Metropolitan Transportation Authority Rebranding
MTA, the most important transit system in North America and the lifeline of New York, lost its ridership by 90% across trains, subways, and buses, during the COVID-19 pandemic. More than ever, MTA is in crisis in every aspect; health, safety, and lack of maintenance, and it made any New Yorker not to consider it an optimal choice for transportation. To combat ridership drop and deliver its brand mission back, we rebranded MTA to deliver less transactional and more personal experience to every New Yorker. As a lead designer, I created the mobile application, MTA MyWay App, and developed motion graphics for the MTA MyWay campaign identity.
Situation
The MTA’s ridership dropped by 90%.
MTA has been the lifeline of New York that moves 2 billion rides a year. Since its earliest days, MTA has been one of New York’s major resources and central parts to make a vibrant and energetic city that never sleeps.
However, the MTA is experiencing hardships in every aspect. While New York became the global epicenter for the pandemic, the MTA’s ridership, which was already in decline, dropped by 90% across trains, subways, and buses, and its daily riders faced extreme anxieties about the system. And this ridership has still yet to return back to pre-pandemic numbers. Nevertheless New Yorkers begins their economic recovery with the release of the vaccine, the pandemic will continue prove to be one of the MTA's many challenges.
Objective
How might we help MTA to reverse its downward spiral and increase ridership?
The MTA’s mission is “to preserve and enhance the quality of life and economic health of the region it serves through the cost-efficient provision of safe, on-time, reliable, and clean transportation services.” But the MTA is caught in a downward spiral. Low ridership leads to low funding. Lack of funds hinders repairs and purchases of new equipment, resulting in poor service and reliability. This decline in quality damages the MTA brand and threatens its mission to enhance the lives of New Yorkers.
The MTA must reverse this downward spiral if it is to restore vital funding and fulfill its mission. It can’t succeed without winning the support of riders and politicians. It needs New Yorkers on its side.
Research
News and Industry Reports
MTA Research and Strategic Documents
Documentaries and Videos
Field Observations
(Journey Mapping
MTA Bus and Subway)
Social Listening
(Instagram, Facebook,
Twitter, Reddit, Yelp)
6 Interviews
30 Surveys
Problems
1. Outdated Technology and Infrastructure
Before the pandemic, I took the subway every single day. Now I rarely take it. It became just the transportation to get me to my destination quickly instead of enjoyment.
Some train stations don't have an elevator. I either have to use the stairs, or I have to ask for help from strangers. It adds to the time it takes me to work from my house.
To bring this idea to life, we introduce MTA MyWay, a new transit experience where you and your journey are at the center. MTA My Way app will optimize New Yorkers' journey and serve as the ultimate centralized transit platform with all the mobility needs in one place 24/7.
MTA MyWay will include features to be more personalized and customized. When the riders download the app and create an account, they can add their image, pronouns, language and location. Even their preferences related to all the activities with the MTA in the New York region. This information will be used to personalize the app experience at every riders' journey.
Riders will get real-time notifications to track their own journey whenever and wherever they go. Even when they miss the transit, MTA MyWay will provide the rerouting alerts and stop recommendations in partnership with local food and entertainment businesses based on their preference. The personalized feature will make the riders to be more enjoyable for MTA Transit and connect with local businesses in the region.
After receiving the information about how to get to the destinations, what if riders lost their way in the crowded station? With MTA MyWay, riders don't need to worry at all. To further optimize this experience, riders will have AR wayfinding with accessible multilingual features and an auditorial assistance.
Beyond optimizing my way, we want New Yorkers to feel equity when using the MTA system. Every ride will earn rewards, and the rewards will range from free rides, discounts to curated New York restaurants and cultural landmarks. And going beyond that, it will allow riders to donate their rewards to a cause they believe in. Through this partnership between the MTA and local organizations, riders can support the causes they value the most.
We heard from MTA riders safety is a huge concern for them. If a rider is ever in need of help during their transit experience, they can access the “MTAide” service at anytime, chat with MTAide members and get in-person help. It aims to give riders a sense of comfort and confidence while using the MTA system.
MTA is making great strides in going green by updating its fleets to clean energy vehicles. We wanted New Yorkers to play a role in this effort as well and make it a part of the rider's journey. The app will track a rider's journey and show how much carbon emissions they saved by using the MTA system. Also, It will offer the MTA's ecosystem by embracing expanded transit methods beyond just bus, subway, and railroads. Riders can pay and rent micro-mobility vehicles like bikes, mopeds, and more. The goal is to connect the MTA with its riders on a common journey to a 'greener New York'.
The way we’re going to launch and promote this new transit experience is by showing it on a typical riders journey. Flooding the city and outer region with this new branding. We’ve infused the iconic line patterns and colorways from their transit lines while incorporating language that tells New Yorkers what MTA My Way will provide them.
