Septa Case Study and Redesign
This is a case study for Septa, an app used for southeastern Pennsylvania transportation, including subway, regional rail, buses, and more. It is important to note that this audit was conducted in the fall of 2024, before updates, and will document the current state of the app at the time. Additionally, the initial research was done collaboratively with peers.
App Overview
Over the course of the semester, we analyzed the SEPTA mobile App and its features in order to improve the app for users. The main purpose of the app is to make public transportation in the Philadelphia area more efficient and convenient for users and provide the whole transit network with real time updates.
Current State of the App
Research
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Research 〰️
Through a competitive analysis, survey, and interviews, we compiled research on what people like and dislike about the app
Survey:
Before drafting questions, we defined our objective and audience. Our goals were to cover the app’s flaws and competition, specific features and how easy or difficult they are to use, and what people do and do not like about the SEPTA app. Our audience included current users of the SEPTA app and individuals who use competing transportation apps (such as Google Maps or Apple Maps) alongside or instead of the SEPTA Mobile App. After an initial draft and revisions, we crafted a 30-question survey comprised of a combination of rating, short answer, and multiple choice questions. For distribution we sent out the survey to friends, in addition to posting it in Reddit and Facebook groups about Philly and Septa. With over 90 responses
Gathered here are quotes from our survey on the SEPTA app, specifically focusing on the GPS and trip-planning features and how to prioritize those functions on the opening state of the app. Our goal is to improve the user experience and make navigating public transit more intuitive and efficient.
Key suggestions include: making trip planning more address-focused, integrating interactive maps, enhancing real-time route tracking based on users’ location, and offering more detailed information about train arrivals and stops. We believe these changes could significantly improve the app’s user experience and make navigating SEPTA even more seamless for riders.
Survey Quotes:
P11: “trip planning by address and update tracking by station without destination”
P38: “Integration of interactive transit maps.”
P51: “next to arrive and route tracking based on gps location and nearby routes, similar to how transit works. I should be able to just open the app and see arrivals of nearby routes.”
P70: “I would like to a feature that allows you to put in your location and destination to find routes close to you as easily as you can with Uber and the transit app.”
P80: “Details could be improved when clicking on a Next to Arrive train. It would be nice to see a list of stops and ETA for each stop”
Feature Improvements
With our research, we wanted to be able to find the most valued features, areas of improvement, ease of use, and how people utilize other apps in the market. From our survey, we polled over 90 participants and found out that the feature used the most is Real Time Updates; people want to be able to check train and other methods of transportation times.
With that we also asked what was their least utilized feature which was a tie for trip history and ticket purchasing.
Another aspect of the app we wanted to ask about is how straightforward people found it to navigate the app in the beginning versus now. The bar charts indicate that many people found it hard when first using the app but now that they have used it longer, they are able to find what they need.
Interviews:
To further research on our survey responses, we drafted interview questions and conducted six interviews to dive deeper into specific features of the app.
Our user interviews highlighted key insights about the SEPTA app's current usability and opportunities for improvement.
From Elie's interviews, a recurring theme was that people who are new to the city often struggle to navigate the app effectively. This suggests a need for a more intuitive design that better accommodates users unfamiliar with Philadelphia's transit system.
From Amy’s interview, the common themes were that although the users enjoyed the SEPTA exclusive features like the next to arrive and updates, the design is a big factor to why they chose to use competitors for other aspects.
From Sofia’s interviews, users expressed a strong interest in having an overview of all transit routes within the app. This feature would allow them to explore different options more easily. Additionally, participants noted that if they are unfamiliar with the routes, they often turn to secondary apps like Apple Maps or Google Maps to find and compare transit options.
Interview Takeaways:
Elie’s responses
People who are not from the city have a hard time utilizing the app
Trip Planner feature on the website could be incorporated into the app
Amy’s responses
The design was not pleasing to look at and wished it had a better design.
They liked the SEPTA exclusive features.
Sofia’s responses
Users want to see a overview of all transit routes
If not familiar with the routes, users may need to use a secondary app to search available options
User Personas:
After interviews and compiling our survey data, we created three user personas that best represent the different types of people who may utilize the Septa app.
Our Concepts:
From our concepts, we decided on three different focus areas in which to improve; Trip Planner, Home Page Navigation (Amy Vo), and Interactive Map and GPS (Sofia Sneathen)
Trip Planner
We received multiple comments about planning a trip in the app in interviews and in the survey. Currently the app only allows you to input your starting and end station.
For people unfamiliar with the Septa transportation system this can be confusing. People wanted to instead be able to input their starting and ending locations.
Person 50 pointed out how you can use this feature on the website but even then it is not fully ironed out and they would like to see it integrated into the app. Person 60 also pointed out how they would like to plan their trip more similarly to how it is in maps.
