Problem
NYC subway does not have a signal and does not offer wifi, so passengers can only play offline mini-games or browse photos.
The average one-way commute on the NYC subway takes 33.3 minutes, but NYC Open Data shows that specific subway lines, like the 4/5/6, often face delays and congestion, with commuters spending up to 30% more time than anticipated on their journey, increasing their need for entertainment or relaxation.
According to a 2019 survey by the MTA
74%
of subway riders were dissatisfied with their overall commute.
According to The American Public Transportation Association
48%
of riders said they would appreciate "comforting" or "distracting" visual or auditory stimuli to make their commute more pleasant.
According to NYU’s Rudin Center for Transportation in 2022
39%
of riders expressed interest in more visually engaging environments to improve stations and trains.
Goals
I identified 3 main goals to improve the riding experience based on the problem statement.
First Draft Idea Proposal
With the problem statement in mind, I developed the first idea proposal to address these goals.
Challenges
After conducting research and observations, I identified two major challenges that make the initial draft difficult to implement.
The is what normally happens during rush hour...
Challenge #1
Crowded train
Sometimes we may find ourselves squeezed into a corner or trapped in a crowd, unable to see the windows. making the window-only experience less effective for some users.
Challenge #2
No Signal
The current AR technology needs an internet connection to work, but there’s no signal in the NYC subway, making it hard to use during the ride.
Revision Goals
By identifying the challenges, I established two revision goals to guide the development of the final product.
01
Solution to the Challenges
To address these challenges, the next step is to find a way to convey this experience effectively, even in a crowded train during rush hour, while also ensuring that the technology functions seamlessly without relying on an internet connection.
02
Revise the Personas and User Journey
Refining the personas and user journey based on the identified challenges to ensure that the experience remains engaging, accessible, and practical for all passengers.
Solution
KEY FEATURE
01
AI-Generated Visuals
Dynamic, real-time visuals transform subway car into immersive scenes, creating a captivating experience that makes commuting more enjoyable.
KEY FEATURE
02
Personalized Experience
Passengers can customize their journey by selecting preferences such as mood and intensity, ensuring a unique and engaging ride based on their needs.
KEY FEATURE
03
Destination Notification
A built-in system notifies passengers when they are approaching their stop, allowing them to stay engaged without worrying about missing their destination.
User Flow & Features
I developed a 5-step user flow to introduce the key features for MTar, designing an interactive system based on user’s point of view.
Design Refinement
Based on the revision goals and feedback, I refined the final design with key updates.
Challenge #1
Crowded train
Sometimes we may find ourselves squeezed into a corner or trapped in a crowd, unable to see the windows. making the window-only experience less effective for some users.
Challenge
Refined Idea
Refinement #1
Letting Users Select an Area
Based on Challenge #1, where the window-only experience was limiting in crowded environments, I revised the design to let users select any area inside the train (e.g. windows, floor, or wall) to display immersive visuals, providing more flexibility and enhancing user engagement.
Challenge
Refinement #2
Preloading AI-Generated Visuals for Offline Use
Instead of relying on real-time AR, AI-generated visuals can be preloaded or generated locally on the user's device. The experience is preloaded at the platform when users scan the QR code, ensuring smooth access even without an internet connection. Additionally, the system reloads every time the train reaches a platform, keeping the visuals updated and ensuring the destination reminder remains accurate throughout the journey.
Challenge #2
No Signal
The current AR technology needs an internet connection to work, but there’s no signal in the NYC subway, making it hard to use during the ride.
Refined Idea
Personas
The personas illustrate diverse backgrounds, goals, and challenges: Jaden, a full-time student living in New York City who uses the subway daily, and Maria, a retired artist who only uses the subway when visiting family and friends in the city.
User Journey
The user journey outlines key stages, emotions, and actions as users transition from onboarding to engaging in real-life conversations, highlighting their growth and adaptation process.
Social Media Promotion
I created a series of Instagram Stories to promote MTar, showcasing how the experience enhances subway rides.
Reflection & Next Step
What I’ve learned?
Finding the Balance Between Big Ideas and What’s Possible
Throughout this project, I learned the importance of balancing ambitious ideas with real-world feasibility. Initially, the concept relied on AR, but due to technical limitations in the subway environment, I had to change my approach and use AI-generated visuals instead. This shift reinforced the value of adaptability in the design process.
What’s next?
Gathering Real Feedback to Improve the Experience
I want to gather feedback from real users to understand how they interact with the experience and identify areas for improvement. The next step is to recruit users for testing to gather feedback on the experience, which will help refine the design and ensure it truly enhances the subway ride.