TransLink, Metro Vancouver’s transportation network, uses a three-zone fare structure that has remained largely unchanged for over 30 years. In that same time, the region grew by over one million people. Regional growth, the launch of the Compass fare technology, and common complaints from transit customers about the current fare system meant that it was time to take a fresh look at fare policy and its resulting impact on customers’ experience and interactions with transit. Could TransLink make fare policy changes that would increase ridership, provide a better customer experience, and improve system efficiency?
Let’s find out how decisions on the fare policy will impact customers by taking different fare concepts to transit customers and testing them. Then the question becomes, how do you turn policy into something that customers can understand and assess?
In this session, learn how the team at OXD brought policy decisions to life. Drawing upon interaction design methods such as prototyping and usability testing, we worked alongside planners, policy makers and citizens to inform the policy-making process. Learn about the tensions encountered when experimental approaches like prototyping meet rational structured decision-making and other quantitative methods.
- 6:30pm: Networking, arrive early and meet some new UX folks!
- 7:00pm: 45-minute talk and some time for Q&A
- 8:00pm: Networking until 8:30pm
Bios for our speakers:
Winnie Ho is a Senior User Experience Designer at OXD. She employs her ten years of practitioner experience understanding the goals and needs of those she is designing for and improving the usability, utility, and enjoyment of interactions between end-users and services informed by research and data. From being out in the wild conducting contextual inquiries and intercepts to being at her desk considering the detailed interactions to testing prototypes out with users, she is involved heavily in all aspects of the human-centred design process.
Kallie Ashenden is a Design Director in the Creative team at OXD. With a background in strategic branding and communication design, she remains driven by a strong desire to create meaningful, human-centred, and elegantly-crafted work. Experienced in digital, print and environmental visual design, Kallie always takes a pragmatic approach, providing considered and appropriate creative solutions that resonate with audiences and ensure clients reach their objectives.