This is the current state of the online trip planner feature as it is still in BETA right now. After inputting starting and ending locations, this feature only provides you with a written list of directions. It doesn’t allow you to start the directions and give you real-time updates of what to do or where to go next.
Competitive Analysis
I looked into two different popular apps, Apple Maps and Transit, that people use for public transit directions to gain more insight into how they work. I found that Apple Maps had a very straightforward and intuitive interface and it shows alerts and delays on your route. After starting your route the x in the corner takes you back to route options, and if you click the more button it will actually show you the schedule for upcoming departures and the current time it will arrive at each stop.
Transit is another really popular app that people use for public transportation all over. Some of the notable features are that you can adjust your walking speed so the arrival time will be more accurate. It also provides you with different times to leave based on upcoming departures off the bat; it is not a separate filter you have to input.
One of the downsides of this app is it doesn’t show each individual transit time just different times for the whole route. Also after starting the trip if you cancel it you have to go back to the search and start the entire process over. But it does allow you the option to minimize the route while you look at other options.
Research Quotes:
P25: “Reliable tracking, some way to put in where you want to go and it shows the route”
P47: “Planning trips with GPS and allowing me to put in addresses rather than intersections/stop numbers to plan a trip”
P50: “The route planning feature — it’s got a great start on the website, but needs some ironing out and functionality for the app.”
P60: “More useful trip planning, like in Google maps. I’d like to be able to put in my current location and my destination and see all possible transit options in one place.”
P70: “I would like to a feature that allows you to put in your location and destination to find routes close to you as easily as you can with Uber and the transit app.”
User Flow
Based on this research I wanted to create a feature that allows you to plan your trip and get to where you need all in the Septa app without supplementing in other platforms. I created a user flow to decide the flow of how this feature would work.
You start by inputting a location or using your current one then inputting your destination. There are then filters to narrow down your search based on your preferences. You then select your route and start your trip. Real time navigation will then provide you with directions while also showing you alerts or delays on your route. Finally you will arrive at your destination and complete your trip.
Prototype
This is the prototype of how the feature will look in the app. It automatically uses your current location as the starting point but you can input a different starting location if you prefer. Then you input your destination which today we will be going to the PMA. The search results show you stops nearby as well as actual addresses.
Since this is a trip planner, there is an option for you to leave now, later, or you can pick a specific time to arrive by. You then can select which modes of transportation you would like it to provide you options with. Once you're all set, click search.
It will show you multiple options based on your preferences, which automatically shows you the best option, but you can filter through them based on things like cost, departure, or arrival time. Once selecting a route, you can review it before clicking go to see real-time navigation, which was not previously provided in the trip planner.
Now it will show you walking directions to get to each station and all of the steps in between before arriving at your destination. When boarding a bus or train it will show you any alerts or delays in the dropdown. It also shows you how long and for how many stops to stay on the bus. You can now see what time it will arrive at each stop and where you are currently at in your trip which is always indicated by the blue bar on the left.
Newly added is also a “View station info” button which similar to maps will show you upcoming departures for that station. In the top left you can always click the view route options to select a different route or the edit button in the top right to change your destination. Once arriving at your location you will receive a message that lets you know you made it and it allows you to plan another trip if you want.
Usability Testing
During usability testing I tested my prototype and received some great insight into what I could improve about the Trip Planning feature. The user pointed out to me how the app is useful for people who know what stations to use, but that this feature is better for people who are not familiar with the stops and where they are going.
I would like to add an option to cancel the route because the user was not able to; they were only able to edit the route or go back to the other options. I would also like to add a resume route option when going back to “view route options” because currently when you go back you have to start the directions over.
The user also pointed out how she would like the ability to change transportation modes when seeing the route options because right now, you have to go back to the search screen in order to make changes to those preferences. Lastly, with more time it would also be worth exploring adding multiple stops on one route and what that would look like.
Key Points
App is usually useful for people who know where they are going, this is better for people who are not familiar with the stops.
Add an option to cancel the route because the user was not able to cancel out of the route when asked; they were only able to edit the route or go back to the route options.
Add a resume route option when going back to “view route options” because if you go back you have to start the route directions over from the start.
Ability to change transportation modes when seeing the route options because currently, you would have to go back to the search screen in order to make changes to those preferences.
Next Steps
In our research, we found that people often use more than just the Septa app when using public transit, and we wanted them to be able to use the SEPTA app on its own. Next steps would include linking our products together, incorporating all of our own individual findings from usability testing into our prototypes, and lastly, integrating the new updated Septa branding, which is featured in Amy’s redesign of the home page navigation.
Credits
Class: Designing for the User
Instructor: Sara Hall, Tyler School of Art and Architecture, Temple University
Collaborators: Amy Vo and Sofia Sneathen