CLIENT: Ventra (Hypothetical)
Instructors: Tomoko Ichikawa and Jody Campbell
Many public transit riders in Chicago pay fares using the city’s Ventra Card system, but the existing Ventra kiosk design lacks visual hierarchy and clarity. For a communication design course project, I was tasked with designing a new kiosk faceplate.
Given the project’s short 3-week timeframe, much of our inquiry consisted of guerilla research. I spent a few hours in train stations with two other students, observing and intercepting both riders and employees.
As observed by one CTA employee, riders usually ignore the dense instructions printed on the kiosks.
Experienced riders practically had their button presses memorized. New riders read each screen carefully.
As a class, we pooled our findings and formulated key insights through affinity mapping. We used the 5 E's framework to investigate the entire rider experience, both before and after using the kiosk.
Through our workshop, we identified two key issues a faceplate change could solve:
The current kiosk design makes it difficult to understand the "order of operations" necessary to pay your fare.
The overall density of the existing instructions makes them difficult to scan, causing riders to skip them altogether.