users experiencing cognitive overload in the "stored value" section?
Do users realize there are alternative payment methods available (beyond AMP)?
What are the critical pain points for users?
What is the experience of using the website in real-world scenarios (e.g., at a bus stop)?
What types of passes (physical vs. digital) do users prefer or envision using in an ideal situation?
Do users prefer to pay upfront or pay as they go?
What barriers exist to adopting the new fare products and programs (e.g., tracking, privacy, number of options, eligibility, etc.)?
What improvements and recommendations can be made for the user flow in the Fares and AMP section of the CapMetro.org website?
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The Sherry Matthews Group recruited, compensated, and managed up to 10 participants who fit a cross-section of the following profile:
60/40 mix of riders to non-riders
50/50 gender split
Express and rail riders from park and rides
Represent a diverse population (Hispanic, White, Black, Asian)
Persons who qualify for reduced and Equifare fare categories.
Range of ages between 20’s and upper 40’s
Round 1
Usability testing
5 participants consisting of 3 riders and 2 non riders
User insights
While there is excitement about the new fare programs, participants do not immediately understand how the AMP program works and often perceive it as a rewards program.
The visibility of the AMP and Equifare programs on the Fares & Passes page makes it more difficult for users to locate other fare options lower on the page.
The Equifare icon creates the impression that riders will receive rewards or discounts.
Riders are enthusiastic about the option to scan a QR code when boarding.
However, some riders who prefer to use a physical card have concerns about the difficulty of obtaining it compared to standard passes.
Participants noted that the hassle of proving eligibility might not be worth the savings offered by Equifare.
The distinction between reduced fares and Equifare was unclear to most participants. However, after reviewing the information in the Fare Programs section, some users reported a better understanding of the different fare options.
Usability testing
Round 2
5 participants consisting of 3 riders and 2 non riders
User insights
Most participants felt fairly confident in their understanding of the information but would have been more confident if it were presented visually rather than in text. They expressed a preference for visual explanations and step-by-step guidance to help them determine the correct fare and program for their needs.
None of the participants noticed the AMP banner on the "Fares and Passes" homepage, initially scrolling past it while searching for the lowest fare.
Participants remained unclear about the relationship between AMP and Equifare and wanted more information on both programs, particularly regarding how payments would work.
The fee comparison chart on the mobile version of the Equifare page was difficult for participants to understand and was not mobile-friendly.
For visually impaired users, alternative methods of describing the program would be beneficial.
Executive summary
Final report
Participants found the "Fares and Passes" and "Fare Programs" sections helpful in gaining a broader understanding of CapMetro's offerings. There was strong interest in the savings provided by the AMP and Equifare programs, though many participants initially struggled to grasp how these programs functioned. Riders would likely benefit from visual or audio walkthroughs explaining the programs more clearly. Additionally, participants actively sought ways to save and desired a simple, quick process to determine their eligibility for assistance-based programs.
Areas of opportunity
Revise the copy and add icons to better label and describe local and commuter fares.
Clearly explain the AMP program as a way to guarantee the best daily rate, using videos and/or visual cues such as infographics.
Consider implementing a unified AMP account that provides access through a single dashboard. If this is not feasible, make it clear that users must choose one method.
Offer additional options for obtaining the physical AMP card, such as home delivery or pickup at public locations (e.g., libraries, grocery stores).
Streamline the process by guiding users through the AMP program application, then helping them explore if they qualify for Equifare or Reduced Fare options.
Redesign or replace the Equifare Fees chart with a method that doesn’t require users to calculate fare differences. Additionally, consider adding visuals to demonstrate how small savings can accumulate over time.
Include visual explanations to enhance understanding of savings across all programs.
Whenever possible, simplify the application process for reduced fare programs (e.g., allowing users to upload a photo of another qualifying assistance program benefit card).
Retrospective
Key Principles Moving Forward
In this project, I challenged myself to explore a new domain—public transportation—that I was unfamiliar with.
A key takeaway from this experience is the importance of building a strong relationship with the end user. This connection enables us, as researchers, to better understand the challenges they face and to serve as their voice.
