Agenda for

Today
Introduction
Motivation
Framework
Demo of Proposed Solution
Usability Evaluation
Cost & Revenue Model
Limitations
Future Recommendations
PAAC Mobile Trip
Assistant
PAAC
Background
and Stats
Since Mar 1964, providing public transportation throughout
730 square-mile area
860 buses
80 Light rail vehicles
4 incline cars
450 ACCESS vehicles
Covers around 15,800 stops and 250 shelters
Every $1 million investment supports 36,000 jobs
Avg. weekday passengers 230,000

PAAC Mobile Trip
Assistant
In Allegheny alone, 85% travel by Bus
workplaces school
social visits medical appointments
other
54%
15%
PAAC
Background
and Stats
Source: PAAC
PAAC Mobile Trip
Assistant
In the News
Recently
Increasing Cost
Fuel Prices
Environmental Requirements
Rising Healthcare
Legacy Cost - Pension

Statewide Funding Crisis - FY2011
Revised Operating Budget
Reduction of $30 million

Which Resulted in
Increased Fares (Jan 1, 2011)
35% Service Reduction
Longer Wait Times
Retrenchment of 500 employees


PAAC Mobile Trip
Assistant
PAAC Mobile Trip
Assistant
The Question
How do we provide our passengers better
service as we tide through the tough times?
Purpose of
Proposed
Solution
PAAC Mobile Trip
Assistant
Value-Added Service
Given the cutbacks in frequency, riders can
reduce the pain of waiting - by knowing

Generating Revenue
Additional Channel for Advertising


A Smartphone Application that would provide:
1. Passengers with service information
2. Create an avenue for feedback
3. Create revenue opportunities for PAAC in
the long-run
Mobile
Application
Changing
Times
PAAC Mobile Trip
Assistant
What are
people using
smartphones
for?
PAAC Mobile Trip
Assistant
Source: comScore
Mobile
Application
Changing
Times
Source: mobileburn
PAAC Mobile Trip
Assistant
Choosing an
Application
Framework
Fragmented
Market
Source: mobileburn
Some Considerations
Fragmented Operating System Market
Varying Dominant OS
Proprietary Languages
Personal Preferences
Compatibility and Marketability

PAAC Mobile Trip
Assistant
Hmmm
PAAC Mobile Trip
Assistant
How do we reach out to a market
that is so fragmented?
A lightweight, cross-platform application that
can be presented on passengers mobile device
Architecture
Overview
PAAC Mobile Trip
Assistant
XML
CSS and JS
Application
Walkthrough
PAAC Mobile Trip
Assistant
Ready?
Scenario
Walkthrough


Scenario 1: Planning a trip

Bin is a student of CMU. He
needed to catch a bus to
Waterfront for his interview.
Being cold and wet outside, Bin
would like to know when is the
best time to catch his bus
PAAC Mobile Trip
Assistant
Scenario
Walkthrough


Scenario 2: News

Wondering if there was
going to be disruptions to
the service, Bin checks the
Twitter Feeds to ensure that
he is kept updated
PAAC Mobile Trip
Assistant
Scenario
Walkthrough


Scenario 3: Feedback

Fortunately, there we no
disruptions, and Bin was able
to make it Waterfront without
waiting too long in the cold; he
is happy but the heater for the
bus was not working. He
decides to leave a feedback for
PAAC
PAAC Mobile Trip
Assistant
User
Centered
Design
PAAC Mobile Trip
Assistant
How do we ensure that the
application serves its purpose, by
serving the users?
Iterative
Usability
Feedback
Paper Prototype
Sketch and Rough Process Flow
Design Goals and Design Guidelines
1
st
Phase Development
Interface Prototype Actual Look and Feel
Formative Evaluation
Improve and Iterate
Actual Interaction and Design
Summative Evaluation
Examples of
Usability
Evaluation
Picking a
date


PAAC Mobile Trip
Assistant
Useful
Usability
Evaluation
Select a
Location


PAAC Mobile Trip
Assistant
PAAC Mobile Trip
Assistant
Useful
Usability
Evaluation
How it helps


PAAC Mobile Trip
Assistant
Dollars and
Sense
How this
benefits both
PAAC and its
passengers
Distribution
Free Application
Available on App Stores
Mobile Browsers

Revenue Sense
Increase channels to
grow advertising revenue
Passenger satisfaction
Avenue for Feedback

PAAC Mobile Trip
Assistant
Advertising on
the
Application
PAAC Mobile Trip
Assistant
Cost
Structure
Overview
Development
Maintenance Refinement
Marketing
Data
Cleansing
Native API
Integration
Increased Advertising Revenue
Increased Passenger Ridership
PAAC Mobile Trip
Assistant
Performance and Transfer Speeds
Web Application
Growing but Limited Cross Platform Plugins
Still in Alpha Development
jQuery Mobile & PhoneGap
Not available on all phones
Privacy Concerns
GPS Location Information
Needs to be cleanse (Duplicates)
Locally stored vs. Cloud
Source of Information
Shortcomings
of the
Prototype
Design
PAAC Mobile Trip
Assistant
Future
Recommendations
Walking and Transfer Paths
Show Path of Travel
SMS Reminder or Calendar Integration
Notifications and Contact (Native APIs)
Reminder of Scheduled Ride
Increase POIs
Error Handling
Robust Queries
VoiceXML + DTMF
SMS Services
Feature Phone Capabilities
PAAC Mobile Trip
Assistant
Conclusion
The Motivation
Framework Rationale
Application Demonstration
Sustainability
Shortcomings
Future Recommendations
PAAC Mobile Trip
Assistant
Source: phonegap