MyTix: NJ TRANSIT’s Mobile Ticketing Application Research, February 2015 Research and Forecasting.
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Transcript of MyTix: NJ TRANSIT’s Mobile Ticketing Application Research, February 2015 Research and Forecasting.
MyTix: NJ TRANSIT’s Mobile MyTix: NJ TRANSIT’s Mobile Ticketing ApplicationTicketing Application
Research, February 2015Research and Forecasting
2Research and Forecasting
PROJECT BACKGROUND NJ TRANSIT tested and launched one of the first transit mobile
ticketing applications in the country
Allows customers to select, purchase, and display tickets on their phone
The application piloted on the Pascack Valley Line, moved to Main/Bergen Lines, was rolled out to all NJT lines, and is currently launching on bus routes
The application empowers customers with “wait free” ticketing, and paperless ticketing using their smart phone
Alpha & beta testing research was conducted prior to the launch of the application on the Pascack Valley Line
3Research and Forecasting
RESEARCH OBJECTIVES Gain input from customers regarding methods to improve the
mobile ticketing application
Identify customer perceptions of the technology overall
Obtain customer input on the mobile ticketing application and the reasons why customers may choose to use or not use the technology
Gather customer input regarding the expansion of services
Understand how customers perceive the reactions of NJ TRANSIT employees (rail crew, fare inspectors) to the presentation of mobile tickets as fare media
Discuss with customers the best methods of communicating with the public regarding the new technology and promoting the program
4Research and Forecasting
RESEARCH METHODOLOGY
Alpha Test - Conducted with three customers in September 2012 to test the usability of the app and identify any fatal flaws. The app was also tested among a group of NJT employees.
Beta Test - Conducted with 23 Pascack Valley Line customers. Participants had the app loaded onto their phones on October 15, 2012, after which they were able to purchase and display PVL rail tickets on their mobile phones.
Beta Test continued - After testing the mobile ticketing app from October 15, 2012 through January 15, 2013, customers were invited to join a focus group discussion on January 15 & 17, 2013.
Post Beta Test - Beta customers received the full NJ TRANSIT application including the updated Mobile Ticketing piece on February 12, 2013. Two focus groups were held March 7, 2013. Fourteen customers participated.
5Research and Forecasting
GENERAL DISCUSSION: LIKES
During both the discussion and in written exercises, customers cited the ease and convenience of purchasing tickets as their favorite part about the mobile app.
As a registered user, they liked being able to save credit cards and retrieve past purchases through the “Previous Tickets” feature.
Can purchase tickets any time, any where. No need to ever stand in lines.
Eliminates the need to get out paper ticket.
6Research and Forecasting
GENERAL DISCUSSION: DISLIKES During both the discussion and in written exercises,
customers expressed frustration about the process of displaying tickets.
App takes too long to get from the launch of the app to the display of the ticket.
Many users encountered issues with the app logging them out before the conductor could check it.
Couldn’t use other apps (email, games, etc) without getting logged out of ticketing app.
Customers did not like the 30-second Activation countdown.
7Research and Forecasting
COMMUNICATING THE PROGRAM
Customers felt that the app would spread through word-of-mouth
Among the other top methods mentioned were: Ads on trains and website Seat drops/FYI Message on TVM screens Insert in Quik-Tik mailing Hold demo at train stations Social Media Emails to customers who complete Customer Satisfaction
Survey
8Research and Forecasting
WILLINGNESS TO RECOMMEND
More than half would recommend the app to others Ease of ticket purchase process Convenience of not carrying a paper ticket Some participants were asked by fellow customers
about the app; they wanted to know how to get it
Others would recommend the app if technical issues are fixed (crashing, speed, logging out)
9Research and Forecasting
THE ONE THING TO IMPROVE THE APP
Customers felt the one thing that must improve was the speed from launch of the app to ticket display Ability to stay logged in Use separate programming for Android and IOS
devices Eliminate 30-Second Activation countdown Network connection: Require only when
purchasing and activating tickets
10Research and Forecasting
FOCUS GROUP CONCLUSIONS
Overall, customers found that the mobile app makes purchasing tickets easier and more convenient than by any other method
The biggest issues that customers had and which were improved: The ability to stay logged in while using other apps Speeding up the process from the launch of the app to the display
of ticket for the conductor
All conductors, fare gate attendants, customer service representatives, and managers of major terminals received training on what the app is, what it looks like, and how to use it so that they can assist passengers
11Research and Forecasting
MyTix APP ROLLOUT: A COOPERATIVE EFFORT
In order to assure success, cooperative effort between many departments/agencies was initiated:
POS/Fare Collection
Finance
Rail, Bus & Light Rail Operations
NJ Transit Police
Labor (United Transportation Union)
Market Research
Communications, Marketing & Customer Service
Mass Media
12Research and Forecasting
FEEDBACK
NJ TRANSIT monitors feedback which is tracked, categorized, and analyzed. As of COB on February 13, 2015, over 6,000 customers submitted feedback.
MyTix Feedback Issues Resolved? Roll Out to All Rail Lines Completed
Integrate Trip Planner In Progress
Integrate Schedule In Progress
Integrate Departure Vision In Progress
Expand to BusMonthly Tickets on Interstate
Completed & Intrastate in Progress
Expand to Light Rail Under Development
13Research and Forecasting
MyTix APP ROLLOUT
14Research and Forecasting
NEXT STEPS An NJ TRANSIT mobile app
where MyTix will be an icon with Train Schedules, Departure Vision, My Bus Now, Trip Planner & Security
Advertising through Google AdSense
Research to assess customer receptiveness to Geotargeting for advertising