PROBLEM
KEY INSIGHTS FROM USER RESEARCH
The Metrocard system in New York City is outdated. It is costing the city millions of dollars in maintenance and operations, while also costing riders valuable time. Many users find the machines dirty and unpleasant to use, which adds to the frustration of the experience.
The goal is to replace the current system with a modern solution that eliminates the need for physical cards. Riders should be able to purchase and use their fares digitally, so they no longer waste time or have to touch unhygienic machines.
From a business perspective, the objective is to save the city money by removing the need for Metrocard vending machines and physical card production. A fully digital system would streamline operations and reduce long-term costs.
The target users include both daily subway riders and out-of-town visitors. The system must be easy and quick for both groups to understand and use. To achieve this, the solution should be available on both iOS and Android platforms, ensuring accessibility and convenience for all users.
I conducted a survey targeting individuals who have commuted to or lived in New York City. Since I live within commuting distance of NYC, I shared the survey in a local Facebook group and invited participants with relevant experience to respond. The survey was open for a short period and received 38 responses.
Users don’t want to touch anything in the subway. The word “disgusted” appeared 19 times. Negative emotions like frustrated, rushed, and confused were mentioned 52 times, far more than the 16 mentions of positive feelings of happy and easy.
Users want a quicker and easier way to buy Metrocards. Although most found it easy, 11 respondents said the process was not easy, indicating room for improvement.
PLATFORMS
iOS, Android
AREAS
Strategy, Design
ROLE
Lead Designer
Users want to use an app to buy a Metrocard. 35 out of 37 respondents said they would use an app, showing strong demand for digital convenience.
EMPLOYER
NYC Metro
APPROACH
After analyzing the survey results, my solution was to focus on developing a digital Metrocard app that emphasizes speed, simplicity, and intuitive navigation. The goal is to create a frictionless experience that enables both daily commuters and out-of-town visitors to purchase and use subway fares quickly and navigate the subway—without needing to interact with outdated or unhygienic machines. Designed for both iOS and Android, the app will feature fast payment options and clear, user-friendly guidance, especially for first-time users.
PROCESS
USER PERSONA
MOODBOARD
LOFI WIREFRAMES